Purpose

The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification between first-time and repeat spectators.

Design/methodology/approach

Research participants (N = 540) were spectators at the Shanghai Masters over a span of seven days. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA).

Findings

Significant, positive relationships were found between core market demand and event identification, and between core market demand and behavioral intentions. In contrast, peripheral market demand only had significant, positive effect on event identification; however, findings revealed that event identification fully mediated the relationships between peripheral market demand and behavioral intentions. Additionally, the effect of peripheral market demand on event identification was greater among first-time spectators than repeat spectators.

Originality/value

This study contributed to the application of PLS-SEM in sport management research by adopting a formative-formative hierarchical component model (HCM) to address the prevailing measurement model misspecification of market demand constructs. The findings highlighted the merits of promoting market demand associated with recurring hallmark sporting events and the importance of enhancing event identification through differential market penetration schemes across different spectator groups.

中文翻译：

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市场需求对经常性标志性体育赛事观众的影响：上海大师赛的实证研究

目的

目前的研究旨在 (1) 确定经常性标志性体育赛事的核心和外围市场需求，测试它们对赛事识别和行为意图的影响；(2) 探讨核心和外围市场需求对首次和重复观众之间的事件识别的影响。

设计/方法/方法

研究参与者（N  = 540）是为期 7 天的上海大师赛的观众。使用偏最小二乘结构方程模型 (PLS-SEM) 和偏最小二乘多组分析 (PLS-MGA) 分析数据。

发现

核心市场需求与事件识别之间、核心市场需求与行为意图之间存在显着的正相关关系。相比之下，外围市场需求仅对事件识别具有显着的积极影响；然而，研究结果表明，事件识别完全中介了外围市场需求和行为意图之间的关系。此外，外围市场需求对赛事识别的影响在首次观众中大于重复观众。

原创性/价值

本研究通过采用形成性-形成性分层组件模型 (HCM) 来解决市场需求结构的普遍测量模型错误规范，从而有助于 PLS-SEM 在体育管理研究中的应用。调查结果强调了促进与经常性标志性体育赛事相关的市场需求的优点，以及通过不同观众群体的不同市场渗透计划来增强赛事识别的重要性。