The purpose of this paper is to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.
Date were collected from Chinese three marathon races. The paper presents the conceptual model of the study; to identify the motivations of marathon spectators, a mixed method was adopted, structural equation modeling was used to test the measurement and substantive models and regression analysis was used to detect the specific effects of the various spectator motivations on spectator satisfaction and behavioral intention.
The paper provides empirical pieces of evidence 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 a mediating 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 significant 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 and provides important managerial implications for Chinese sports organizations as to how to improve spectator-orientation degree.
Duan, Y., Liu, B. and He, Y. (2019), "Study on relationships among sports spectator motivations, satisfaction, and behavioral intention: Empirical evidence from Chinese marathon", International Journal of Sports Marketing and Sponsorship, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSMS-04-2018-0034Download as .RIS
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