Journal
JOURNAL OF SPORT MANAGEMENT
Volume 32, Issue 1, Pages 38-52Publisher
HUMAN KINETICS PUBL INC
DOI: 10.1123/jsm.2017-0042
Keywords
consumer behavior; participant sport; purchase behavior; purchase intention; recurring sporting event
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The authors investigated the influence of consumer characteristics (prior race experience, gender, age, education, family structure, and area of residence) on event satisfaction and the satisfaction-repeat participation link in the context of a long-distance running event. Based on a survey of runners (N = 3,295) combined with registration data from two races, results suggest characteristics that commonly influence satisfaction in nonsport contexts fail to demonstrate similar effects in participant sport events. Results provide evidence that first-time marathon participation and variety-seeking behavior specific to running represent meaningful predictors of decreased future event participation behavior. Evidence is provided of a linear satisfaction-behavior relationship. In addition, the impact of using behavioral intention as a proxy for behavior in academic research is examined, indicating that caution must be observed regarding inherent differences between the constructs. Results from the current study provide sport organizations with a better understanding of why consumers make repeat purchases of sport-related experience products.
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