The influence of stadium environment on attendance intentions in spectator sport

Abstract

Purpose The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the moderating effect of team loyalty. Design/methodology/approach Using latent moderated structural equations modeling, this study tested the direct impacts of stadium factors on consumers’ desire to stay and revisit intentions and the moderation effects of team loyalty based on Mehrabian and Russell’s environmental psychology behavioral model. Findings The results showed significant direct effects of team loyalty and desire to stay on revisit intentions. The stadium environment influenced desire to stay and revisit intentions only by the interactions with team loyalty. More specifically, higher loyalty led to higher desire to stay and revisit intentions, whereas fans’ positive experience of stadium environment intensified the effect. Originality/value The authors highlight the significant role of desire to stay on revisit intentions by incorporating the cognitive-affective system of human behavior. In addition, this study provides essential information for identifying the interaction effects of environmental factors and team loyalty on consumer behavior in sport settings.

Fan Loyalty Toward International Football Team: The Role of Brand Image

“…This result is in line with the finding of Lada et.al (2018) who find the experiential and symbolic benefits as the determinant factors shaping fan loyalty. Behavioural loyalty mostly comes from the experience and emotional bonding among fans as a result of enjoying match games together which allows them to foster socialization and get the desire to stay and sing their club anthem together (H. Cho et al, 2018;Lada et al, 2018). Even without direct attendance of international fans to the stadium, this study suggests that the brand benefits affect behavioural loyalty from international fans' standpoint.…”

“…Meanwhile, the dimensions such as star player and head coach tend to create attitudinal loyalty (Biscaia et al, 2016;H. Cho et al, 2018).…”

“…In terms of loyalty determinants, past studies have focused on spectators' attachment, player involvement, and fans' emotions (Foroughi, Nikbin, Hyun, & Iranmanesh, 2016;Yoshida, Heere, & Gordon, 2015). However, the literature seems to be silent in examining how brand image, which is widely recognized in various sports industries, gives impacts on loyalty (Cho, Lee, & Pyun, 2018). Thus, how brand image influences fan's behaviour loyalty remains unclear.…”

Fan Identification, Brand Community Identification, and Oppositional Brand Loyalty towards Sponsors of a Rival Sports Team: The Mediating Role of Schadenfreude

“…Da- David, A..(2019). Journal of Business and Behavioural Entrepreneurship Volume.3 Nomor.2 2019 p (25-40 lakas and Melancon, 2012; Shoham et al, 2015;Grohs et al, 2015;Cho et al, 2019). Therefore, this study adopted a total sample of 228 respondents which are within the sample size adopted by the majority of previous studies of this nature.…”

Spectators on the Run: Factors Affecting Football Attendance in Iranian Football Matches

“…The sports marketing industry has changed a lot in the past 20 years, just like companies, organizations, and sports clubs that use new promotional tools to attract more customers in the current competitive environment. It is of special importance to sport event marketers to attract spectators; through the presence of spectators, sport tourists, fans, credible sponsors, and the media are attracted, brand (event) images are developed, and elite participants attend (1). It is hypothesized that the spectators' attendance in stadiums has a multi-dimensional structure that should be considered by event marketers and sport club managers.…”