Introduction: Along with development of sports industry, the marketing is considered more than ever in sport organizations. The sports marketers should carefully examine and analyze the behavior of sport consumers. The sports consumers’ behaviors include various mental and social processes before and after the activities related to purchase and consumption of sports goods and services or participation in sports events. The researchers look for valid and reliable tools to assess the purchase behavior of spectators. However, this study aimed to determine the validity and reliability of Kim’s Sports Spectators’ Consumption Behavior Questionnaire (2008) among Iranian spectators. Methodology: After getting permission from Kim, his Sports Spectators’ Consumption Behavior Questionnaire (2008) was translated in three steeps. This questionnaire consists of 12 questions and 5 components including future intention, word of mouth advertising, the amount expenses, alternative choices to the attendance, and consumption merchandise. The content and face validity was assessed and modified using the views of experts. A pilot study was conducted on spectators of Esteghlal- Rahahan game at Azadi Stadium to determine the reliability. All purchase behavior components had Alpha Cronbach and combined reliability higher than 0.7 (acceptable). However, 696 spectators of Esteghlal -Persepolis game at Azadi Stadium were randomly selected to assess construct validity. The confirmatory factor analysis was used to test the construct validity. Results: The LISREL output showed that the indicators for assessing sports spectators’ consumption behavior components had reliability and may measure sports spectators’ consumption behavior (0.90< AGF, GFI, NFI, CFI, RMSEA <0.08). Discussion: According to findings, it can be said that the adapted Sports Spectators’ Consumption Behavior Questionnaire can be used as a reliable and valid scale among sports spectators in Iran. Also, the benefits such as more word of mouth advertisement, more ticket sales, increased spectators, and etc. may be achieved.
