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1 – 10 of over 2000Taeahn Kang, Rei Yamashita and Hirotaka Matsuoka
Although many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19…
Abstract
Purpose
Although many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19 pandemic. The purpose of this research is twofold: (1) to classify sport spectators into key segments based on perceived risks associated with a mass-gathered sporting event during the COVID-19 pandemic and (2) to identify each segment’s profiles.
Design/methodology/approach
Questionnaire surveys of spectators attending a Japanese rugby game during the COVID-19 pandemic (January–June 2021) were conducted (n = 1,410). A combination of hierarchical and non-hierarchical clustering methods was executed.
Findings
The results revealed the five-cluster solution as the optimal number of clusters representing the samples (i.e. spectators with extremely low-risk perception, those with low-risk perception, those with moderate-risk perception, those with high-risk perception and those with higher social risk perception). This five-cluster solution showed sufficient stability and validity. Moreover, each segment had different profiles regarding three background aspects – demographics, psychographics and behavioral variables.
Originality/value
This study is the first effort to segment sport spectators based on perceived risks associated with a mass-gathered sporting event in the pandemic situation. Despite extensive segmentation studies to explore sport fans, contribution reflecting the post-crisis situations is scant. Therefore, the findings provide insight into this realm by providing a new viewpoint for understanding sport spectators during a possible future pandemic era.
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Kyu-soo Chung, Chad Goebert and John David Johnson
With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect…
Abstract
Purpose
With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect their intentions to consume VR products and services. For this purpose, the study puts forth an expanded stimulus-organism-response (S-O-R) model. In this framework, the stimuli are the sensory imagery and stimuli, the organism factors are presence and arousal and the response is the consumption intention. This model adeptly encapsulates the comprehensive process of stimuli while spectating a sporting event in a virtual environment.
Design/methodology/approach
For a VR stimulus, researchers developed a 3-min collegiate women’s volleyball game. Watching the game in VR were 131 collegiate students, who were then questioned about their visual and aural imagination of the game stimuli, perceived visual and aural stimuli, sense of presence, arousal and VR consumption intentions. To ensure the validity and reliability of the measurement model, confirmatory factor analysis was first conducted. Subsequently, the model was subjected to path analysis.
Findings
The measurement model demonstrated both validity and reliability. The subsequent path analysis yielded the model’s satisfactory fit. In particular, the mental visualization of VR spectators significantly influenced their perception of visual stimuli, while their imaginative engagement with auditory aspects impacted their perception of aural stimuli. The observed visual stimuli positively impacted the degree of presence experienced and the level of arousal induced. Similarly, the auditory stimuli exerted comparable effects on presence and arousal. The sense of arousal exhibited a considerable influence on the sense of presence. Furthermore, arousal emerged as a substantial determinant of individuals' VR consumption intentions.
Originality/value
The study highlights that the affective status of VR sport spectators is dominant in determining their consumption intentions. Also, the study finds the decisive role of presence in processing sensory stimuli in virtual sport spectating. It also provides managerial insight into designing and customizing VR sport experiences to be more enjoyable and impactful.
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Hung-Che Wu and Ching-Chan Cheng
The purpose of this paper is to examine the relationships among the experiential quality (EQ) dimensions, experiential satisfaction (ES), experiential involvement (EI), host city…
Abstract
Purpose
The purpose of this paper is to examine the relationships among the experiential quality (EQ) dimensions, experiential satisfaction (ES), experiential involvement (EI), host city image (HCI), experiential equity (EE), spectator affection (SA) and experiential loyalty (EL) in the sport context.
Design/methodology/approach
The data used in this study were based on a sample of 674 spectators from the finals of the men’s and women’s football tournaments held at the Maracanã Stadium in Rio, indicating that the proposed model fitted the data.
Findings
Findings show that the six EQ dimensions physical environment quality, outcome quality, access quality (AQ), game quality, trip quality (TQ) and security quality (SQ), EI, EE, HCI and SA positively influence ES. Also, EI moderates the relationship between HCI and EL. Moreover, EL is influenced by EI, HCI, SA and ES.
