Sport spectating is a popular leisure activity in the United States; however, the study of sport spectator consumption behavior has been limited. The current study examines the differences that exist between genders and between spectators at men’s and women’s intercollegiate basketball games regarding several categories of dependent variables. The three categories were (a) environmental factors associated with game attendance (ticket pricing, friends, family, and promotions), (b) present behavior of spectators (merchandise consumption, media consumption, and wearing of team paraphernalia...Read more
