Affective experience of J. League fans: the relationship between affective experience, team loyalty and intention to attend

The effects of emotions on football spectators' satisfaction and behavioural intentions

“…For example, Bougie et al (2003) noted that anger was a significant predictor of switching behaviours and negative word-of-mouth. Contrary, Sumino and Harada (2004) stated that this unpleasant emotion positively influenced the spectators' commitment with the team, and also reported that excitement was a predictor of the intentions to attend future games. In addition, Louro et al (2005) found that pleasant emotions such as pride can reduce consumer's repurchase intentions, and that these effects were independent of satisfaction.…”

“…Hong, Macdonald, Fujimoto and Yoon (2005) suggested that the positive emotional bond with the club is crucial to spectator's intention to attend games and 230 R. Biscaia et al buy merchandise. Sumino and Harada (2004) found that excitement was a predictor of the intentions to attend future games. On the contrary, negative emotions during service consumption experiences may induce unfavourable behavioural intentions (Bougie, Pieters, & Zeelenberg, 2003).…”

“…Next, a scale refinement was conducted and only the four items loading the highest on this construct were selected for further analysis in order to ensure reliability and parsimony of the model (Table 1). This pleasant emotion was named 'Joy' to better reflect the item content and supporting literature (Madrigal, 1995;Sumino & Harada, 2004). The final measurement model consisted of 22 items, with four items representing the 'Anxiety', 'Dejection', 'Anger' and 'Joy' subscales, while three items represented the 'Satisfaction' and 'Behavioural Intentions' measures.…”

“…Furthermore, emotions were analysed based on mere valence (positive or negative) and the behavioural consequences of specific emotions were ignored. In turn, Sumino and Harada (2004) considered six categories of emotions (joy, anger, sadness, excitement, worry and love) from the Consumption Emotion Set (CES: Richins, 1997) to measure the affective experience of football fans at the stadium. This study examined the relationship between specific emotions and subsequent behavioural intentions.…”

“…Also, several studies in sport settings have focused on emotions as outcome variables (Funk & Pritchard, 2006;Madrigal, 2008), but with few exceptions (e.g. Sumino & Harada, 2004), little is known about the array of different emotions experienced by spectators during sporting events and how specific emotions contribute to increase satisfaction and behavioural intentions. Thus, the purpose of this study was to investigate the relationship between football spectators' emotions at stadiums with satisfaction levels and behavioural intentions.…”