Online Sport Event Consumers: Attitude, E-Quality and ESatisfaction
Metadata
Show full item recordAuthor
Alonso Dos Santos, Manuel; Calabuig Moreno, Ferran; Montoro Ríos, Francisco Javier; Alguacil, MarioEditorial
MDPI
Materia
Branding Quality E-Satisfaction
Date
2016-12-15Referencia bibliográfica
Alonso-Dos-Santos, M.; Moreno, F.C.; Ríos, F.M.; Alguacil, M. Online Sport Event Consumers: Attitude, E-Quality and E-Satisfaction. J. Theor. Appl. Electron. Commer. Res. 2017, 12, 54-70. https://doi.org/10.4067/S0718-18762017000200005
Abstract
Sporting events attract millions of dollars in sponsorship and tourism, so a strong event brand is required.
The event website quality is responsible for maintaining and attracting consumers and creating a positive
attitude towards the brand. The purpose of this study was to examine key variables that affect the behavior of
online sport event consumers. Specifically, it explores e-quality and e-satisfaction and how they influence the
attitude towards the website and the brand. Structural equation model tests revealed that a positive quality can
determine a positive attitude to the web site, even the consumer is not satisfied with it. On the other hand, the
stakeholder needs to pay attention to maintain a high-quality web site if he wants to increase the attitude toward
the brand to attract consumer to the sport event, because the event can generate revenue to the sponsors,
cities and citizens.