Association of Marketing Theory and Practice Proceedings 2013
 

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.

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.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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