本研究目的為探討社群媒體使用者服務品質、體驗價值與滿意度之關係，以Facebook、 Twitter、 Instagram、 YouTube之社群媒體使用者為研究對象， 透過問卷 調查法進行資料蒐集，並以立意抽樣方式發放問卷，獲得有效樣本數 391份。資料分析方式使用描述性統計、獨立樣本 t檢定、單因子變異數分析、皮爾森積差相關分析與一般多
元迴歸分析等方法進行資料彙整與分析，本研究發現如下：
一、社群媒體使用者以18-26歲 、 大專 校院教育程度 為主要族群。最常使用的社群媒體為 Facebook；手機為使用者最常使用的載具；社群媒體的 每日 使用時間以 1-5小 時居多；籃球使最多使用者關注的運動項目；最常按讚、分享的內容以影片方式為主。
二、不同教育程度的社群媒體使用者 在服務品質 上呈現顯著差異 。
三、不同婚姻狀態的社群媒體使用者在體驗價值上呈現顯著差異 。
四、不同年齡層、婚姻狀態、教育程度的社群媒體使用者在滿意度上未呈現顯著差異 。
五、服務品質、體驗價值與滿意度間呈現顯著的正相關 。
六、服務品質之「行為」與體驗價值之「美感」、「趣味」、「卓越服務 」、「投資報酬」等 五 個變項對滿意度具有顯著的預測能力 。
本研究建議未來社群媒體 應針對員工挑選與事前培訓 加強 選擇態度積極、樂觀的員工，並培養相關技能如：文字撰寫、攝影、影音剪輯等， 輔以運動背景知識的習得，供予社群媒 體使用者更優等的服務品質，
提升其滿意度。

This study aimed to explore the relationships among user service quality, experience value, and satisfaction for social media. This study was done with 391 valid questionnaires. Based on the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: The majority of social media users were age of 18-26, college-educated. In addition, Facebook was the most popular social media. Users choose mobile phone device connecting social media. They spent 1-5 hours per day on social media. Basketball caught most users’ eye. The video type of sport content was users’ favorite. Users with different level of education had significant difference on service quality. Marriage had significant difference on experiential value. The satisfaction did not differ in age, education, and marriage. Besides, there were highly correlated relationship among the service quality, experience value, and satisfaction. Action of the employee, aesthetics, playfulness, service excellence and customer return on investment were significant indicators for satisfaction. In conclusion, social media should focus on the recruitment. The personality should be active and friendly. Also, social media should the employee developing writing, photographing, and film editing skill. So does the sport knowledge learning. With these abilities mentioned above, social media can provide high-level service quality for their user.

一、中文文獻
王月鶯、徐永億 (2015)。大專生學參與休閒獨木舟活動體驗價值、滿意度與忠誠度之研究。運動健康休閒學報，(6)，228-240。
