Value creation: assessing the relationships between quality, consumption value and behavioural intentions at sporting events

Throughout this study, the authors sought to identify the antecedents and consequences of a multi-dimensional consumption-value construct. Data were collected from sports spectators in Japan (n=372) and the United States (n=396). The results indicate that three quality dimensions (functional, technical and aesthetic quality) have a significant impact on their respective value dimensions in the context of sporting events. Moreover, the constructs of entertainment and community prestige have positive effects on customers' behavioural intentions.