Brian H.Yim and Kevin K. Byon

This study examined the “emotion-satisfaction-behavior” model by synthesizing attribution theory (Weiner, 1985) and the transactional theory of coping (Lazarus & Folkman, 1984). Two moderators were included: (a) game outcome and (b) identification with the team. Data (N = 494) were collected from two sources: (a) a non-student sample provided by Amazon Mechanical Turk and (b) a student sample from a public university in the southeastern United States. Structural equation modeling (SEM) and partial least square (PLS) statistics were used to test the model. The latent moderated...Read more

T. Christopher Greenwell
Eric Brownlee
Jeremy S. Jordan
Nels Popp

This study examines how perceptions of fairness may influence sport spectators’ satisfaction. An experimental design was utilized to determine how voice (whether or not administrators solicit customers’ input) and choice (whether or not customers have a role in making decisions) can alter overall satisfaction/dissatisfaction. Further, this study investigates how financial inputs and the degree to which a customer considers himself/herself a fan may interact with these effects. Researchers collected data from 346 subjects. Each subject received one of eight (2 voice x 2 choice x 2 price)...Read more

Laura Martínez Caro
Jose Antonio Martínez García

This research has focused on the evaluation of the consumer satisfaction process in a sport event. A popular athletic cross urban race, periodically organized by a City Council, has served as the framework for the study of cognitive and affective elements that drives satisfaction judgment and the moderator effect of sport motivations. A causal model is tested and the results show that satisfaction is primarily driven by an affective factor (arousal), and the effect of pleasure is not significant. The cognitive element is also important for determining satisfaction and future behavior...Read more