The Importance Of Sport Event Quality And Experiential Purchase To Create Exercise Habits And Improve Individual Health

Abstract

Recently, the trend of participating in sports events has become popular with most people in the world. Perhaps, the consequences of COVID-19 are one of the reasons that influence people's intentions to participate in sporting events. People tend to care more about health, build a positive lifestyle, and expand social relationships. Therefore, the purpose of the study is to investigate how the quality of the sporting event actually affected the participants' satisfaction and daily exercise intention, whether they are ready with experiential purchase intention and re-patronage intention again to improve their quality of life based on health and social benefits. The research uses a hierarchy component model with two second-order constructs, namely sport event quality and quality of life. The data was collected from participants of the VnExpress Marathon and Techcombank Marathon at Ho Chi Minh City through an online survey. A total of 250 valid responses based on the PLS-SEM analysis technique. The study concluded that six out of seven hypotheses have a positive relationship, and only one hypothesis has no effect (H3). Specifically, sport event quality had a significant influence on event satisfaction and regular exercise intention, the positive relationship among overall event satisfaction, experiential purchase, re-patronage, and quality of life benefits. The author offers some suggestions for enhancing the quality of sporting events to raise participants' satisfaction and quality of life. Based on the findings, the author gives some recommendations for the improvement of future researches as well as the policies of the government.