Antecedents and outcomes of attendees’ love for sports events during the COVID-19 pandemic

ABSTRACT

This study examined motivational orientations as a key to fostering love for sports events. This study articulates the moderating role of sports involvement in the relationship between love for sports events and an intention to co-create value. A total of 353 usable completed questionnaires were used to test the conceptual model using a generalised structured component analysis. The results of structural equation modelling indicated that love for events was driven by enjoyment motivation and self-congruence. Love for sports events also mediated the relationships between intention in co-creating value and both enjoyment motivation and self-congruence. This study contributes to the literature by expanding cognitive appraisal theory by indicating the impact from a psychological perspective on sports consumption behaviour.

KEYWORDS:

• Sports event love
• intention to co-create value
• sports involvement

Disclosure statement

No potential conflict of interest was reported by the author(s).