Purpose

Understanding factors that enhance participants' satisfaction has become critical to developing effective donor retention strategies for charity sport events (CSEs). However, there is a lack of empirical research on participants' satisfaction with CSEs. The purpose of this study is to examine the antecedents and consequences of satisfaction among CSE participants and to empirically test the relationships between the proposed constructs.

Design/methodology/approach

Data were collected from 238 participants from four Relay For Life (RFL) events organized by the American Cancer Society, North Central Region in the USA. Confirmatory factor analysis and structural equation modeling were conducted to analyze the measurement model and the structural model.

Findings

The results of the structural model indicated that perceived prosocial impact, sense of community and trust in CSE had significant positive effects on CSE satisfaction, while venue quality, knowledge attainment and entertainment value did not positively influence CSE satisfaction. CSE satisfaction had a positive direct effect on participant loyalty to CSE, which had a significant contribution to future participant intent.

Practical implications

The findings of this study provide CSE directors and marketers with valuable insights into the process of how to build long-term relationships with participants by identifying factors that influence participants' satisfaction and its consequences.

Originality/value

By measuring the mediating role of CSE satisfaction, this study provides a deeper understanding of the causal pathways from the antecedents to participant loyalty through CSE satisfaction.

中文翻译：

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健康相关慈善体育赛事参与者满意度的前因和后果

目的

了解提高参与者满意度的因素对于为慈善体育赛事 (CSE) 制定有效的捐助者保留策略至关重要。然而，缺乏关于参与者对 CSE 满意度的实证研究。本研究的目的是检查 CSE 参与者满意度的前因和后果，并实证检验所提出的构念之间的关系。

设计/方法/方法

数据来自美国中北部地区美国癌症协会组织的四次生命接力 (RFL) 活动的 238 名参与者。通过验证性因素分析和结构方程建模来分析测量模型和结构模型。

发现

结构模型的结果表明，感知的亲社会影响、社区意识和信任对 CSE 满意度有显着的正向影响，而场地质量、知识获取和娱乐价值对 CSE 满意度没有正向影响。CSE 满意度对参与者对 CSE 的忠诚度有积极的直接影响，这对未来的参与者意图有重大贡献。

实际影响

这项研究的结果为 CSE 主管和营销人员提供了宝贵的见解，了解如何通过确定影响参与者满意度及其后果的因素与参与者建立长期关系的过程。

原创性/价值

通过衡量 CSE 满意度的中介作用，本研究通过 CSE 满意度提供了对从前因到参与者忠诚度的因果路径的更深入的理解。