The Impact of Event Quality and Psychological Commitment on Fan Attendance in College Basketball Events in the U.S.

Abstract

This study examined the relationship between event quality and revisit intentions of spectators and the moderating role of commitment in the context of U.S. collegiate men’s and women’s basketball events. The results of multigroup structural equation modeling (SEM) using a total of 623 spectators (292 at women’s and 331 at men’s college basketball events at a large Southeastern university) indicate that the influence of the entertainment and service dimensions on spectators’ event perceptions on revisit intentions were significantly higher for general spectators than for committed fans at both men’s and women’s events. Results revealed that skill performance was a significant predictor of revisit intentions at both men’s and women’s events. Particularly, at men’s events, general spectators were more influenced by skill performance than committed fans, while at women’s events, only committed fans’ revisit intentions were significantly influenced by skill performance. Theoretical and managerial implications are discussed.

Keywords:

• Moderating effect
• commitment
• event quality
• college basketball events
• revisit intention

Disclosure Statement

No potential conflict of interest has to be reported.

Additional information

Notes on contributors

Tae Ho Kim

Tae Ho Kim (Ph.D., University of Florida) Dr. Tae Ho Kim’s primary research interests are (a) engagement research (both participants and spectators’ behavior) applied to sporting events, (b) service quality in sporting events, and (c) sport consumer behaviors.

Yong Jae Ko

Yong Jae Ko (Ph.D., Ohio State University), Dr. Yong Jae Ko’s primary research interest is sport consumers’ decision-making process, focused on their socio-psychological variables such as personality, needs/motivation, and attachment. He also explores consumer attitudes, perceptions (e.g. quality and value), and beliefs about sport organizations and brands in a variety of business segments, such as sponsorship, endorsement, branding, e-business, and nonprofit business sector.

Yong Chae Rhee

Yong Chae Rhee (Ph.D., Seoul National University), Dr. Yong Chae Rhee’s primary interest is fan identification. He is also interested in identifying key consumer psychological variables that influence fan identification including Relative Deprivation and Social Identification.