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Sport Science Review

The Journal of National Institute for Sport Research

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An Attendance Behavior Model At Sports Events: Comparison and Constrast of Two Models

Manuel Santos
  • Department of Marketing and Market Research, Faculty of Economics and Business, University of Granada, Spain
Published Online: 2012-05-03 | DOI: https://doi.org/10.2478/v10237-012-0002-x

An Attendance Behavior Model At Sports Events: Comparison and Constrast of Two Models

The purpose of this research is to improve our understanding of consumer behavior in the context of sporting events by means of the use of two models which are widely used in the marketing literature: one of them is based on the planned behavior theory, the other one is based on the expectation disconfirmation theory. Both models contribute to the research on satisfaction from a cognitive-affective point of view, integrating the study of emotions, motivations and consumer satisfaction. For the study a survey was undertaken at a stadium of a professional sporting entity. The contrast between the proposed hypotheses (n=205) was carried out using factor analysis (FA) and structural equation systems (SEM). The obtained results allow us both to recognize the discriminating and converging validity of the studied dimensions and to learn the important differences in the influence that each of them has on the intentions of future behavior.

Keywords: sports events; spectator sport; attendance; disconfirmation; emotions

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About the article

Published Online: 2012-05-03

Published in Print: 2012-04-01

Citation Information: Sport Science Review, ISSN (Online) 2069-7244, ISSN (Print) 2066-8732, DOI: https://doi.org/10.2478/v10237-012-0002-x. Export Citation

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