Applying the Theory of Planned Behavior to Explore Match Attendance Intentions and Behavioral Patterns of V. League Fans

This study applied the Theory of Planned Behavior (TPB) to examine the determinants of match attendance intentions among professional football fans in the Vietnam Professional Football League (V.League). Specifically, the study investigated the effects of attitude, subjective norm, and perceived behavioral control on spectators' behavioral intentions to attend football matches. A quantitative research design was adopted, and data collected using a structured questionnaire. The target population consisted of V.League spectators who had attended at least one professional football match during the previous six months. Using purposive sampling, a total of 439 valid questionnaires were obtained for analysis. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the proposed research model and hypotheses. The results indicated that attitude, subjective norm, and perceived behavioral control positively influenced behavioral intention. Among the three antecedents, perceived behavioral control exerted the strongest effect on behavioral intention (β = 0.290), followed by subjective norm (β = 0.223) and attitude (β = 0.141). The model explained 28.5% of the variance in behavioral intention, demonstrating the applicability of the TPB in explaining football spectators' attendance intentions. This study contributes to the sport marketing literature by extending the application of the TPB to the context of professional football spectatorship in Vietnam. The findings provide practical insights for football clubs and league administrators seeking to enhance spectator attendance through strategies that improve accessibility, strengthen social engagement, and foster positive perceptions of match attendance.