Association of Marketing Theory and Practice Proceedings 2015
 

Title

Is Emotion Stable for Sport Fans? Structural Relationship among Positive Emotion, Negative Emotion, Game Satisfaction, Service Satisfaction, and Sport Consumption: Moderating Roles of Team Identification and Performance Priming

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date

2015

Abstract

This study examined the relationship between positive and negative emotions of sport consumers, game and service satisfaction, team identification, and consumption behaviors in winning and losing situations. Specifically, team identification was examined as a latent moderator between both satisfactions and behavioral intentions. Data (N = 514) were collected from two sources: a non- student sample (n = 309) provided by a crowd-sourcing web service (Amazon Mechanical Turk) and a student sample (n = 205) from a large public university in the southeastern part of the United States. A reduced version of Positive and Negative Affect Schedule (PANAS; Watson, Clark, Tellegen, Spector, & Jex, 1998) was used to measure sport fans' emotions and to predict their behaviors. Results showed that sport consumers' decision making process was significantly different in winning and losing situation. In winning situation, sport fans’ emotions were related to both types of satisfactions (i.e., game and service) and game satisfaction mediated the relationship between emotions and consumption future consumption behaviors. However, after a loss, fans cut their emotions to service satisfaction, and use the service satisfaction to predict their behavioral intentions. Team identification significantly moderated between game satisfaction and behavioral intention in winning situation and between service satisfaction and behavioral intention in losing situation.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

This document is currently not available here.

Share

COinS