Impacts of Price and Quality Perceptions on Individuals’ Intention to Participate in Marathon Events: Mediating Role of Perceived Value

Fong-Jia Wang, Chia-Huei Hsiao, Wei-Hsuan Shih and Weisheng Chiu

SAGE Open, 2023, vol. 13, issue 2, 21582440231181431

Abstract: This study examines the relationships among perceived price, quality, and value and their impact on the intent to participate in marathon events. An online questionnaire survey was administered to individuals who had participated in a marathon within the past ten years. Participants were selected using purposive sampling. A total of 609 valid responses were collected. The results showed that both perceptions of price and quality of marathon events are significant predictors of intention to participate in marathon events. Moreover, participants’ perceived value mediated the impacts of perceived price and quality on behavioral intention. The findings offer key implications, including ways to promote active participation in marathon events. In addition, the findings emphasize the need to account for and fully understand perceived price and quality when designing marketing strategies aimed at attracting marathon participants.

Keywords: behavioral intention; marathon; perceived value; sports involvement; perceived price; perceived quality (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:2:p:21582440231181431

DOI: 10.1177/21582440231181431

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