The impacts of national cultural-value configurations on spectator sport attitudes and fan team identification were examined. The proposition was explored that associations among fans' sports attitudes and team identification are weaker in cultures with value systems centering on the pursuit of knowledge versus cultures centering on individual liberty and enjoyment of life. Surveys of comparable samples of college students were taken from 3 countries: Korea (n = 92), Taiwan (n = 99), and USA (n = 167). It was found that the relationships between spectator sport attitudes and team identification were higher for the American sample than for the Korean and Taiwanese samples. This pattern of findings supported the proposition.Keywords: sport attitude, spectator sport, fan team identification.Attitudes toward spectator sport, the level of team identification, and the relationships between the attitudes and team identification are likely to be different for Americans, Koreans, and Taiwanese because of the impacts of Confucian tradition and of individualism-collectivism cultural values (Hofstede, 2001). In this study Confucian propositions, the cultural values of individualism-SOCIAL
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