Do emotions influence the intention of attending a sporting event? Differences by gender

Manuel Alonso-Dos-Santos, Carlos Pérez-Campos


According to marketing literature, quality and satisfaction are strong predictors of the intention of attending sporting events, yet not much has been written despite the relevance of emotions in the prediction of behaviour. This paper provides a new point of view because it explores the influence of emotions on satisfaction, including the moderating effect of gender. For the research, 637 interviews were conducted in an international event of athletism. The method of consistent partial least squares was employed in order to validate scales and subsequently test hypotheses, all of which were supported. The outcome of the research proves that emotions and quality are predictors of both satisfaction and intention of attendance. As for gender, there were differences in the relation  activation - satisfaction, not supported in the female segment. Finally, this paper concludes by suggesting strategies for segmented communication


Satisfacción; evento deportivo; asistencia; género.

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