Pub Date : 2019-07-12DOI: 10.1108/ijsms-04-2018-0034
Yanling Duan, Bing Liu, Yanpeng He
The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.,Date were collected from three Chinese marathon races. The paper presents the conceptual model of the study and adopted a mixed method to identify the motivations of marathon spectators; structural equation modeling (SEM) was used to test the measurement and substantive models; regression analysis was used to detect the specific effects of the various spectator motivations on spectator satisfaction and behavioral intention.,The paper provides empirical evidences about how marathon spectator motivation affects the behavioral intention. The research results from a path analysis of the spectator motivation–satisfaction–behavioral intention model show that: spectator motivation has significant positive effects on behavioral intention, the indirect path dominates the total effect of motivation on behavioral intention via satisfaction as a mediating variable; satisfaction is positively associated with behavioral intention, and it plays mediate role between spectator motivation and behavioral intention. The result of regression analysis indicates that various spectator motivations have different influences on the satisfaction and behavioral intention, motives of excitement and diversion have significant effect on satisfaction and behavioral intention, but socialization motive is not significantly associated with the satisfaction and behavioral intention.,This paper first fulfills an identified need to explore mass sports event spectator motivations and its influential mechanism on behavioral intention among Chinese marathon races by survey. It contributes greatly to the literature of mass sports spectator motivation and consumption theory, provides important managerial implications for Chinese sports organizations as to how to improve spectator orientation degree.
{"title":"Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon","authors":"Yanling Duan, Bing Liu, Yanpeng He","doi":"10.1108/ijsms-04-2018-0034","DOIUrl":"https://doi.org/10.1108/ijsms-04-2018-0034","url":null,"abstract":"The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.,Date were collected from three Chinese marathon races. The paper presents the conceptual model of the study and adopted a mixed method to identify the motivations of marathon spectators; structural equation modeling (SEM) was used to test the measurement and substantive models; regression analysis was used to detect the specific effects of the various spectator motivations on spectator satisfaction and behavioral intention.,The paper provides empirical evidences about how marathon spectator motivation affects the behavioral intention. The research results from a path analysis of the spectator motivation–satisfaction–behavioral intention model show that: spectator motivation has significant positive effects on behavioral intention, the indirect path dominates the total effect of motivation on behavioral intention via satisfaction as a mediating variable; satisfaction is positively associated with behavioral intention, and it plays mediate role between spectator motivation and behavioral intention. The result of regression analysis indicates that various spectator motivations have different influences on the satisfaction and behavioral intention, motives of excitement and diversion have significant effect on satisfaction and behavioral intention, but socialization motive is not significantly associated with the satisfaction and behavioral intention.,This paper first fulfills an identified need to explore mass sports event spectator motivations and its influential mechanism on behavioral intention among Chinese marathon races by survey. It contributes greatly to the literature of mass sports spectator motivation and consumption theory, provides important managerial implications for Chinese sports organizations as to how to improve spectator orientation degree.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"1 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2019-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-04-2018-0034","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42498529","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-11-05DOI: 10.1108/IJSMS-01-2017-0007
Sunil Hazari
Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption.,Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm.,The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption.,This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication.,As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.
{"title":"Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics.","authors":"Sunil Hazari","doi":"10.1108/IJSMS-01-2017-0007","DOIUrl":"https://doi.org/10.1108/IJSMS-01-2017-0007","url":null,"abstract":"Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption.,Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm.,The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption.,This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication.,As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"19 1","pages":"396-414"},"PeriodicalIF":2.2,"publicationDate":"2018-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/IJSMS-01-2017-0007","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48315165","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-11-05DOI: 10.1108/IJSMS-08-2016-0044
Mónica Haro-González, Raquel Pérez-Ordás, Alberto Grao-Cruces, R. Nuviala, A. Nuviala
The purpose of this paper is to determine how an instrument – designed to assess quality, value, and satisfaction – works, and compare results obtained in female users of unisex sports services and fitness centres and female users of exclusively female sports services and fitness centres.,A total of 745 women belonging to 62 sports services and fitness centres took part in this study; 36.60 per cent were members of female-exclusive centres. The average age was 32.97±14.11 years. In total, 38.70 per cent of the women surveyed used the sports services and fitness centres twice a week for 66.37±32.87 minutes on average. The EPOD2 questionnaire was used. This instrument is made up of 25 items and measures quality, value, and satisfaction. The invariance of the factorial structure in the two groups was verified and regression coefficients were calculated for the relationships in the model.,The model is stable in both of the groups. Quality is a predecessor of value and satisfaction. Value is related to a large extent to Satisfaction. The dimensions of quality (activity, sports instructors, service personnel, and space) are directly related to value and/or satisfaction. There are significant differences in the standardised values that relate quality and its dimensions with the value and satisfaction between women users of female-exclusive centres and women users of unisex centres.,This paper is important because the findings of this study can be applicable to help sports services and fitness centres, whether unisex centres or female-exclusive centres, obtain better assessments from female users.
