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Do emotions influence the intention of attending a sporting event? Differences by gender

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Abstract (2. Language): 
According to marketing literature, quality and satisfaction are strong predictors of the intention of attending sporting events, yet not much has been written despite the relevance of emotions in the prediction of behaviour. This paper provides a new point of view because it explores the influence of emotions on satisfaction, including the moderating effect of gender. For the research, 637 interviews were conducted in an international event of athletism. The method of consistent partial least squares was employed in order to validate scales and subsequently test hypotheses, all of which were supported. The outcome of the research proves that emotions and quality are predictors of both satisfaction and intention of attendance. As for gender, there were differences in the relation activation - satisfaction, not supported in the female segment. Finally, this paper concludes by suggesting strategies for segmented communication
Abstract (Original Language): 
La calidad y la satisfacción son importantes predictores de la intención de asistencia a los eventos deportivos. Su influencia ha sido verificada en la literatura académica. Sin embargo, y a pesar de la relevancia de las emociones en la predicción del comportamiento, aun son pocos los estudios al respecto. Esta investigación aporta un nuevo punto de vista al estudiar la influencia de las emociones sobre la satisfacción, incluyendo el efecto moderador del género. Se entrevistó a 637 individuos en un evento internacional de atletismo. Hemos empleado mínimos cuadrados parciales consistentes con el objetivo de validar las escalas y posteriormente testar las hipótesis. Todas son soportadas. Las emociones y la calidad son predictores de la satisfacción, y ésta de la intención de asistencia. Respecto al género, se encontraron diferencias en la relación activación – satisfacción, no siendo soportada en el segmento de las mujeres. Son recomendadas estrategias de comunicación segmentadas en el apartado de conclusiones.



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