王怡惠、劉柏立、白卿芬、陳思豪、陳彥宇、鄭椀予、梁曼嫻、徐千惠、汪瑤葳、鄭雅心、施翔云 (2018)。寬頻使用調查結果摘要報告。通訊傳播產業匯流發展趨勢與調查委託研究案 (編號：NCC-Y106-014)。臺北市：國家通訊傳播委員會。
王勇勝 (2009)。高爾夫練習場之服務品質之探討。嘉大體育健康休閒期刊，8 (1)，63-71。
朱博湧、陳佳誼、林裕淩、吳蔚震 (2009)。技術支援網站服務品質決定因素之探討–以台灣資訊科技企業為例。資訊管理展望，11 (1)，1-24。
江義平、蔡坤宏、翁蕊、吳依柔 (2018)。探索社群媒體行銷之品牌及社群效益：以知名品牌為例。行銷評論，15 (4)，417-461。
池文海、楊宗儒、賀春生 (2007)。新聞網站服務品質、顧客滿意度與忠誠度關係之研究。品質學報，14 (3)，285-299。
吳尚庭、陳五洲 (2011)。社群媒體網站對體育輔助教學之應用–以 Facebook 粉絲專頁為例。臺灣體育論壇，(2)，1-10。
李佳蓉 (2011)。泳渡日月潭參與者體驗行銷與體驗價值之研究，2011年運動產業經營暨運動產品設計學術研討會論文集。臺北：海峽兩岸體育研究學會。
李曄淳、張景弘、羅志勇 (2012)。高爾夫球場顧客互動與顧客認知價值之相關性探討。運動研究，21 (1)，27-38。
沈進成、曾慈慧、蕭丹瑋 (2009)。高峰型與維生型遊客的飲食觀光動機、吸引力、阻礙、滿意度與忠誠度影響關係之研究。運動休閒餐旅研究，4 (1)，63-95。
沈經洪、洪順慶 (2012)。品牌關係：顧客價值與品牌愛慕。臺大管理論叢，23 (1)，1-27。
林秀芬、李國光 (2006)。網路知識社群服務品質評估模式建構之研究。電子商務研究，4 (2)，211-234。
林怡秀 (2013)。運動團隊認同感、訊息型態與社群媒體對運動消費者訊息處理之影響。大專體育學刊，15 (2)，148-159。
林怡靜 (2015)。臺灣化妝品廠商社群媒體應用之研究 (未出版碩士論文)。國立中央大學，桃園市。
林家緯、廖俊儒 (2012)。超級籃球聯賽 (SBL) 現場觀眾體驗品質對體驗滿意度及忠誠意願影響之研究。輔仁大學體育學刊，(11)，1-17。
林耀南 (2010)。服務品質、體驗價值、關係品質與顧客忠誠度關係之研究。復興崗學報，(99)，103-123。
邱仕騰、蕭嘉惠 (2014)。病毒行銷於 Facebook 運動賽事粉絲專頁之應用。中華體育季刊，28 (1)，11-20。
邱榮基、畢璐鑾 (2008)。台灣地區馬拉松賽會服務品質與滿意度之研究。臺灣體育運動管理學報，6，1-20。
邱聯榮 (2009)。蔬食餐廳消費者消費動機, 滿意度對忠誠度之研究。建國科大學報，29 (1)，89-108。
姜義臺 (2015)。運用社群媒體行銷圖書館服務之淺析。臺北市立圖書館館訊，33 (2)，55-67。
施伯燁 (2014)。社群媒體-使用者研究之概念、方法與方法論初探。傳播研究與實踐，4 (2)，207-227。
張家瑋、陳光宗 (2014)。HBL 三月瘋: Nike Basketball Taiwan 社群內容效益分析。成大體育學刊，46 (2)，36-51。
許雅禎 (2011)。運用結構方程模式探討服務品質、消費者涉入、體驗價值與關係品質對顧客滿意度與忠誠度之影響–以桌上遊戲為例 (未出版碩士論文)。國立虎尾科技大學，雲林縣。
許麗玲、徐村和、唐嘉偉、梁智勇 (2010)。Blog體驗價值對使用者持續使用意向之研究。資訊管理學報，17 (4)，89-117。
郭怡伶 (2015)。運動筆記 Facebook 粉絲團使用者涉入程度與運動參與之探討。運動健康休閒學報，(6)，11-22。
陳永洲、李冠逸 (2015)。定向越野賽事服務品質、滿意度及再參加意願之研究。中正體育學刊，5，1-20。
陳成業 (2016)。觀賞性運動賽會服務品質:量表發展與驗證。體育學報，49 (2)，195-207。
陳勁甫、陳佩君、陳美惠、李佳玲 (2006)。參觀者對博物館服務品質、知覺價值、滿意度及行為意圖關係之研究：以國立自然科學博物館為例。科技博物，10 (2)，41-58。
陳美燕、蔡心怡、葉允棋 (2014)。以多層次線性模型探討大型運動賽會服務品質知覺之研究。臺灣體育運動管理學報，14 (1)，1-25。
賀嘉瑞 (2015)。觀眾對球場氣氛、體驗價值與再購意願之研究–以中華職棒為例 (未出版碩士論文)。國立臺灣師範大學，臺北市。
黃盈裕 (2001)。顧客價值的方法目標鏈結模式之研究–以童裝之消費經驗為例 (未出版博士論文)。國立中山大學，高雄市。
葉允棋、陳美燕 (2007)。體驗行銷、體驗價值、顧客滿意與行為意圖關係之研究：以自行車休閒運動為例。臺灣體育運動管理學報，(5)，331-364。
