As the spectator sport consumers decide respectating through direct experience, this study investigated correlation based on the spectator motive and service quality factors that had influence on respectating, and compared football and baseball, representing spectator sports. For this, this researcher visited stadiums in person and conducted a survey on 397 spectators; through SPSS 18.0 and AMOS 18.0 program, the collected data was analyzed and had results as follows:
First, as for the relationship among the spectator motive, service quality and respectating, they all showed positive(+) relationship. As for the spectator motive, the mediating effect of service quality appeared.
Second, as for the relationship among consumers'' spectator motive, service quality and respectating by the spectator sport type, there were statistically significant difference in two routes (service quality→respectating, spectator motive→respectating).
As a result, it is important to raise spectator motives and improve service quality for respectating of spectator sport consumers. However, in this relationship it is necessary to recognize viewpoints of presenting strategies are different, by showing difference by the sport that consumers watch. That is to say, this study drew a conclusion that it is necessary for pro baseball consumers to clearly understand their spectator motives and satisfy them, and necessary for pro football consumers to provide with strategies that raise service quality. Then, more spectator sport consumers could flow in stadiums.
To characterize the meaning of this study, it is necessary to conduct a follow-up study that widens age distribution of consumers or diversify sports. Particularly, if the change process is analyzed through the follow-up study, which is approached by the modelling that expands factors, which have direct influence on respectating, and longitudinal data, relevant clubs and companies can be provided with the information that can systematically establish in-depth marketing strategies.