Mediating Effect of Spectator Satisfaction: Affective Reaction and Future Attendance

Background/Purpose

Numerous studies have attempted to uncover the factors believed to contribute to intention to attend future games such as affective reaction to a sports team and spectator satisfaction. However, the mediating effect of spectator satisfaction between affective reaction and intention to attend future games has not been well understood because previous studies have overlooked spectator satisfaction as the possible mediator between affective reaction and intention to attend future games. The purpose of this study, therefore, was to examine the potential mediating effect of spectator satisfaction between affective reaction and intention to attend a game. In order to accomplish this study, we proposed three competing models (direct effect, partially mediated, and fully mediated model).

Method

There were 252 usable questionnaires. The data was analyzed using descriptive statistics, correlation analysis, exploratory factor analysis, Cronbach's alpha, confirmatory factor analysis, and structural equation model. The comparisons of three competing models were based on several model fit indices, corresponding 90% confidence interval of RMSEA, ECVI, and chi-square difference test.

Analysis/Results

The results of this study indicated that the partially mediated model and the fully mediated model performed equally well. The RMSEA and ECVI were almost equivalent. In addition, chi-square difference test was not significant. However, the fully mediated model was chosen because it was more parsimonious.

Conclusions

In the fully mediated model, affective reaction was significantly associated with spectator satisfaction with attending sporting events (b = .446). Spectator satisfaction with attending sporting events was significantly associated with intention to attend a game (b = .649).