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This study investigated the influence of residents' perceived benefits and costs of hosting an international sporting event (i.e. 2019 Military World Games) on their attitudes and support toward the event.

Using social exchange theory, this study developed a model taking into consideration both benefits and costs in respondents' evaluations of hosting an event, which further influenced their attitude and support. A structural equation model was used to test the developed model with 461 responses from the 2019 Military World Games.

The results showed that the model has an acceptable fit to the data and supported all three hypotheses: Hypothesis 1 (Individuals' perceived benefits of hosting an event will positively influence their attitude toward the event), Hypothesis 2 (Individuals' perceived costs of hosting an event will negatively influence their attitude toward the event) and Hypothesis 3 (Individuals' attitude toward an event will influence their support for the event).

The developed model intended to provide a more comprehensive picture of individuals' evaluation of hosting an international sporting event by including both benefits and costs of hosting the event. As the support of residents becomes more important in successfully hosting an event, this model helps to understand what factors influence residents' support.

The purpose of this paper is to examine the relationship between sport involvement, perceived event prestige and attendance intention of annual sporting events. In addition, it examines the moderating effects of gender and past experience on the proposed model.

Data were collected, using an on-site survey, from spectators (n=349) who attended the men’s or women’s basketball tournaments of the 2016 William Jones Cup held in Taiwan.

The results showed that perceived event prestige partially mediated the relationship between sport involvement and attendance intention of sporting events. Moreover, the moderating effects of gender and experience were found in the proposed model. Specifically, male spectators’ involvement had a significantly stronger influence on perceived event prestige, and, in turn, their perception of event prestige played a more significant role in influencing attendance intention. Also, sport involvement was more important in predicting attendance intention for experienced spectators whereas the prestige of the event was more important for first-time spectators.

This study suggests that sport event organizers need to employ different strategies in developing the subsequent editions of the event and retaining fans’ interest in the sport. Specifically, event organizers need to enhance the prestige of the sporting event through effective marketing communication to attract first-time spectators to the event.

The purpose of this paper is to propose a conceptual model and to investigate the relationships among internal marketing, organizational commitment and job performance in sport and fitness services.

Data were collected using a questionnaire survey from 254 employees at each of 12 municipal sport centers in Taipei City and were analyzed primarily using structural equation modeling techniques.

The results indicated that internal marketing has positive effects on organizational commitment and job performance. Moreover, organizational commitment has a positive influence on job performance and plays a partial mediating role in the relationship between internal marketing and job performance. The findings identify the relationships among internal marketing, organizational commitment and job performance.

This study proposed and tested an empirical model linking internal marketing, organizational commitment and job performance in sport and fitness services. Moreover, this study further probed into the path of influence of internal marketing strategies on job performance of employees by including their organizational commitment in the mediating process. The findings of this study have insightful implications and emphasize the important role of internal marketing in the management of customer service in sports.

The current study extends the technology acceptance model (TAM) and information system success model (ISSM) to the context of branded sport applications. Specifically, the study examined the influences of app system success dimensions and TAM determinants on branded sport app usage intention. Moreover, the current study examined the gender differences regarding the relative importance of the drivers and predictors of usage intention.

Data collection (n = 256) was conducted using convenience sampling in South Korea. The data were primarily analyzed via partial least squares structural equation modeling (PLS-SEM), multi-group analysis and importance–performance map analysis (IPMA) using SmartPLS 3.0.

App users who viewed branded sport apps as having a higher level of system and information quality were likely to have stronger perceptions of enjoyment, usefulness, and ease of use. Among the TAM determinants, perceived enjoyment most significantly influenced their usage intention, followed by perceived usefulness and perceived ease of use. Multigroup analysis revealed that some relationships between app system success dimensions and TAM determinants were significantly different by gender. In addition, IPMA indicated that perceived enjoyment and system quality of branded sport apps were relatively more important than the other predictors.

The current study contributes to the literature by incorporating both TAM and ISSM and extending the TAM with the perceived enjoyment construct to examine the key determinants of usage intention in the context of branded sport apps.

The purpose of this paper is to apply the model of goal-directed behavior (MGB) as a research framework to investigate consumers’ behavioral intention to purchase sporting goods online.

Mall intercept sampling was used to collect data from Korean consumers who have the experience of purchasing sporting goods online. After the elimination of invalid responses, total 314 valid questionnaires were used for further analysis.