蔡雨勲、李明聰、劉修祥 (2010)。服務品質，價值，滿意度及行為意圖關係之研究-以打狗英國領事官邸餐廳為例。休閒暨觀光產業研究，5，54-69。
蔡國昭、廖焜福、孫美蓮、張家銘 (2017)。游泳池消費者服務品質對體驗價值與再消費意願影響之研究。嘉大體育健康休閒期刊，16 (1)，1-13。
鄭明華 (2014)。現場觀眾服務品質知覺、滿意度與行為意圖之研究–以免費觀賞型運動賽會為例 (未出版碩士論文)。國立臺灣師範大學，臺北市。
鄭雨涵、邵于玲 (2006)。蕃薯藤運動網線上服務品質分析。大專體育學刊，8 (3)，39-50。
蕭喬予、楊志顯、蕭淑芬 (2014)。2013 The Color Run 臺北站參賽者體驗價值之研究。輔仁大學體育學刊，(13)，112-131。
駱碧蓮、施致平 (2012)。中華職棒虛擬社群參與行為意圖模式之研究。體育學報，45 (2)，113-125。
鍾政偉、許龍池、張哲維 (2013)。活動參與者休閒動機、遊客價值、滿意度與忠誠度關係之研究–以 2013 高雄端午國際龍舟邀請賽為例。運動休閒管理學報，10 (4)，45-62。
羅志勇、馬上鈞、曾銀助 (2011)。高雄縣市室內溫水游泳池消費者滿意度與忠誠度之研究。屏東教大運動科學學刊，7，75-85。
施博逸、陳東韋、李仁佐、李美娟 (2013)。網球俱樂部會員的服務品質滿意度研究。嘉大體育健康休閒期刊，12 (3)，210-225。

二、英文文獻
Abdullah, D., Jayaraman, K., & Kamal, S. B. M. (2016). A conceptual model of interactive hotel website: The role of perceived website interactivity and customer perceived value toward website revisit intention. Procedia Economics and Finance, 37, 170-175.
Ahmed, Y. A., Ahmad, M. N., Ahmad, N., & Zakaria, N. H. (2019). Social media for knowledge-sharing: A systematic literature review. Telematics and Informatics, 37, 72-112.
Alexandris, K., Zahariadis, P., Tsorbatzoudis, C., & Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European sport management quarterly, 4 (1), 36-52.
Al-Sabbahy, H. Z., Ekinci, Y., & Riley, M. (2004). An investigation of perceived value dimensions: Implications for hospitality research. Journal of Travel Research, 42 (3), 226-234.
Anderson, M., & Jiang, J. (2018). Teens, social media & technology 2018. Retrieved from Pew Research Center website: https://www.pewinternet.org/2018/05/31/teens-technology-appendix-a-detailed-tables/.ll,
Antón, C., Camarero, C., & Laguna-García, M. (2018). Experience value or satiety? The effects of the amount and variety of tourists’ activities on perceived experience. Journal of Travel Research, 57 (7), 920-935.
Ashton, A. S., Scott, N., Solnet, D., & Breakey, N. (2010). Hotel restaurant dining: The relationship between perceived value and intention to purchase. Tourism and Hospitality Research, 10 (3), 206-218.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20 (4), 644-656.