{"title":"Female users of unisex fitness centres and of fitness centres exclusive for women: satisfaction","authors":"Mónica Haro-González, Raquel Pérez-Ordás, Alberto Grao-Cruces, R. Nuviala, A. Nuviala","doi":"10.1108/IJSMS-08-2016-0044","DOIUrl":"https://doi.org/10.1108/IJSMS-08-2016-0044","url":null,"abstract":"The purpose of this paper is to determine how an instrument – designed to assess quality, value, and satisfaction – works, and compare results obtained in female users of unisex sports services and fitness centres and female users of exclusively female sports services and fitness centres.,A total of 745 women belonging to 62 sports services and fitness centres took part in this study; 36.60 per cent were members of female-exclusive centres. The average age was 32.97±14.11 years. In total, 38.70 per cent of the women surveyed used the sports services and fitness centres twice a week for 66.37±32.87 minutes on average. The EPOD2 questionnaire was used. This instrument is made up of 25 items and measures quality, value, and satisfaction. The invariance of the factorial structure in the two groups was verified and regression coefficients were calculated for the relationships in the model.,The model is stable in both of the groups. Quality is a predecessor of value and satisfaction. Value is related to a large extent to Satisfaction. The dimensions of quality (activity, sports instructors, service personnel, and space) are directly related to value and/or satisfaction. There are significant differences in the standardised values that relate quality and its dimensions with the value and satisfaction between women users of female-exclusive centres and women users of unisex centres.,This paper is important because the findings of this study can be applicable to help sports services and fitness centres, whether unisex centres or female-exclusive centres, obtain better assessments from female users.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"19 1","pages":"384-395"},"PeriodicalIF":2.2,"publicationDate":"2018-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/IJSMS-08-2016-0044","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47723661","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-09DOI: 10.4324/9781315175614-10
M. Fetchko, D. Roy, K. E. Clow
{"title":"Communications Channels","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-10","DOIUrl":"https://doi.org/10.4324/9781315175614-10","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"8 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79071768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Brand Communications Strategy","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-8","DOIUrl":"https://doi.org/10.4324/9781315175614-8","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"1 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75916808","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-10-09DOI: 10.4324/9781315175614-13
M. Fetchko, D. Roy, K. E. Clow
{"title":"Delivery of Sports Experiences","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-13","DOIUrl":"https://doi.org/10.4324/9781315175614-13","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"1 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82104764","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Product Strategy","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-6","DOIUrl":"https://doi.org/10.4324/9781315175614-6","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"49 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86499752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Marketing Environment","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-3","DOIUrl":"https://doi.org/10.4324/9781315175614-3","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"28 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81191092","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to i determine the impact of experiential marketing, product quality, and customer satisfaction on customer loyalty for Nike shoes users. The data collection method used a survey method with purposive sampling on a Likert scale. The object of this research is 205 respondents who i are Nike shoe users in Bekasi. This research uses SPSS software version 24 i and SEM (Structural Equation Modeling) AMOS version 24 for data analysis. The results showed: (1) experiential marketing had a positive and significant effect on customer satisfaction, (2) product quality had a positive i and significant effect on customer satisfaction, (3) experiential marketing had a positive and significant effect on customer loyalty, (4) product quality has a positive and significant effect on customer loyalty, and (5) i customer satisfaction has a positive and significant effect on customer loyalty.
{"title":"Experiential Marketing","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-7","DOIUrl":"https://doi.org/10.4324/9781315175614-7","url":null,"abstract":"This study aims to i determine the impact of experiential marketing, product quality, and customer satisfaction on customer loyalty for Nike shoes users. The data collection method used a survey method with purposive sampling on a Likert scale. The object of this research is 205 respondents who i are Nike shoe users in Bekasi. This research uses SPSS software version 24 i and SEM (Structural Equation Modeling) AMOS version 24 for data analysis. The results showed: (1) experiential marketing had a positive and significant effect on customer satisfaction, (2) product quality had a positive i and significant effect on customer satisfaction, (3) experiential marketing had a positive and significant effect on customer loyalty, (4) product quality has a positive and significant effect on customer loyalty, and (5) i customer satisfaction has a positive and significant effect on customer loyalty.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"1 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89497025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Brand Communications Campaigns","authors":"M. Fetchko, D. Roy, K. E. Clow","doi":"10.4324/9781315175614-9","DOIUrl":"https://doi.org/10.4324/9781315175614-9","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"3 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2018-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87916062","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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