Document Type
Conference Proceeding
Conference Track
Sport Marketing
Publication Date
2013
Abstract
The purpose of this study was to examine the relationship between spectator motivation and sport consumption behavior in the context of F-1 events. Respondents were spectators from three Formula One (F-1) races held in Shanghai, China. Through a structural equation modeling analysis, Achievement Seeking and Salubrious Effects were found to be related to repurchase intentions. Three motivating factors (i.e., Achievement Seeking, Entertainment, and Catharsis) were also found to be associated with Word-of-Mouth intentions concerning F-1 events.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Byon, Kevin K.; Kim, Suk-kyu; Yu, Jae-gu; Zhang, James J.; and Kim, Chong, "Influence of Social Motivations on Spectator Consumption Behavior of a Formula One Grand Prix Event" (2013). Association of Marketing Theory and Practice Proceedings 2013. 68.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2013/68
About the Authors
Kevin K. Byon is an assistant professor in the sport management and policy program at the University of Georgia. His research interests are sport marketing and sport consumer behavior. Suk-kyu, Kim is a post-doctoral fellow in the sport management and policy program at the University of Georgia. His research interests are sport marketing and sport economics. Jae-gu, Yu is a clinical assistant professor in the department of global sport industry at Hanyang University, Korea. His research interest lies in sport marketing. James J. Zhang is a professor in the sport management and policy program at the University of Georgia. He is the founding director of the International Center for Sport Management (ICSM) at the University of Georgia. His research interests are sport marketing and sport organizational behaviors. Chong Kim is a professor and dean of the College of Physical Education at Hanyang University, Korea. His research interest is sport marketing.