Online Sport Event Consumers: Attitude, E-Quality and E-Satisfaction

Santos, Manuel Alonso Dos; Moreno, Ferrán Calabuig; Ríos, Francisco Montoro; Alguacil, Mario

doi:10.4067/s0718-18762017000200005

Cited by 22 publications

(10 citation statements)

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“…Concretely, these value dimensions explain 54% of the variance of future intentions and 51% of the variance of the satisfaction of sports spectators. Hence, this multidimensional scale of perceived value shows its validity in predicting these two outcomes, as previous studies have proved, but with unidimensional scales [16][17][18]. Moreover, these findings highlight the importance of perceived value and the high predictive value of this variable [16,36,37,63].…”

Section: Discussionsupporting

confidence: 72%

“…Concerning the variables used as outcomes of the management success of the sports services, satisfaction and future intentions are the most commonly used [16][17][18][19][20]. Among the variables studied to provide these outcomes, we can find service quality [21][22][23][24] and perceived value [25][26][27], together with others, such as emotions [16,28], identity with teams [29,30], or attendance reasons [31,32].…”

Section: Introductionmentioning

confidence: 99%

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Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management

2020

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The perception of sporting events spectators is a crucial area of research in the sport management field. These studies analyze different variables, the perceived value of which has gained relevance in recent years. By providing superior value to consumers, organizations can achieve a competitive advantage and guarantee their sustainability. However, a limitation found in the literature is that most of the scales used to measure it are one-dimensional or with single items, and do not provide enough information. Therefore, this study aims to analyze the psychometric properties of the Multidimensional Scale of Perceived Value (PVSE) for the evaluation of sporting events. The questionnaire was administered to a sample of 497 spectators with an average age of 36.57 years (SD = 12.23) at a basketball sporting event. The results showed the validity of the multidimensional structure of this scale for sporting events (χ2(gl) = 981.22 (284); S-B χ2(gl) = 0.93; NNFI = 0.94; IFC = 0.94; Incremental F Index (IFI) = 0.94; RMSEA (IC) = 0.057 (0.05–0.06)). Specifically, six dimensions were found to be the appropriate psychometric properties of the scale (α = 0.81). This multidimensional scale of perceived value can be a useful tool for the evaluation of sports consumer experiences, considering both the benefits and sacrifices that a spectator makes when attending a sporting event. Hence, sport managers will be able to discover how to create policies to provide more value to sports spectators, which will be reflected in the sustainability of sporting events.

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Section: Discussionsupporting

confidence: 72%

Section: Introductionmentioning

confidence: 99%

Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management

2020

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“…In this sense, and due to the great technological evolution of recent years, the study of brand image and sports events has also been oriented, as in other areas, to the virtual environment. Therefore, the study of online strategies related to sports events [86] as well as the role of social media in the sports context [87][88][89][90] has become important. Regarding the confirmation of congruence as a starting point for the improvement of other aspects of the brand, there are publications that are consistent with this research, indicating that such congruence is an element that has an impact on aspects such as satisfaction or emotional commitment, as well as with brand trust and loyalty that consumers can develop towards it [38,[91][92][93][94].…”

Section: Discussionmentioning

confidence: 99%

Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

2020

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The aim of this research is to test the psychometric properties and relationships of a model where, from brand congruence of a sport event, trust and commitment to it can be generated, influencing future behavior of participants and resulting in a higher recommendation also called Word of Mouth (hereinafter WOM). A quantitative approach has been carried out by means of a validated questionnaire with Likert-type responses, and data were analyzed with the EQS 6.4 software. The findings indicated that the model is adequate, and also confirm that from congruence, we can explain, at a theoretical level, 45% of trust, and in the same way, from the congruence and trust, we can explain 67% of the commitment with the brand. Finally, it is confirmed that trust and brand commitment significantly influence WOM, predicting it up to 51%. These conclusions provide implications to managers, to guide their marketing strategies more effectively and to know what is important to achieve the desired behaviors, which will favor the sustainability of the event and the generation of positive impacts in the host location. This research also provides original information in a context such as sporting events where the study of brand image is practically non-existent.

