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Abstract ▼ AI-Helper

The role of consumption emotion is an important subject of study in consumer behavior and marketing. We can easily expect that the role of consumption emotion is very important in sport consumption because sport related services are said to be consumed primarily for hedonic purposes; however, studie...

The role of consumption emotion is an important subject of study in consumer behavior and marketing. We can easily expect that the role of consumption emotion is very important in sport consumption because sport related services are said to be consumed primarily for hedonic purposes; however, studies related to consumption emotion are insufficient in this field. This study was to analyze structural relationships among consumption emotion, consumer satisfaction, attitude of participant sport consumers and spectator sport consumers. Data were collected from K-league spectators and university sport center participants. Using quota sampling and convenience sampling method, a total of 686 samples were used for this study. The statistical techniques for data analysis were descriptive analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling by SPSS 12.0 and Amos 4.0 programs. The result showed that positive consumption emotion of participant sport appeared to have a strong positive effect on customer satisfaction and had a weak positive effect on attitude. And, the effects of negative consumption emotion in customer satisfaction and attitude were not statistically significant. In the spectator sport, positive consumption emotion had a strong positive effect on customer satisfaction and had a weak positive effect on attitude. And, the effects of negative consumption emotion in customer satisfaction and attitude were statistically significant but the power was weak.

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