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The spectators attending sports in a stadium, who are the object of this study, are indispensable for professional sports. The purpose of this paper was to clarify the factors related to the frequency of stadium attendance. The factors clarified will be important materials to marketing managers regarding customer retention. The data was collected through questionnaires distributed to 362 people(men=180, women=182) who had been to the stadiums once or more in 1993 to watch the franchise games of Sanfrecce Hiroshima, which is one of the teams in the Japan Professional Soccer League. The procedure of this study was, first, to examine which items are related to the frequency of stadium attendance by applying X2 test and hypothesis testing of Kendall's rank correlation to the data, and second, to identify which factors affected the frequency by using multiple regression analysis . As the result, there were three factors affecting the frequency of stadium attendance : the number of the players the spectators knew by name, the time required to get to the stadiums, and the degree to which the spectators regarded themselves as supporters.

A Study of the Factors Related to the Frequency of Attendance at Home Games of Sanfrecce Hiroshima