¿Influyen las emociones en la intención de asistir a un evento deportivo?Diferencias de género

  1. Alonso dos Santos, Manuel
  2. Pérez Campos, Carlos
Revista:
Journal of Sports Economics & Management

ISSN: 2340-7425

Año de publicación: 2015

Número: 5

Páginas: 2-16

Tipo: Artículo

Otras publicaciones en: Journal of Sports Economics & Management

Resumen

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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