Babin, B. J., & Darden, W. R. (1995). Consumer self-regulation in a retail environment. Journal of retailing, 71 (1), 47-70.
Baccarella, C. V., Wagner, T. F., Kietzmann, J. H., & McCarthy, I. P. (2018). Social media? It's serious! Understanding the dark side of social media. European Management Journal, 36 (4), 431-438.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27 (3), 785-804.
Barnes, S. J., Mattsson, J., Sørensen, F., & Jensen, J. F. (2019). The Mediating Effect of Experiential Value on Tourist Outcomes from Encounter-Based Experiences. Journal of Travel Research, 1-14. doi: 10.1177/0047287519837386
Bateson, J. (2002). Consumer performance and quality in services. Managing Service Quality: An International Journal, 12 (4), 206-209.
Bellenger, D. N., Steinberg, E., & Stanton, W. W. (1976). Congruence of store image and self image-as it relates to store loyalty. Journal of Retailing, 52 (1), 17-32.
Berry, L. L., & Parasuraman, A. (1992). Prescriptions for a service quality revolution in America. Organizational Dynamics, 20 (4), 5-15.
Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: implications for international marketing strategy. Bus. Horiz, 55 (3), 261-271.
Bitner, M. J., Bernard, H. B., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of marketing, 54 (1), 71-84.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. Journal of consumer research, 17 (4), 375-384.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30 (1), 7-27.
Brady, M. K., & Cronin, J. J. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, 65 (3), 34-49.
Brady, M. K., Voorhees, J. J., Cronin, Jr. J., & Bourdeau, B. L. (2006). The good guys don’t always win: The effect of valence on service perceptions and consequences. Journal of Services Marketing, 20, 83-91.
Bruns, A. (2008). Blogs, wikipedia, second life, and beyond: From production to produsage. New York, NY: Peter Lang.
Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R. (2011). Understanding consumer conversations around ads in a Web 2.0 world. Journal of Advertising, 40 (1), 87-102.
Chelladurai, P., & Chang, K. (2000) Targets and standards of quality in sport services. Sport Management Review, 3, 1-22.
Chomsky, N. (2012). Occupy. London, England: Penguin.
Chiu, W., & Won, D. (2016). Relationship between sport website quality and consumption intentions: Application of a bifactor model. Psychological reports, 118 (1), 90-106.
Clemes, M. D., Brush, G. J., & Collins, M. J. (2011). Analysing the professional sport experience: A hierarchical approach. Sport Management Review, 14 (4), 370-388.
Cronin Jr. J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56 (3), 55-68.
Czepiel, J. A., Solomon, M. R., & Surprenant, C. F. (1985). The service encounter: Managing employee/customer interaction in service businesses. New York, NY: Free Press.
Eighmey, J. (1997). Profiling user responses to commercial web sites. Journal of advertising research, 37 (3), 59-67.
Feldman, T. (1997). An introduction to digital media. London, England: Routledge.
Filo, K., Lock, D., Karg, A. (2015). Sport and social media research: a review. Sport Manage. Review, 18 (2), 166-181.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56 (1), 6-21.
Foroughi, B. M., Shah, K., Nikbin, D., & Hyun, S. S. (2014). The impact of event quality on fan satisfaction and game attendance in the context of professional soccer in Iran. International Journal of Sports Marketing and Sponsorship, 15 (3), 40-56.
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21 (3), 250-262.
Ghosh, A., Varshney, S., & Venugopal, P. (2014). Social Media WOM: Definition, Consequences and Inter-relationships. Management and Labour Studies, 39 (3), 293-308.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing, 18 (4), 36-44.
Grönroos, C. (1990). Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface. Journal of Business Research, 20 (1), 3-11.
Hallowell, R. (1996). The Relationship of Customer Satisfaction, Customer loyalty and Profitability: An Empirical Study. International Journal of Service Industry Management, 7 (4), 27-42.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46 (3), 92-101.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9 (2), 132-140.
Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. Service quality: New directions in theory and practice, 21 (1), 21-71.
Holbrook, M. B. (1996), Customer Value: A Framework for Analysis and Research. Advances in Consumer Research, 23 (1),138-142.
Holbrook, M. B. (1999). Consumer value: a framework for analysis and research. London, England: Psychology Press.
Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived quality, 31 (2), 31-57.
Howat, G., & Assaker, G. (2016). Outcome quality in participant sport and recreation service quality models: Empirical results from public aquatic centres in Australia. Sport Management Review, 19 (5), 520-535.
Huang, Y., & Hsu, J. H. (2017). The applications of social media in sports marketing. Physical Education Journal, 50 (S), 1-18.
Huizinga, J. (1970). Homo ludens: A study of the play element in culture. New York, NY: J. & J.
Hunt, H. K. (1977). Consumer Satisfaction/Dissatisfaction: Overview and Research Directionsin Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. Cambridge, MA: Marketing Science Institute.
Hur, Y., Ko, Y. J., & Valacich, J. (2011). A structural model of the relationships between sport website quality, e-satisfaction, and e-loyalty. Journal of sport management, 25 (5), 458-473.
Hyun, M., & Jordan, J. S. (2019). Athletic goal achievement: A critical antecedent of event satisfaction, re-participation intention, and future exercise intention in participant sport events. Sport Management Review, 1-15.
Jones, G. R., George, J. M., & Hill, C. W. L. (2000). Contemporary Management. New York, NY: Irwin and McGraw Hills.
Kaplan, A. M., & Haenlein, M. (2009). Consumer use and business potential of virtual worlds: The case of “second life”. The International Journal on Media Management, 11 (3-4), 93-101.
Kaplan, A. M., & Haenlein., M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59-68.
Kim, K. A., Byon, K. K., Baek, W., & Williams, A., S. (2018). Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors. International Journal of Hospitality Management, 1-8.
Ko, Y. J., Kim, Y. K., Kim, M. K., & Lee, J. H. (2010). The role of involvement and identification on quality perception and satisfaction. Asia Pacific Journal of Marketing & Logistics, 22 (1), 25-39.
Ko, Y. J., & Pastore, D. L. (2005). A Hierarchial Model of Service Quality for the Recreational Sport Industry. Sport Marketing Quarterly, 14 (2), 84-97.
Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control. Upper Saddle River, NJ: PrenticeHall: Englewood Cliffs.
Kotler, P. (2003). Marketing for Hospitality and Tourism. Noida, India: Pearson Education India.
Kozinets, R. V. (1999). E-tribalized marketing? The strategic implications of virtual communities of consumption. European Management Journal, 17 (3), 252-264.
Kouthouris, C., & Alexandris, K. (2005). Can service quality predict customer satisfaction and behavioral intentions in the sport tourism industry? An application of the SERVQUAL model in an outdoors setting. Journal of Sport & Tourism, 10 (2), 101-111.
Lee, Y., Kim, M., & Koo, J. (2016). The impact of social interaction and team member exchange on sport event volunteer management. Sport Management Review, 19 (5), 550-562.
Leonardi, P. M., Huysman, M., & Steinfield, C. (2013). Enterprise social media: Definition, history, and prospects for the study of social technologies in organizations. Journal of Computer-Mediated Communication, 19 (1), 1-19.
Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & management, 38 (1), 23-33.
Manovich, L. (2001). The language of new media. MA, USA: MIT press.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77, 39-56.
Mathwick, C., Malhotra, N. K., & Rigdon, E. (2002). The effect of dynamic retail experiences on experiential perceptions of value: an Internet and catalog comparison. Journal of retailing, 78 (1), 51-60.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer research, 20 (3), 451-466.
Mencarelli, R., & Riviere, A. (2015). Perceived value in B2B and B2C: A comparative approach and cross-fertilization. Marketing Theory, 15 (2), 201-220.
