Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors

Abstract

Scholarly interest in social interaction has led to a consensus that the desire to engage in a high level of interpersonal interactions with other consumers is one of the major motives for attending sporting events. While prior studies have focused on social interaction as a motivational factor, there is a lack of research that explores consumers’ experience of interaction during sporting events. The purpose of the study is to identify and test antecedents and consequences of consumer-to-consumer (CCI) interaction in professional golf events. Using a systematic sampling method, a total of 281 golf attendees were surveyed from three Korean Ladies Professional Golf Association (KLPGA) events. Structural equation modeling was conducted, and the findings supported (a) the full mediating effects of excitement between sport service environments (i.e., other consumers’ passion and aesthetic scenery) and consumer citizenship behaviors and (b) the partial mediating effects of CCI between excitement and consumer citizenship behaviors.