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

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

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.

Suggested Citation

  • Fong-Jia Wang & Chia-Huei Hsiao & Wei-Hsuan Shih & Weisheng Chiu, 2023. "Impacts of Price and Quality Perceptions on Individuals’ Intention to Participate in Marathon Events: Mediating Role of Perceived Value," SAGE Open, , vol. 13(2), pages 21582440231, June.
    • Handle: RePEc:sae:sagope:v:13:y:2023:i:2:p:21582440231181431
    DOI: 10.1177/21582440231181431
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    References listed on IDEAS

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    4. Doyle, Jason P. & Filo, Kevin & Lock, Daniel & Funk, Daniel C. & McDonald, Heath, 2016. "Exploring PERMA in spectator sport: Applying positive psychology to examine the individual-level benefits of sport consumption," Sport Management Review, Elsevier, vol. 19(5), pages 506-519.
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