Empirical research analyzing willingness-to-pay (WTP) for memberships in nonprofit sports clubs has focused on individual factors and neglected the role of organizational characteristics. However, social ecological theory suggests that contextual factors also determine individual behavior. This study’s purpose is to examine the relationship between sports club organizational capacity and individual WTP for memberships. Members participated in an online survey including a contingent valuation method (CVM) scenario to elicit WTP (n = 648). Organizational capacity was assessed in a separate...Read more
