Relationships between Ideal Positive Affect and Repurchase Intention among Sport Event Spectators : The Case of B. LEAGUE Osaka Evessa Spectators

The purpose of this research note was to examine relationships between ideal positive affect and repurchase intention among professional sport event spectators based on the affect valuation theory. This research note focused on spectators of Osaka Evessa, which actively promotes high-arousal entertainment at home games, and tested the hypothesis that “Osaka Evessa spectators’ ideal high-arousal positive affect will positively relate to their repurchase intention.” A questionnaire survey was conducted for the Osaka Evessa spectators who were 18-years old and older, and 142 spectators provided useable data. Results of hierarchical multiple regression analysis revealed that age and ideal high-arousal positive affect positively predicted repurchase intention, and these results supported the hypothesis. Additionally, the results indicated that adding ideal positive affect, after controlling for sociodemographic variables (i.e., age, sex, marital status, household income), significantly increased the coefficient of determination (R2). After the Golden Sports Years (the 2019 Rugby World Cup, the 2020 Tokyo Olympic and Paralympic Games, and the 2021 Kansai World Masters Games), evidence-based promotions will be needed to promote sustainable professional sporting event development in Japan.