RESEARCH ARTICLE
The Consumer Value in Mega Sports Fan Festival: Scale Development and Validation
Seung-Hoon Jeong1
Article Information
Identifiers and Pagination:
Year: 2024Volume: 17
E-location ID: e1875399X272354
Publisher ID: e1875399X272354
DOI: 10.2174/011875399X272354231226072941
Article History:
Received Date: 30/08/2023Revision Received Date: 10/10/2023
Acceptance Date: 24/10/2023
Electronic publication date: 08/01/2024
Collection year: 2024
open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: https://creativecommons.org/licenses/by/4.0/legalcode. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Abstract
Introduction
This study aimed to identify key values associated with fan festivals for the mega sports event. By examining those key values, researchers and practitioners may broaden their understanding of why sports fans attend fan festivals for mega sports events.
Materials and Methods
This study identified four dimensions of the Fan Festival Value Scale (FFVS)—hedonic, aesthetics, social, and social justice values—and statistically confirmed that the proposed measurement scale is reliable and valid.
Results
This study showed that fans attend the fan festival to experience positive effects, watch the athletic performance, interact with other fans, and support social values (e.g., fairness and cooperative spirit). In particular, those four values may be divided into individualistic or collectivistic perspectives. From the individualistic perspective, fans may attend the fan festival to experience self-oriented values, such as to elicit positive emotional responses like pleasure and excitement and to enjoy the aesthetic movements of athletes. In predictive validity, the results indicated that the aesthetic and social values significantly predicted the attitude toward the fan festival, and hedonic, aesthetic, social, and social justice values significantly predicted fans' future intention to attend fan festivals for mega sports events. These findings suggest that the FFVS effectively predicts how fans form attitudes toward a fan festival and which specific values motivate those fans to attend fan festivals in the future.
Conclusion
The results of the current study can provide meaningful implications to the managers of the fan festival in terms of which values are derived from those fans to attend the fan festival.
