Introduction: nowadays all successful organizations have a common dominator and it’s that the attention of all of them is concentrated on customer. Professional sport clubs and organizations specially attend to investigate target market and customers in order to meet customer’s needs and benefit from it, too. By review of factors affecting attendance for remove barriers against attendance and meet spectator’s needs, we can satisfy them and provide attendance and attend again grounds. So this paper was done in order to determine the effect of factors affecting attendance on spectator’s purchase behavior. Methodology: for this purposes, spectators of Esteghlal and Perspolis clubs is chosen as statistical population by the method of structural equations. Due to the lack of the exact number of statistical population, the Cochran formula was used. 696 spectators was chosen randomly and fill Alimohammadi’s questionnaire of factors affecting attendance (1390), and Kim’s questionnaire of consumption behavior of spectators (2008), voluntarily. The questionnaire of "Factors Affecting Attendance" is consist of 33 item that measure 8 components (facility, information and attractiveness, performance and backgrounds of the teams, timing and notification, vicarious achievement, attendance and support, interaction and escape, excitement) and the questionnaire of " Consumption Behavior" is consist of 12 item that measure 5 components (future intention, word of mouth advertising, consumption merchandise, alternative choices to the attendance, the amount of expenses). The method of structural equations is used in order to modeling equations for testing hypothesis about cause and effect relations between dependent and independent variables. Results and Discussion: findings of structural equations model show that the components of factors affecting attendance have an effect of 63% on spectator’s purchase behavior of Esteghlal and Perspolis clubs. Conclusion: According to the results of this study, it is suggested to the managers and the executives of these clubs to pay more attention to the fans club and making appropriate atmosphere of the stadium, sell sport merchandise by licensed shops and E-shopping, along with expenditure for assign coaches and players for improve quality and technical performance of those teams.
