Influence of Core Service Quality on Spectator's Behavior Intentions:Mediated by Event Identification and IPMA Analysis
To explore the impact of core service quality on sport event spectator's behavior intentions,as well as the mediating effect of event identification.Based on a new perspective of formative indicators,questionnaire survey,confirmatory factor analysis,and structural equation modeling were adapted to conduct statistical analysis and validate research hypotheses using SPSS 22.0 and SmartPLS 3.3.2 methods,while conducting importance and performance matrix analysis.The results show that the formative measurement model of core service quality includes four factors:player quality,economic factors,event schedule setting,and event promotion;Core service quality significantly affects event identification;Core service quality significantly affects spectator's behavior intentions;Event identification significantly affects spectator's behavior intentions;Event identification plays a mediating role in the relationship between core service quality and spectator's behavior intentions.To enhance spectator's consumption stickiness,it is suggested that(1)event organizers should carry out targeted marketing activities based on indicators such as player quality,economic factors,event promotion,and event schedule setting,of which economic factors and event promotion be the key influencing factors for improvement.(2)Event marketing personnel should carry out targeted event marketing activities,and actively cultivate the audience's event identification by improving the core service quality of the event.
sport eventcore service qualityspectator's behavior intentionevent identificationformative indicatormediation effect
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万方数据
