Delight in Watching Sports

Oshimi Daichi, Harada Munehiko

doi:10.5225/jjsm.2013-003

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Other Title

スポーツ観戦における感動
スポーツ観戦における感動 : 顧客感動・満足モデルおよび調整変数の検討
スポーツカンセンニオケルカンドウ : コキャクカンドウ・マンゾクモデルオヨビチョウセイヘンスウノケントウ
A Replication and an Examination of Moderator Effects in the Customer Delight and Satisfaction Model
顧客感動・満足モデルおよび調整変数の検討

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Description

This study examined the psychological mechanism of delight by using the Customer Delight and Satisfaction Model (Oliver et al., 1997). Further, it explored the effect of delight and satisfaction on the repurchase behavior and positive word-of-mouth intentions of spectators at sporting events. The following results were obtained: (1) The effect of delight and satisfaction was dependent on the result of the game. (2) Positive/surprise emotions and disconfirmation were important antecedent factors for arousing delight. (3) Analyzing the transaction-specific and cumulative measures, sports teams must establish mutually complementary relationships between arousing delight, especially in the short term, and continuing cumulative satisfaction in the long term. (4) Increasing the spectators' involvement in and knowledge of their favorite sports team could stimulate the effect of delight on attendance and word-of-mouth intentions. The theoretical and practical implications of these findings are discussed.

Journal

Japanese Journal of Sport Management

Japanese Journal of Sport Management 5 (1), 19-40, 2013

Japanese Association for Sport Management

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