The Moderating Effect of Sport Fan Curiosity and Novelty Seeking on the Relationship between Sport Event Identification and Re-Attendance Intention

Wen-Ing Chen ； Chen-Yueh Chen

《Asian Sports Management Review》 12期 (2017/07) Pp. 4-13

摘要

The purposes of the current study were to investigate whether sport event identification positively predict intention to re-attend sport event, and to explore the moderating effect of sport fan curiosity and novelty seeking on the relationship between identification and re-attendance intention. Four hundred and two participants were recruited from the Chinese Professional Baseball League (CPBL) spectators at Sinjhuang, Taoyuan, and Taichung baseball fields using stratified sampling method with the in-field/out-field stratum. Data analysis was performed using SPSS 18.0 and LISERL 8.51. The results reveled that sport event identification positively predicts intention of re-attendance. Both sport fan curiosity and novelty seeking moderated the relationship between identification and re-attendance intention. The findings facilitated the deeper understanding on the factors that influence sport fans’ re-attendance intention on sport events, which contributed to the field of sport management.

關鍵字

sport industry ； sport management ； sport event ； sport marketing