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Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon

Yanling Duan (Economics and Management School, Shanghai University of Sport, Shanghai, China)
Bing Liu (Economics and Management School, Shanghai University of Sport, Shanghai, China)
Yan He (School of Business, Jinling Institute of Technology, Nanjing, China)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 11 July 2019

Issue publication date: 21 July 2020

Abstract

Purpose

The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Keywords

Citation

Duan, Y., Liu, B. and He, Y. (2020), "Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 3, pp. 409-425. https://doi.org/10.1108/IJSMS-04-2018-0034

Publisher

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Emerald Publishing Limited

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