Value Components in Equestrian Self-Organization[Les composantes de la valeur dans l'auto-organisation équestre]

Aim: Self-organization in sport and leisure activities has increased recently but remains little known. This trend is the same in equestrian activities, generating economic and societal issues for institutions and professionals of the sector. Self-organization is the daily autonomous organization of one or more tasks that could otherwise be subcontracted. For some practitioners, it is the result of a mismatch between their demand and the supply of available services. To better understand the determinants of equestrian self-organisation, this article examines the consumer value associated with this organizational choice. Question: The sports service, dissociated from the material good, implies an immaterial exchange contract requiring consumer participation. In this context, this article analyses the value components of sports self-organization, in the case of equestrian activities. In addition, this exploratory research aims to understand which value components influence the overall value of self-organization and whether this overall value is also influenced by attachment to the animal and self-efficacy. Methodology: The methodology is based on a quantitative survey conducted online via social networks (Facebook, X - Twitter and Instagram) over six months in 2021, in France with 615 respondents. Structural equation models are used in the analysis. Results: The results reveal that attachment to the animal, self-efficacy, economic value, hedonic value, ethical value associated with well-being are pivotal elements in the value of equestrian self-organization. Additionally, a novel component, transmission value, has been identified. This study also explores the influence of the perceived risk of error in equestrian self-organization. Originality: These findings open-up perspectives for new managerial strategies towards self-organized users, in equestrian activities, and more generally in the field of sport. In particular, this means considering the consumers' expectations of a practice that can be shared with loved ones and that is consistent with everyone's ethical concerns.