The purpose of this study was to segment spectators based on emotional attachment toward team, university, coach, and player, and to examine whether different groups of people classified by emotional attachment demonstrate different interrelationships between motives and behavioral intentions in attending sporting events. The results revealed that the feasibility of two clusters is derived from emotional attachments and those two groups demonstrate different interrelationships between spectators’ motives and behavioral intentions, respectively. In conclusion, this study can provide a...Read more
