In this study, the theory of planned behaviour was used to better understand consumers’ intentions to attend a sport event (i.e., hockey). The theory was also extended by including previous behaviour. Data were gathered from 136 university students enrolled in physical activity classes. After controlling for race, independent variables accounted for 64% unique variance in intentions. Attitudes, subjective norms, previous behaviour and perceived behavioural control-time were positively related to intentions, with the former two variables accounting for the most variance. Results are discussed in relation to theoretical extensions, practical implications and future directions.
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