Main Article Content
Values associated with sports attitudes and consumption behavior were examined. Data were collected by an online survey questionnaire (N = 3001), and one-way ANOVA was used. Results showed that people who spent money on attending/viewing events put more importance on sports than did those who did not spend money on such events. The consumption group was more likely than the nonconsumption group to enjoy taking risks. However, the non-consumption group placed more emphasis on the value of honesty than did the consumption group. Additionally, those who placed more importance on sports in life and on loyalty to a sports team were more likely to sacrifice now for benefit in the future, enjoy taking risks, and emphasize wealth. Results highlight the importance of understanding the effects of values on sports attitudes and consumption.