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Development of Sustainable Marathon Running: The Consumer Socialization Perspective

Author

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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)

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.

Suggested Citation

  • Chia-Huei Hsiao & Fong-Jia Wang & Yu-Cheng Lu, 2020. "Development of Sustainable Marathon Running: The Consumer Socialization Perspective," Sustainability, MDPI, vol. 12(18), pages 1-11, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7776-:d:416505
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    References listed on IDEAS

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    1. Joseph E. Mahan III & Won Jae Seo & Jeremy S. Jordan & Daniel Funk, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 182-192, April.
    2. Sushil Bikhchandani & David Hirshleifer & Ivo Welch, 1998. "Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades," Journal of Economic Perspectives, American Economic Association, vol. 12(3), pages 151-170, Summer.
    3. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    4. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
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    Cited by:

    1. Jia Yang & Fang-Yuan Ju & Zu-Guo Tian, 2022. "Sports and Social Interaction: Sports Experiences and Attitudes of the Urban Running Community," IJERPH, MDPI, vol. 19(21), pages 1-14, November.
    2. Sandra Ferreira & Paula Batista & Juan Antonio Sánchez-Sáez & Javier Sánchez-Sánchez & Maria José Carvalho, 2023. "Road Racing Event Management Satisfaction: A Scoping Review of the Literature in Different Populations," Sustainability, MDPI, vol. 15(3), pages 1-18, January.

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