The results revealed that attitude, subjective norm, positive and negative anticipated emotions had significant influences on consumers’ desire to buy sporting goods online. Moreover, the frequency of past behavior and desire played significant roles in influencing on Korean consumers’ intention. Further analysis revealed that male consumers had higher levels of positive attitude, subjective norm, positive and negative anticipated emotions, desire, intention, frequency of past behavior toward the online purchase of sporting goods than female consumers did. It also found that male consumers’ desire had a significantly stronger influence on behavioral than female consumers did.

The study suggests the benefit and gender-based targeting strategies in marketing sporting goods online. The primary limitation of this study was that respondents were all Korean online consumers of buying sporting goods. Future research should apply MGB to different countries or regions to generalize the results of this study.

The findings of this study provide a better understanding of Korean consumers’ intention to purchase sporting goods online and gender differences in their decision-making process.

The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks.

Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation modeling (PLS-SEM) for symmetric analysis and fuzzy-set qualitative comparative analysis (fsQCA) for asymmetric analysis.

The study revealed significant impacts of most UTAUT2 determinants and all UGT determinants on user intentions. Additionally, the fsQCA results supported the concept of equifinality, indicating that various configurations of causal combinations can predict a high level of behavioral intention. These findings underscore the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers.

The findings suggest that individuals with high expectations and facilitating conditions, as per UTAUT, and heightened hedonic and socializing motivations, in line with UGT, are more inclined to follow fitness YouTube channels. This study offers valuable insights for fitness content creators and marketers navigating the complexities of the digital age.

Corporate social responsibility (CSR) has become increasingly significant in the sport industry, and athletes, leagues, teams and sport organizations are actively engaging in socially responsible activities. The popularity of CSR has attracted the attention of scholars in the field of sport management. However, little research has investigated the overview and evolution of the extant literature on CSR research in sport management. Therefore, this study aims to explore the knowledge structure of CSR in sport management and provide implications for future research.

This work investigated and examined bibliographic data of scientific documents (N = 234) indexed in the Web of Science (WoS) database from 2008 to 2021. The Bibliometrix R package and VOSviewer software were used to analyze and visualize the knowledge map of CSR research in sport management.

The bibliometric analysis found that CSR has become a critical topic in the field of sport management. Most studies focus on the implementation of CSR activities by sport organizations and their impact on consumers' reactions and behaviors.

The findings of the current paper provide an efficient overview of the evolution of CSR in sport management and offer avenues for future scientific endeavors.

The aim of this study was to investigate the effects of perceived organizational support (POS) on the relationships between volunteer job satisfaction, attitude toward volunteering and continuance intention. Also, this study investigated the moderating role of volunteer age in the relationships between study variables.

Participants were recruited from volunteers in the Rio 2016 Olympic Games and/or the Rio 2016 Paralympic Games (N = 4,824). Data were primarily analyzed using the partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (PLS-MGA).

Results of the PLS-SEM indicated that, firstly, POS had a positive and significant effect on continuance intention, attitude and job satisfaction. Moreover, the influence of job satisfaction on attitude was statistically significant. Paths from attitude and job satisfaction to continuance intention were statistically and positively significant. As a next step, PLS-MGA was conducted using basic bootstrapping to test the age difference in the research model. Significant differences were found in the paths from POS to attitude and from satisfaction to continuance intention. More specifically, the influence of POS on attitude was significantly stronger for the younger group. On the other hand, the impact of satisfaction on continuance intention was significantly stronger for the older group.

The large sample size of this study offered more persuasive empirical evidence on the role of POS in volunteers' perception and behavior. The findings suggest the importance of the event organizer's support for volunteer outcomes and clear communication with volunteers on their needs and wants.

Despite persistent levels of participation in cycling, little research has been undertaken in the context of competitive cycling event management and marketing. This study explored participant preferences using conjoint measurement and plausible market segmentations. Results of the survey conducted at three southeastern US cycling events (N=199) suggest that travel distance has primacy across nearly all segment groups and differences in recreational specialisation in cycling are reflected among other preferred event attributes.

This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience) and two sports website characteristics (perception of product comparison service, and website price advantage) to assess their ability to differentiate licensed sports merchandise purchasers (buyers), and those who just browsed sports websites (browsers). The results made it possible to differentiate buyers and browsers based on 'trust in internet shopping', 'attitude towards online purchasing', 'perceptions of convenience', and 'website price advantage'. Additionally, all six characteristics collectively explained sports merchandise consumers buying versus browsing.