TY - JOUR
T1 - The effects of perceived musical fit on sport consumer behaviours
T2 - examining the mediating role of consumer emotional states
AU - Oh, Young Suk
AU - Mkumbo, Peter J.
AU - Arthur-Banning, Skye G.
AU - Choi, Jungah
N1 - Publisher Copyright:
© 2024 Inderscience Enterprises Ltd.
PY - 2024
Y1 - 2024
N2 - Although music plays a critical role in human behaviour, few scholars have examined how it may impact the shopping behaviours of sport consumers. This study uses structural equation modelling to explore how consumers' perceived musical fit (PMF) influences their purchase intention (PIN), store evaluation (SEV) and brand attitude (BAT) in a sport retails setting. Additionally, the study aimed to investigate whether consumers' emotional states (EMS) mediate the relations between PMF and the three outcome variables being tested. The results demonstrate that PMF directly affected BAT and PIN, but this was not statistically significant with SEV. Furthermore, EMS fully mediated the relationship between PMF and SEV. However, it was found to partially mediate the relations between PMF and PIN, as well as between PMF and BAT. The implications of the findings, limitations and future research directions are also discussed.
AB - Although music plays a critical role in human behaviour, few scholars have examined how it may impact the shopping behaviours of sport consumers. This study uses structural equation modelling to explore how consumers' perceived musical fit (PMF) influences their purchase intention (PIN), store evaluation (SEV) and brand attitude (BAT) in a sport retails setting. Additionally, the study aimed to investigate whether consumers' emotional states (EMS) mediate the relations between PMF and the three outcome variables being tested. The results demonstrate that PMF directly affected BAT and PIN, but this was not statistically significant with SEV. Furthermore, EMS fully mediated the relationship between PMF and SEV. However, it was found to partially mediate the relations between PMF and PIN, as well as between PMF and BAT. The implications of the findings, limitations and future research directions are also discussed.
KW - BAT
KW - brand attitude
KW - emotional states
KW - EMS
KW - perceived musical fit
KW - PIN
KW - PMF
KW - purchase intention
KW - SEV
KW - sport consumer behaviours
KW - sport marketing
KW - sport retail store
KW - store atmosphere
KW - store evaluation
UR - http://www.scopus.com/inward/record.url?scp=85187171786&partnerID=8YFLogxK
U2 - 10.1504/IJSMM.2024.137064
DO - 10.1504/IJSMM.2024.137064
M3 - Article
AN - SCOPUS:85187171786
SN - 1475-8962
VL - 24
SP - 93
EP - 112
JO - International Journal of Sport Management and Marketing
JF - International Journal of Sport Management and Marketing
IS - 2
ER -