摘要：The present study aims at investigating the factors affecting the attendance of Iran National Football Team fans in 2018 FIFA World Cup based on the “consumed values” theory. The method was analytically descriptive and applied from objective perspective which was conducted in the field. The population included all Iranian fans attending the Russia during the 2018 FIFA World Cup. Due to lack of accurate statistics on them, 384 persons were selected randomly by accessible sampling technique based on the table developed by Krejcie and Morgan for unknown population. The measurement tools included a researcher-made questionnaire of which the validity and reliability was confirmed through taking the professors and experts (10 persons) opinions while reviewing closely the context and literature. Its reliability was also calculated by Cronbach’s alpha (0.84). To analyse the data, descriptive statistics (mean, SD) and inferential statistical methods (Pearson correlation coefficient, exploratory factor analysis and second order confirmatory factor analysis) were used. Results showed that the most important reason for attendance of fans in stadiums are emotional, social, cognitive, conditional and functional factors with load factors of 0.98, 0.94, 0.91, 0.85, 0.64, respectively. Emotional values and nationalism are among the factors that explain the presence of fans in national team matches globally, far more than other values used by fans at lower levels. This has led fans to neglect obstacles such as distance, economic size, weather conditions, ticket prices and housing conditions, and to attend the stadium to attend the World Cup in these places is synonymous with pride national and social image.
关键词：Fans;Pattern of rationality;FIFA World Cup;consumer behavior;Consumed Values
