Association of Marketing Theory and Practice Proceedings 2011


The Influence of Core Service Quality and Peripheral Service Quality on Behavioral Intentions: Mediating Effect of Perceived Value

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



The purpose of this study was to examine the structural relationship of market demand factors and game support programs to the consumption of professional team sport games while considering the mediating influence of perceived value. This study simultaneously incorporated market demand (core service) and game support (peripheral service) factors into one study and examined their direct and indirect relationships with game consumption behaviors. Participants (N = 222) responded to a survey at various metropolitan areas. Adopting the two-step SEM approach (Anderson & Gerbing, 1988), the proposed measurement model and the structural model were found to have good psychometric properties in terms of validity and reliability. In the structural relationship analyses, home team, opposing team, game promotion, game amenities, venue quality, and perceived value were found to be predictive of behavioral intentions. Venue quality was the only factor that had an indirect relationship with behavioral intentions through perceived value. The findings are interpreted in the contexts of theoretical and practical implications.

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Digital Commons@Georgia Southern License

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