International Journal of Sports Marketing & Sponsorship最新文献_第9页

Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon 体育观众动机、满意度与行为意向的关系研究:来自中国马拉松赛的实证证据

IF 2.2 4区教育学

International Journal of Sports Marketing & Sponsorship Pub Date : 2019-07-12 DOI: 10.1108/ijsms-04-2018-0034

Yanling Duan, Bing Liu, Yanpeng He

{"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}

引用次数: 19

Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics. 调查社交媒体消费、体育热情和性别对里约奥运会赞助结果的影响。

IF 2.2 4区教育学

International Journal of Sports Marketing & Sponsorship Pub Date : 2018-11-05 DOI: 10.1108/IJSMS-01-2017-0007

Sunil Hazari

{"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}

引用次数: 16

Female users of unisex fitness centres and of fitness centres exclusive for women: satisfaction 男女通用健身中心和女性专用健身中心的女性用户：满意度

IF 2.2 4区教育学

International Journal of Sports Marketing & Sponsorship Pub Date : 2018-11-05 DOI: 10.1108/IJSMS-08-2016-0044

Mónica Haro-González, Raquel Pérez-Ordás, Alberto Grao-Cruces, R. Nuviala, A. Nuviala

{"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}

引用次数: 22

Communications Channels 通信信道

IF 2.2 4区教育学

International Journal of Sports Marketing & Sponsorship Pub Date : 2018-10-09 DOI: 10.4324/9781315175614-10