Abstract

The 2022 Beijing Winter Olympics has created unprecedented opportunities for China’s commercial ice rinks, where improving consumers’ repurchase intention is essential for their high-quality development. This paper explores the mediation effect of community interactions between perceived value and commercial ice rink consumers’ repurchase intention based on the theory of perceived value. Through a questionnaire survey, we collected 347 valid questionnaire from consumers of commercial ice rinks. Based on a structural equation model, the results show that consumers’ perceived risk value significantly impacts community interactions and consumers’ repurchase intention. Perceived functional, social, and emotional values positively affect community interactions but have an insignificant impact on the consumers’ repurchase intention. Community interactions play a full mediation role between perceived emotional and social values and consumers’ repurchase intention; they play partially mediating role between consumers’ perceived risk value and repurchase intention and do not have mediating role between perceived functional value and consumers’ repurchase intention. Therefore, we provide some practical suggestions: extending commercial ice rink product lines, creating unique intellectual property systems, improving consumer sports career planning, and enhancing risk management.

Highlights

  • China’s ice and snow sports industry is booming with the issue of the “Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption” (No 46) promulgated by the State Council and hosting of the 2022 Beijing WinterOlympics [1]

  • The results show that perceived risk value significantly negatively impacts community interactions and repurchase intention; perceived functional, social, and emotional values significantly impact community interactions positively without significantly impacting repurchase intention

  • The results show that consumers’ perceived risk value significantly impacts community interactions and consumers’ repurchase intention

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Summary

Introduction

China’s ice and snow sports industry is booming with the issue of the “Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption” (No 46) promulgated by the State Council and hosting of the 2022 Beijing WinterOlympics [1]. China’s ice and snow sports industry is booming with the issue of the “Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption” (No 46) promulgated by the State Council and hosting of the 2022 Beijing Winter. According to the survey report on “Spurring 300 million People to Participate in Ice and Snow Sports” from the National. Bureau of Statistics, since Beijing won the bid for the Winter Olympics in 2015, the number of people participating in snow and ice sports has reached 346 million, the participation rate of residents has reached 24.56%, and there are 654 standard ice rinks and 803 indoor and outdoor ski resorts. Ice and snow venues are essential carriers of the ice and snow sports industry. Previous studies have shown that as a facility with a high rate of return, the commercial ice rink has the advantages of attracting popularity [5], and whether the advantages can be used depends on consumers’

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