An Empirical Study on Satisfaction and Willingness to Pay for Participant Sports Activities in China

• 발행기관: 동아시아무역학회
• 저자명: Shi Qing Feng
• 간행물 정보: 『Journal of East Asian Trade(JEAT)』 Vol. 2 No. 2, 43~47쪽, 전체 5쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

Purpose - This study investigates the relationship between value cocreation, satisfaction, and willingness to pay for participant sports. Design/Methodology/Approach - To test the proposed hypothesis, we collected data by adopting a consumer survey. Then, we use SPSS and AMOS to estimate the coefficient. Findings - Empirical estimation results show that participants’ value cocreation has a positive effect on their satisfaction for participants sports actives in China. Moreover, Participants’ value cocreation positively affects their willingness to pay for participants sports actives in China. Research Implications - The main findings would guide sports managers to increase participants’ satisfaction and willingness to pay via value cocreation.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Hypothesis and Research Model

Ⅳ. Analysis and Results

Ⅴ. Conclusion

References

키워드

Satisfaction Value-Cocreation Willingness to Pay