Online Sport Event Consumers: Attitude, E-Quality and ESatisfaction

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.