Practical implications
Results will assist sport management in developing and implementing market-orientated service strategies to increase the EQ dimensions, ES, EI, EE, HCI and SA in order to increase EL.
Originality/value
This study provides data that result in a better understanding of the relationships among the EQ dimensions, ES, EI, HCI, EE, SA and EL in the sporting context.
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Wonseok (Eric) Jang, Yong Jae Ko and Sylvia M Chan-Olmsted
No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team…
Abstract
No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team Reputation (SSTR) by considering the most important stakeholder groups - spectators. The results indicated that SSTR had a positive and direct impact on team identification and trust towards a team. The most significant theoretical contribution of this study is the conceptualisation and development of the SSTR scale, with a multi-dimensional approach from the spectator perspective.
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C. Keith Harrison, Scott Bukstein, Ginny McPherson Botts and Suzanne Malia Lawrence
The purpose of this paper is to investigate female National Football League (NFL) spectators’ preferences and feedback in regard to various customer service components of the NFL…
Abstract
Purpose
The purpose of this paper is to investigate female National Football League (NFL) spectators’ preferences and feedback in regard to various customer service components of the NFL game day experience. The primary components with respect to female spectators’ choices, preferences, and feedback are as follows: apparel and other merchandise; food and beverage; restrooms and facility cleanliness; tailgating and parking; participants’ decision to attend an NFL game; and participants’ perceptions of the NFL. A core objective was to learn more about the female decision-making process and overall experience at NFL games.
Design/methodology/approach
All data were collected during the 2012-2013 NFL regular season. Four different data collections were conducted at two NFL stadiums to investigate the game day experiences of women at NFL games. Previous research was used as a basis for creating survey questions about the female game day experience. In this study, an open-ended questionnaire contained both quantitative and qualitative questions, both forms of data were collected and analyzed, and researchers made both quantitative and qualitative interpretations based on the data.
Findings
Findings and results indicated women are diverse customers. Sport organizations need to focus on the minor details that reflect how individuals experience a brand and product, as these sport organizations have the opportunity to enhance the female customer experience and retain existing female customers if the organizations systemically listen to and communicate with the female customer at NFL games. The NFL and individual NFL teams should include female spectators in the brand strategy process. Female customers of the NFL can be powerful brand loyalists and outstanding brand ambassadors.
Originality/value
This research study provides an investigation of the preferences and perceptions of women spectators at NFL games. One contribution of the current study is that researchers have accepted the challenge by some researchers calling for more complexity with researching gender and attempting to shift some of the ways in which women are viewed as fans and spectators. However, what is key with the approach in the current study is that researchers allowed the women to be heard with respect to their game day experiences, perceptions, and thoughts about their identity as a spectator.
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Yong Jae Ko, James Zhang, Kevin Cattani and Donna Pastore
The purpose of this study is to enhance understanding of service quality at major spectator sports events by developing a conceptual framework and measurement scale specifically…
Abstract
Purpose
The purpose of this study is to enhance understanding of service quality at major spectator sports events by developing a conceptual framework and measurement scale specifically designed for assessment of spectators' perceptions of event quality.
Design/methodology/approach
Utilising a comprehensive literature review and detailed qualitative preliminary procedures, a comprehensive model of event quality for spectator sports (MEQSS) and a measurement scale of event quality in spectator sports (SEQSS) are developed. The models are then tested using confirmatory factor analysis and structural equation modelling using data from a quantitative survey of a convenience sample of spectators at a major league baseball game in the United States.
Findings
The proposed model is shown to fit the data well. Reliability and validity of the SEQSS are established through a pilot test and the substantive survey.
Research limitations/implications
The findings of the study are limited by the sample being restricted to a single sports event in the United States. Further studies in other settings using larger samples are desirable.
Practical implications
The study provides a valid and reliable conceptual framework and measurement tool that can be used to ascertain the quality perceptions of consumers of major spectator sports events. Managers can use this framework and measurement scale as a diagnostic tool to identify strengths and weaknesses in their services, this providing guidance for potential areas of improvement.
