Analysis of Sociomotivations Affecting Spectator Attendance at Women's Professional Basketball Games in South Korea

Nancy L. Lough

This study was designed to assist in the process of gaining an enhanced understanding of international sport marketing activities. By utilizing Pease and Zhang's Spectator Motivation Scale (2001), which was specifically developed for basketball spectators, this study examined the sociomotivations of spectators who attended women's professional basketball games in South Korea.