SOCIAL MOTIVATIONS AND CONSUMPTION BEHAVIOR OF SPECTATORS ATTENDING A FORMULA ONE MOTOR-RACING EVENT

Abstract

Our purpose was to examine the relationship between spectator social motivations and sport consumption behavior in the context of Formula One (F-1) motor-racing events. Respondents were spectators who attended 3 F-1 races held in Shanghai, China. Through a structural equation modeling analysis, we found that achievement seeking and salubrious effects were motivating factors related to repurchase intentions. Achievement seeking, entertainment, and catharsis were also motivating factors associated with word-of-mouth intentions concerning F-1 events.