The Influence of Sport Spectator Motivation on Spectator Satisfaction and Revisit Intention toward University Students

Purpose: The purpose of this study is to examine the influence of sport spectator motivation on spectator satisfaction and revisit intention among university students. Research design, data, and methodology: A total of 400 questionnaires were distributed to university students who attended collegiate sports events using a convenience sampling method. After excluding 23 incomplete or inappropriate responses, 377 valid questionnaires were analyzed. Data analysis was conducted using SPSS 29.0, employing frequency analysis, descriptive statistics, correlation analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis. Results: The findings reveal that player interest, socializing, team interest, time consumption, vicarious achievement, entertainment, and escape significantly influenced spectator satisfaction, whereas sports aesthetics did not. Additionally, team interest, entertainment, sports aesthetics, and escape had a significant impact on revisit intention, while player interest, socializing, time consumption, and vicarious achievement did not. Conclusions: These results contribute to a deeper understanding of spectator motivation and its role in enhancing satisfaction and retention in collegiate sports settings. Further implications were discussed.