| Abstract: | The purpose of this study is to examine the relationships among spectator sport attributes, benefits and values. Additionally, this study attempts to identify the major connections of spectator sport attribute-benefit-value. The mediating effects of benefits on the relationship between attributes and values are also examined. This study used a survey. Questionnaires were administered in the middle of Taiwan to the 6th grade, middle-school, high-school and college students who have ever watched NBA. A total of valid 713 questionnaires were collected. The statistical analyses showed that the most important attribute was “Sportsmanship” and the least important attribute was the “Team history.” However, those attributes which could bring the highest values were "Favorite players," "Favorite team," "Star players," "Level of competition," "Skills." The greatest benefit in watching NBA was "Learning sportsmanship." The self-reported values most highly associated with watching NBA were "Conformity," "Power," and "Enjoyment," whereas the highest associated values acquired through NBA attributes and watching benefits were "enjoyment," "achievement," and "sociability." The strongest connections among attributes-benefits -values were “Favorite Teams, Can Support Favorite Players, Enjoyment,” “Favorite Players, Can Support Favorite Players, Enjoyment.” Experienced benefits in watching NBA partly mediated the relationship between spectator sport attributes and values. |