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“…The relationship between service quality, participants’ satisfaction and behavioral intention has been discussed extensively in sport literature (Biscaia et al , 2013; Kouthouris and Alexandris, 2005; Toosi et al , 2014; Yu et al , 2014). Alonso-Dos-Santos et al . (2017) and Cronin and Taylor (1992) discovered that service quality was an important predictor and determiner of consumer satisfaction.…”

Section: Relationship Between Service Quality Satisfaction and Behavioral Intentionmentioning

confidence: 99%

The effect of service quality on foreign participants’ satisfaction and behavioral intention with the 2016 Shanghai International Marathon

Ren

Zhang

et al. 2019

IJSMS

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Purpose The purpose of this paper is to examine foreign participants’ service quality, satisfaction and behavioral intention during the 2016 Shanghai International Marathon, and to gain a better understanding of the impact of service quality on their satisfaction and behavioral intention. Design/methodology/approach An English questionnaire was originally designed on the basis of the literature review of service quality, overall satisfaction and re-participation intention to assess the purpose of the study. Data were collected from 308 foreign runners including 61.7 percent (n=190) of male and 38.3 percent (n=118) of the female. Structural equation modeling was employed to check the proposed model and to test the impact of service quality on foreign participants’ overall satisfaction and behavioral intention. Findings A positive correlation was captured between the following: service quality and overall satisfaction (r=0.752, p<0.01), overall satisfaction and behavioral intention (r=0.876, p<0.01), and between service quality and participants’ behavioral intention (r=0.760, p<0.01). Furthermore, the service quality of Shanghai International Marathon had an indirect effect on foreign participants’ behavioral intention. The structural model fits the data well (R2=0.823). Research limitations/implications First, the sample size was small and was just drawn from one event, which can be taken with caution in the context of the generalization of findings. Second, the results are specific to 2016 Shanghai International Marathon participants and cannot be generalized with other events in China or around the world. Practical implications The results are practical for the marathon event organizers to better understand foreign participants’ needs and improve their services. This study has a significant importance to the sports events organizers, especially the organizers of the Shanghai International Marathon in terms of a better understanding the level of their service. This study will also help the event organizers to adapt their strategies and their efforts to increase Shanghai International Marathon foreign participants’ satisfaction and intention to repurchase or to share with others. Social implications This study contributes to the foreign participant’s satisfaction literature. In fact, many studies were carried on event spectators’ satisfaction while rare studies were carried on event participants’ satisfaction, especially marathon foreign participants’ satisfaction, and this study will supplement studies related to sport events participation. This will be convenient for sports managers and scholars to better understand the impact of service quality on participants’ satisfaction and behavioral intention in the field of sports events management. Meanwhile, the results were extremely useful to Shanghai during the process of constructing a “world-famous sports city” and “modern international metropolis”. Originality/value Little literature focus on foreign participants of Shanghai International Marathon, which is important in the process of shaping city image and building world-famous city. Are foreign participants satisfied with the Shanghai International Marathon? Which aspect of the service quality is of greater value for them? What are the influencing factors of their behavioral intention and word-of-mouth communication? What are the specific impact paths among the service quality, overall satisfaction and behavioral intention variables? To examine the objectives, the study was designed to target foreign participants’ service quality, satisfaction and behavioral intention. Besides, structural equation model was applied in this study to explore the path relationship between service quality, satisfaction and behavioral intention specifically.

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Online Sport Event Consumers: Attitude, E-Quality and E-Satisfaction

Cited by 22 publications

References 100 publications

Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management

Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management

Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

The effect of service quality on foreign participants’ satisfaction and behavioral intention with the 2016 Shanghai International Marathon

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