Sportscape, emotion, and behavioral intention: a case of the big four US-based major sport leagues

Abstract

ABSTRACT Research question The purpose of this study was to examine the interrelationships that exist among sportscape, emotion, and behavioral intention with regard to the four US-based major sport leagues (i.e. MLB, NBA, NHL, and NFL). Research methods Using an online survey, data from 1194 respondents were collected. Confirmatory factor analysis and structural equation modeling were used to examine the hypothesized model. Results and findings The metric invariance of the proposed model was established, indicating that the measurement model holds across the four groups. The results of structural invariance indicate that, to varying degrees, sportscape factors affect emotion among spectators of all four leagues. Notably, the relationship between positive emotion and behavioral intention was positively significant among all four leagues. The mediating effect of emotion was also found in the relationship that exists between sportscape factors and behavioral intention. Implications We extended the sportscape and the stimulus organism response (SOR) framework by determining the applicability of their measurement items with regard to the big four US sport leagues. Confirming the mediating effect of emotion in the relationship between sportscape factors and behavioral intention further supports the efficacy of the SOR framework in explicating the interrelationship among physical environment factors, emotion, and approach behavior. Practically, the findings of the nomological relationships that exist between emotion and behavioral intention indicate the importance of eliciting positive emotion to boost attendance through the strategic use of various sportscape factors.