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Spectator satisfaction model for mass participant sport events: antecedents and consequences

Yanling Duan (School of Economics and Management, Shanghai University of Sport, Shanghai, China)
Bing Liu (Physical Education College, Shanghai University, Shanghai, China)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 3 July 2020

Issue publication date: 6 April 2021

389

Abstract

Purpose

The purpose of this paper is to propose and examine an integrated model of spectator satisfaction in mass participant sport events.

Design/methodology/approach

The Wuhan marathon, held in the middle of China, was selected serve for the study to examine the antecedents and consequences of spectator satisfaction at mass participant sport events. Data were collected from 956 spectators of the event on the day of the race. Structural equation modeling was used to examine the research model proposed by this study.

Findings

Structural equation modeling results indicate the following. First, the event image and perceived social impact of the event are important predictive factors of spectator satisfaction. Second, spectator satisfaction is positively associated with behavioral intentions toward the event and the sponsors' product. Third, spectator satisfaction plays a significant mediating role between the antecedents and consequences; specifically, compared to perceived social impacts of the event, event image has greater indirect effects on both event-related behavioral intentions and event sponsors' products.

Originality/value

Until now, there has not been an integrated research study on the sport spectator satisfaction model in the context of mass participant sport events. This paper thus extends the understanding of the spectator satisfaction in the context of mass participant sport events, and the findings provide valuable implications for holding cities and event organizers of mass participant sport events in emerging countries.

Keywords

Citation

Duan, Y. and Liu, B. (2021), "Spectator satisfaction model for mass participant sport events: antecedents and consequences", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 2, pp. 385-406. https://doi.org/10.1108/IJSMS-09-2019-0104

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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