Originality/value
This study extends the literature on service quality by providing a unique conceptual framework and measurement scale for major spectator sports events.
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Sebastian Uhrich and Joerg Koenigstorfer
This conceptual article presents a theoretical approach to understanding the atmosphere at sports stadiums. Using the environmental psychology behavioural model proposed by…
Abstract
This conceptual article presents a theoretical approach to understanding the atmosphere at sports stadiums. Using the environmental psychology behavioural model proposed by Mehrabian & Russell (1974), and taking into account recent findings in consumer research, we develop a comprehensive framework for investigating this atmosphere. The framework highlights the role of emotions elicited by different stimuli in sports stadiums. We also suggest a number of direct and indirect influences on behavioural outcomes, caused by the emotional reactions and personal predispositions of spectators - influences that are of economic relevance. The proposed framework also forms a starting point for future empirical studies.
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Hüseyin Çevik and Kerem Yıldırım Şimşek
The purpose of this study is to examine the theoretical relationship between experience quality (EXQ), satisfaction and the behavioral intentions (BI) of Motocross World…
Abstract
Purpose
The purpose of this study is to examine the theoretical relationship between experience quality (EXQ), satisfaction and the behavioral intentions (BI) of Motocross World Championship spectators.
Design/methodology/approach
The research data were collected from spectators who participated in the World Motocross Championship race held in Afyon, Turkey in 2018. The structural equation model (SEM) was used to test the relationship among the research variables.
Findings
The results showed EXQ had significant and direct effects on satisfaction and BI. In addition to this, satisfaction had a partial mediating effect between EXQ and BI.
Originality/value
To date there has been no empirical study examining the consumer behaviors of motocross event spectators. Consequently, this research provides important contributions to the literature and informs event organizers about the role of EXQ in terms of understanding the behavior of motocross event spectators.
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Rui Biscaia, Abel Correia, Masayuki Yoshida, António Rosado and João Marôco
This paper aims to assess service quality in professional football and to examine the effects of service quality and ticket pricing on satisfaction and behavioural intention. Data…
Abstract
This paper aims to assess service quality in professional football and to examine the effects of service quality and ticket pricing on satisfaction and behavioural intention. Data were collected among football fans and the results of a confirmatory factor analysis (CFA) supported the psychometric properties of the service quality model. A structural equation model (SEM) revealed that the service quality construct impacts both satisfaction and behavioural intention. Also, behavioural intention is influenced by ticket pricing and satisfaction. Managerial implications of these results are discussed and guidelines for future research are suggested.
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Jens Blumrodt, Michel Desbordes and Dominique Bodin
The subject of CSR is nowadays widely discussed, as is its relevance to the sport entertainment industry. The objective of this research was to investigate corporate social…
Abstract
Purpose
The subject of CSR is nowadays widely discussed, as is its relevance to the sport entertainment industry. The objective of this research was to investigate corporate social responsibility (CSR) actions in the professional European football league and its impact on clubs’ brand image.
Design/methodology/approach
The first part of this research discusses some particular points of the world's biggest sport entertainment, which is soccer. Then a definition of the meaning of CSR for this particular sector will be outlined. The CSR values adopted by sport clubs are observed in first division football in France. This approach has been combined with brand theories.
Findings
The specific research protocol evaluates consumers’ perceptions. The method which is developed measures and analyses the impact of CSR commitment on spectators’ brand perception. In linking CSR to brand image, two managerial viewpoints are discussed. CSR is synonymous with a company's social and ethical commitment. Brand theories outline the nature of brand equity. The authors apply these two complementary considerations to professional football clubs and argue that Keller's model of customer‐based brand equity has to be reconsidered for football clubs.
Practical implications
This research highlights that CSR has to become part of management strategies.
Originality/value
The authors draw attention to the argument that the professional sport entertainment industry requires a specific CSR management strategy which goes beyond the local level or the operational level of one single club. These clubs have to perform well in competition. But, as in no other industry, they have also to be “good” brands.
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