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SACAD: Scholarly Activities

Abstract

Title: Understanding Student Attendance Drivers for Collegiate Basketball: A Study of Midwest Division II University Men’s and Women’s Programs

Names: Gonzalez, J., Hileman, J., Beckett, N., Dirane, M., Egger, S., Montney, J.

Basketball Games Student attendance is a vital component of the collegiate athletic experience, yet the specific drivers behind game-day participation are often complex. This exploratory and descriptive study examines the factors influencing a midwest division II university students’ decisions to attend men’s and women’s basketball games. The primary objective is to identify and quantify key influences on attendance, including game atmosphere, team performance, promotional incentives, scheduling, social factors, and school affiliation. Methodology The study utilizes a cross-sectional, one-time online survey distributed to the student body. The survey uses validated measures, Sport Interest Inventory (SII) and Motivation Scale for Sports Consumption. Participants include currently enrolled students aged 18 and older, recruited via email, social media, and classroom announcements. The recruitment process was designed for equitable access, ensuring a diverse representation across gender, race, and academic standing. The survey, which takes approximately 10–15 minutes, evaluates student perceptions of both the men’s and women’s programs without preference for one over the other. Anticipated Impact By identifying trends and frequencies in attendance-related factors, this research seeks to provide the university’s athletic department with data-driven insights. Findings will assist in

optimizing marketing strategies, enhancing fan engagement, and refining event operations. This study serves as a baseline for understanding student behavior, ultimately aiming to foster a more vibrant and supportive game-day environment for basketball. Results Results indicated that the strongest drivers of student attendance are "Big Rivalry games" and personal connections with players. Conversely, while students are aware of the FHSU loyalty program, they significantly lack an understanding of how the points system works. Furthermore, on-campus students attended significantly more games than off-campus students, and past attendance was the strongest predictor of future attendance. These findings suggest FHSU athletics should shift marketing toward highlighting player personalities and rivalry matchups, while simplifying the student rewards program to build long-term attendance habits among younger, on-campus students.

Faculty Advisor

Justin Montney

Department/Program

Health and Human Performance

Submission Type

in-person poster

Date

4-8-2026

Rights

Copyright the Author(s)

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