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The J.League, which began in 1993, has had some problems with regard to stagnation of the number of fans attending matches and their increasing average age, which are awaiting solution. To gain new fans and overcome the present situation, first it is essential that the determinants of fan visits to stadiums be understood. The purpose of this study was to clarify the factors affecting attendance at J.League matches, using the 2013 data based on the average attendance rate. In this analysis, we roughly divided the independent variables into five: economic variables, stadium variables, condition of club’s record variables, attractiveness of match variables, and environmental variables. The dependent variable was the number of fans attending a match. Furthermore, we divided the clubs into high average attendance rate and low average attendance rate groups based on their average attendance rates to analyze the basis of each club’s operating conditions. Our multiple regression analysis showed that the number of fans attending a match depends on various factors, such as population, day of the week of game, or opening game. Moreover, these determinants differ with the average filling rate between the high and low rate groups, suggesting that the determinants of the number of fans attending a match depends on the average attendance rate. This study indicates that the J.League needs to take innovative steps to gain new fans and increase fan attendance. This is a mission not for the J.League alone, but for every J.Club. We hope that the factors determining fan attendance at the J.League will soon be clarified and steps will be taken to develop the league further.

Determinants of Fan Attendance at J. League Matches : An Analysis Based on 2013 Average Attendance Rate Data