Co-created value influences residents' support toward the sporting event through the mediating mechanism of gratitude. Issue 1 (2nd January 2023)

• Record Type: Journal Article
• Authors: Zhang, Jingxian (Cecilia); Byon, Kevin K.; Tsuji, Yosuke; Pedersen, Paul M.
• Is Part Of: European sport management quarterly. Volume 23:Issue 1(2023)
• Page Start: 125
• Page End: 147
• Publication Date: 2023-01-02
• Subjects: Co-created value -- gratitude -- trust -- commitment -- support intentions; Sports administration -- Periodicals; Sports administration -- Europe -- Periodicals; 796.069
• DOI: 10.1080/16184742.2020.1836011
• Languages: English
• ISSNs: 1618-4742

Abstract

ABSTRACT: Research question: The purpose of this study was to examine the effects of residents' co-created value on their intentions to support a sporting event through the mediating mechanism of gratitude. Research methods: Data were collected from residents' participating in a local recurring sporting event (Naha Marathon, n = 198) and an international recurring sporting event (New York Marathon, n = 229). Results and findings: The findings reveal that gratitude shows a strong positive impact on residents' event support intentions. Also, the results indicate gratitude is a mediating psychological mechanism that can explain the relationship between co-created value and residents' event support intentions. Implications: We provide insights into the important role of gratitude in understanding how co-created value and relationship marketing variables function together to influence residents' intentions to support recurring sport events. Also, findings of the current study assist in the understanding of resident-event relationships and contribute to the growing understanding of residents' support for recurring events.