Sports spectator behavior: A test of the theory of planned behavior

The theory of planned behavior has been applied to sports and exercise behaviors. According to this theory, human intention to take action in a specific context is guided by three antecedents: attitude, subjective norm, and perceived behavioral control. Behavioral intention mediates the relationships between these three considerations and its ultimate performance. However, this theory has seldom been applied to the behaviors of spectators of sporting events. A sample of 269 volleyball spectators in Taiwan was studied to examine whether people's intention mediated their attitudes, subjective norms, and perceived behavioral control toward a given behavior, watching the 2010 Fédération Internationale de Volleyball World Grand Prix in Taipei. Regression analyses did not support behavioral intention as a mediator. This result is discussed in the context of planned behavior.