Sensory Experience and Sport Consumption: The Relationship between Sensory Experience, Team Loyalty, and Revisit Intention

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  • OGISO Waku
    Graduate School of Sport Sciences, Waseda University
  • YAMAGUCHI Yasuo
    Faculty of Human and Social Sciences, University of Marketing and Distribution Sciences Graduate School of Human Development and Environment, Kobe University
  • MANO Yoshiyuki
    Faculty of Sport Sciences, Waseda University

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Other Title
  • スポーツ観戦における知覚経験 : チーム・ロイヤルティおよび再観戦意図との関係性
  • スポーツ カンセン ニ オケル チカク ケイケン : チーム ・ ロイヤルティ オヨビ サイカンセン イト ト ノ カンケイセイ

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  Sensory experience in stadiums and arenas seems to play an important role in sport consumer behavior. However, little attention has been paid to the sensory experience of spectators in sport management. The purpose of this study is to examine the relationships between sensory experience, team loyalty, and revisit intention. Data were collected from 473 spectators at a professional basketball game in Japan. Confirmatory factor analysis was conducted to confirm the construct validity of the scale. The result of structural equation modeling indicated that sensory experience (e.g. sight and sound) has a positive effect on team loyalty. Moreover, significant sequential relationships between sensory experience (e.g. sight and sound), team loyalty, and revisit intention were found. The results indicated the importance of spectators’ sensory experience on sport consumer behavior. Therefore, it is suggested that team and league marketers should develop their strategies to maximize the sensory experience of spectators.

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