Promoting Word-of-Mouth communication: The moderating role of leisure sport social media

• 발행기관: 한국유통과학회
• 저자명: Min-Soo KIM Miok Kim Seung-Eun HUR Myung-Seok SEO Won-Jae SEO
• 간행물 정보: 『유통과학연구(JDS)』제18권 제4호, 61~72쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.04.30

영문 초록

Purpose: Usage of leisure-sport social media would lengthen and strengthen the effects of positive event experiences on WOM behavior. This study is to examine the extent to which leisure sport social media use has the moderating potential to enhance the direction of the relationship between post-event emotions and event WOM behavior. Research design, data and methodology: A running event located in a major metropolitan area in the southeastern United States was selected. Participants of the running events completed the survey. Descriptive analysis and correlations between primary variables of interest were conducted. To examine interactions within the context of moderated regression, a hierarchical regression analysis was employed. Results: The results confirmed direct effects of a sense of achievement and event satisfaction on event WOM intention, supporting H 1 and H2. In specific, result revealed that the amount of time spending on social media for running content moderated the effect of a sense of achievement on event WOM intention, supporting H3, however, H4 was rejected. Conclusions: There are managerial implications of these results, particularly which pertain to how organizers may be able to use perceived benefits (i.e., a sense of achievement and satisfaction) and social media to increase positive WOM intention.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results

5. Discussion

키워드

Leisure Sport Social Media Sense of Achievement Event Satisfaction Post-Event Benefits Event WOM