Development of Sustainable Marathon Running: The Consumer Socialization Perspective

Chia-Huei Hsiao, Fong-Jia Wang and Yu-Cheng Lu
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Chia-Huei Hsiao: Department of Leisure and Sport Management, National Taipei University 151, University Rd., San Shia District, New Taipei City 23741, Taiwan
Fong-Jia Wang: Department of Physical Education, National Taiwan Normal University, 162, Section 1, Heping E. Rd., Taipei City 106, Taiwan
Yu-Cheng Lu: Office of Physical Education, National Formosa University, 64, Wunhua Rd, Huwei Township, Yunlin County 632, Taiwan

Sustainability, 2020, vol. 12, issue 18, 1-11

Abstract: The authors attempt to explain why the generally accepted models built on consumer socialization theory do not sufficiently capture supporting consumer socialization behavior. According to marketing literature, social interaction may influence consumer behavior. The purpose of this study is to understand the behavior of consumers engaged in marathon running. The authors use three types of consumer socialization constructed factors (intergenerational influences, peer influences, and traditional media) and examine their effects on event conformity. A total of 299 marathon runners who were runners in one or more marathon running responded to the survey. The findings highlight social interaction as an influence on the consumer behavior of those engaged in marathon running. Meanwhile, our support conformity moderated the relationship between the intergenerationally influenced and marathon running behavior in marathon events. The authors emphasize the importance of reflecting on different relationships (consumer-related skills, knowledge, and attitudes) in understanding supporting consumer socialization behavior.

Keywords: intergenerational influences; peer influences; conformity; social media; social networks (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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