College students represent an important target market for intercollegiate athletic marketers; however, re-cent years have seen a nationwide trend of declining student attendance at high-profile sporting events (Cohen, 2014; Rowland, 2019). The current study examined this issue by studying the influence of constraints on student attendance. Data were collected in partnership with the National Association of Collegiate Marketing Administrators (NACMA). In total, more than 23,000 respondents from 60 NCAA Di-vision I institutions participated in the study. Conjoint analysis was utilized to assess student attendance preferences across a set of attributes to determine the relative importance of each constraint tested. Separate analyses were conducted for both football and men’s basketball samples as well as NCAA conference tier (Power Five, Group of Five, FCS). Results indicated constraint importance varied by market segment. Of note, as passion levels among student respondents increased, importance shifted from ticket price to seat location and game day atmosphere.

中文翻译：

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大学体育赛事的学生出勤率下降：测试约束的相对影响

大学生代表了校际体育营销人员的重要目标市场；然而，近年来，全国范围内的学生参加备受瞩目的体育赛事的人数呈下降趋势（Cohen，2014；Rowland，2019）。目前的研究通过研究约束对学生出勤率的影响来检验这个问题。数据是与全国大学营销管理人员协会 (NACMA) 合作收集的。总共有超过 23,000 名来自 60 家 NCAA 一级机构的受访者参与了这项研究。联合分析用于评估学生对一组属性的出勤偏好，以确定每个测试约束的相对重要性。分别对足球和男子篮球样本以及 NCAA 会议级别（Power Five, 五人组，FCS）。结果表明，约束重要性因细分市场而异。值得注意的是，随着学生受访者热情水平的提高，重要性从票价转移到座位位置和比赛日气氛。