Research question: This research examined the effect of perceived well-being from a spectator experience on the intention to attend a sporting event, and the moderating effects of structural constraints on attending a game, depending on gender. Research methods: The authors conducted a questionnaire survey at a professional Japanese basketball game. A total of 172 participants were included (57.6% female). The authors conducted a confirmatory factor analysis to check the reliability and validity of the measurement scales, then tested the hypotheses using two-step hierarchical multiple regression analyses by gender. Results and Findings: The hypotheses testing indicated that spectators who perceived a high degree of well-being from their spectator experience had high intentions to attend a game. Furthermore, for female spectators, the positive effect of perceived well-being decreased when they perceived more constraints before arriving at the event venue, whereas for male spectators, it was reduced when they perceived more constraints at the venue. Implications: This research expanded current understanding of how perceived well-being from a spectator experience can increase intentions to attend a sporting event. Additionally, two sequential structural constraint constructs extended existing constraint studies. Lastly, the identified gender differences in the moderating effects of such structural constraints provided scientific contributions to the field of sport marketing.
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