Examining Inter-Relationship among Atmospherics, Emotion, and Behavioral Intention: Moderating Effects of Level of Team Identification and Gender

Document Type

Conference Proceeding

Conference Track

Sport Marketing

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The purpose of this study was to examine the relationship between modified sportscape elements (i.e., scoreboard quality, layout aesthetic, space allocation, venue accessibility, seating comfort, venue cleanliness, employee quality, and wait time) and positive emotion and their impact on behavioral intention. Furthermore, the conceptual model was examined for four different groups based on team identification level and gender: (a) high team-identifying women, (b) high team- identifying men, (c) low team-identifying women, and (d) low team-identifying men. Data were collected from a crowd-sourcing web service (Amazon Mechanical Turk) (N = 481) using an on-line questionnaire. Data were collected only from participants who were at least 18 years old and who had attended a major professional sporting event within the previous year. First, we conducted confirmatory factory analysis (CFA) via Mplus 6. Next, SEM was conducted to assess the overall relationship among sportscape elements, positive emotion, and behavioral intention. Lastly, path analyses were conducted to examine the relationship among factors in the four sport customer groups in our study. The result revealed that the four sport fan segment groups (high team- identifying women, high team-identifying men, low team-identifying women, and low team- identifying men) perceive the sportscape elements differently.

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Digital Commons@Georgia Southern License

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