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

International Journal of Management and Marketing Research, v. 9 (2) p. 41-58

18 Pages Posted: 24 Feb 2017

See all articles by Ricard W. Jensen

Ricard W. Jensen

Montclair State University

Yam Limbu

Montclair State University

Jeonghwan (Jerry) Choi

Kean University

Date Written: 2016

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

Suggested Citation

Jensen, Ricard W. and Limbu, Yam and Choi, Jeonghwan (Jerry), How Does the Stadium Atmosphere at a College Football Game Affect Behavioral Intentions Across Gender Lines? The Mediating Role of Spectator Satisfaction (2016). International Journal of Management and Marketing Research, v. 9 (2) p. 41-58, Available at SSRN: https://ssrn.com/abstract=2913774

Ricard W. Jensen (Contact Author)

Montclair State University ( email )

Upper Montclair, NJ 07043
United States

Yam Limbu

Montclair State University ( email )

Upper Montclair, NJ 07043
United States

Jeonghwan (Jerry) Choi

Kean University ( email )

1000 Morris Ave
Union, NJ 07083
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
145
Abstract Views
856
rank
238,237
PlumX Metrics