Abstract
The authors attempt to explain why the generally accepted models built on consumer socialization theory do not sufficiently capture supporting consumer socialization behavior. According to marketing literature, social interaction may influence consumer behavior. The purpose of this study is to understand the behavior of consumers engaged in marathon running. The authors use three types of consumer socialization constructed factors (intergenerational influences, peer influences, and traditional media) and examine their effects on event conformity. A total of 299 marathon runners who were runners in one or more marathon running responded to the survey. The findings highlight social interaction as an influence on the consumer behavior of those engaged in marathon running. Meanwhile, our support conformity moderated the relationship between the intergenerationally influenced and marathon running behavior in marathon events. The authors emphasize the importance of reflecting on different relationships (consumer-related skills, knowledge, and attitudes) in understanding supporting consumer socialization behavior.
Highlights
Consumer socialization theory has been used across many disciplines to provide a theoretical foundation for exchange-based relationships [1]
The theory suggests that consumer socialization behavior is based on individual attitudes and support and benefits, where individuals who perceive more significant benefits engage in more supportive social interaction behavior [2]
The findings of this study support the idea that social interaction may influence consumer behavior of engaging in marathon running
Summary
Consumer socialization theory has been used across many disciplines to provide a theoretical foundation for exchange-based relationships [1]. The theory suggests that consumer socialization behavior is based on individual attitudes and support and benefits, where individuals who perceive more significant benefits engage in more supportive social interaction behavior [2]. Marathon running has a documented social impact and an economic impact, and health-enhancing behavior and scholars have supported a need for developing events [3]. The successful development and execution of events often rely on consumer participation and advocacy; studies have documented that social interaction may increase consumer and other stakeholders’ marathon running development and promotion [4,5,6]. The influence of social interaction through marathon events on consumer socialization behaviors has rarely been investigated [4,5,6,7]. We suggest that marathon running can be a sustainable and consistent form of sports event development [1]
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