Examining the relationship between college football season ticket holders' service personal values and their behavioral intentions : the moderating effect of team identification.

College football;Behavioral intentions;Season ticket holders;Moderating effect;Service personal values;Team identification

Gary Peng-Liang Tan

University:University of Louisville

Department:College of Education and Human Development

关键词: College football;    Behavioral intentions;    Season ticket holders;    Moderating effect;    Service personal values;    Team identification;   

Others  :  https://ir.library.louisville.edu/cgi/viewcontent.cgi?article=2415&context=etd

美国|英语

来源: The Universite of Louisville's Institutional Repository

【 摘 要 】

Recently, some college football programs have experienced unsustainable attendance growth, increases in revenue discrepancies, stagnant "revenue growth", and increased operating costs (Brown, 2009; Fulks, 2009; Fullerton & Morgan, 2009; Jackson, 2005; NCAA, 2009, 2010). These problems can be examined from customer service, social identification, and consumer behavior perspectives (Curtin, 1982; Katona, 1974; Wann & Branscombe, 1993; Zeithaml, 1988). This study's research purposes are to understand service personal values antecedents and outcomes, and team identification's moderating effect on the relationship between service personal values, and both consumption satisfaction perceptions and behavioral outcomes. A sample of college football season ticket holders at a large public university in Southeastern United States completed an online survey. Factorial multivariate analysis of variance (MANOY A), multiple regression analysis, and hierarchical regression analysis were used to analyze the data. The findings of this study indicated college football season ticket holders' team identification moderated the relationship between their service value to social recognition (SYSR), and both consumption satisfaction and behavioral intentions. College football season ticket holders' with low team identification level are more likely to depend on SVSR to formulate their consumption satisfaction perceptions and behavioral intentions, compared to college football season ticket holders' with high team identification level.Antecedents of college football season ticket holders' service personal values include number of household members, gender, university affiliation, number of years holding season tickets, and ethnicity.