Fulfillment of sport spectator motives: The mediation effect of well-being

• TzuShuo Ryan Wang

  Kennesaw State University

• Sophia D. Min

  University of Georgia - Athens

• Suk Kyu Kim

  University of Georgia - Athens

Spectator motives have been conventionally used to explain sport spectator behavior, such as word-of-mouth recommendations and revisit intention. A review of the literature suggests that the predictability of spectator motives is both inconsistent and context dependent. We proposed that these factors can be reconciled by directly examining the role of spectator well-being in the relationship between spectator motives and repatronage behavior. Our findings revealed that spectator well-being significantly mediates the effects of 5 motives, that is, achievement, aesthetics, knowledge, family, and escape, on sport spectator revisit intention and word-of-mouth recommendations. Future research directions are also discussed.

1. TzuShuo Ryan Wang, Kennesaw State University

   Department of Exercise Science and Sport Management

2. Sophia D. Min, University of Georgia - Athens
   Department of Kinesiology
3. Suk Kyu Kim, University of Georgia - Athens
   Department of Kinesiology

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