How Does the Stadium Atmosphere at a College Football Game Affect Behavioral Intentions Across Gender Lines? The Mediating Role of Spectator Satisfaction

Abstract

This study, grounded in the Stimulus-Organism-Response (S-O-R) framework, examines the mediating role of spectator satisfaction in the relationship between sports stadium atmosphere (SSA) and spectators’ behavioral intentions in the context of American college football. It also investigates if gender differences are evident in the hypothesized pathways. Survey data collected from 211 spectators during a 2014 college football game were analyzed using structural equation modeling procedure. Supporting the S-O-R model, the direct association between SSA and behavioral intentions was not significant but the effect of SSA on word-of-mouth was fully mediated by spectator satisfaction in both males and females. However, satisfaction mediated the effects of SSA on intent to recommend and intent to attend for females but not males. We discuss managerial and theoretical implications for sports managers.

Keywords: Sports Stadium Atmosphere, Spectator Satisfaction, Behavioral Intentions, Sports Marketing, Stimulus Organism Response Theory

JEL Classification: Y8, Z2