Moreno, F. C., Prado-Gascó, V., Hervás, J. C., Núñez-Pomar, J., & Sanz, V. A. (2015). Spectator emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business Research, 68 (7), 1445-1449.
Mullin, B. J., Hardy, S., & Sutton, W. (2007). Sport Marketing. Champaign, IL: Human Kinetics.
Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction, and future intentions of customers at an Australian sports and leisure centre. Sport Management Review, 5 (1), 25-43.
Nelson, T. D., & Steele, R. G. (2006). Beyond efficacy and effectiveness: A multifaceted approach to treatment evaluation. Professional Psychology: Research and Practice, 37, 389-397.
Norris, R. T. (1941). The Theory of Consumer’s Demand. New Haven, CT: Yale University Press.
Oh, H. J., Ozkaya, E., & Larose, R. (2014). How does online social networking enhance life satisfaction? The relationships among online supportive interaction, affect, perceived social support, sense of community, and life satisfaction. Computers in Human Behavior, 30, 69-78.
Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63, 33-44.
Paquette, H. (2013). Social media as a marketing tool: a literature review. Major Papers by Master of Science Students, 2, 1-26.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49 (4), 41-50.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67 (4), 420.
Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage. Brighton, MA: Harvard Business Press.
Prebensen, N. K., Woo, E., Chen, J. S., & Uysal, M. (2012). Experience quality in the different phases of a tourist vacation: A case of northern Norway. Tourism Analysis, 17 (5), 617-627.
Rust, R. T., & Oliver, R. L. (1993). Service quality: New directions in theory and practice. Thousand Oaks, CA: Sage Publications.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15 (1-3), 53-67.
Sheth, J. N., Newman, B. I., & Gross, B. L., (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22, 159-170.
Shonk, D. J., & Chelladurai, P. (2008). Service quality, satisfaction, and intent to return in event sport tourism. Journal of sport management, 22 (5), 587-602.
Shostack, G. L. (1977). Breaking free from product marketing. Journal of Marketing, 41, 73-80.
Si, G., Duan, Y. Li, H. Y., Zhang, C. Q., & Su, N. (2015). The influence of the Chinese sport system and Chinese cultural characteristics on Olympic sport psychology services. Psychology of Sport and Exercise, 17, 56-67.
Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media. London, England: Kogan Page Ltd.
Stavros, C., Meng, M. D., Westberg, K., & Farrelly, F. (2014). Understanding fan motivation for interacting on social media. Sport management review, 17 (4), 455-469.
Surprenant, C. F., & Solomon, M. R. (1987). Predictability and personalization in the service encounter. Journal of Marketing, 51 (2), 86-96.
Swan, J. E., & Combs, L. J. (1976). Product Per- formance and Consumer Satisfaction: A New Concept. Journal of Marketing, 40, 25-33.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of retailing, 75 (1), 77-105.
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of retailing, 76 (3), 309-322.
Tang, T., & Cooper, R. (2018). The most social games: Predictors of social media uses during the 2016 Rio Olympics. Communication & Sport, 6 (3), 308-330.
Theodorakis, N. D., Alexandris, K., Tsigilis, N., & Karvounis, S. (2012). Sport Management Review, 16, 86-96.
Theodorakis, N. D., Kaplanidou, K., & Karabaxoglou, I. (2015). Effect of event service quality and satisfaction on happiness among runners of a recurring sport event. Leisure Sciences, 37 (1), 87-107.
Thompson, A. J., Martin, A. J., Gee, S., & Geurin, A. N. (2017). Fans’ perceptions of professional tennis events’ social media presence: Interaction, insight, and brand anthropomorphism. Communication & Sport, 5 (5), 579-603.
Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of marketing research, 25 (2), 204-212.
Wan, X., Wang, T., Zhang, W., & Cao, J. (2017). Perceived value of online customization experience in China: Concept, measurement, and consequences. The Journal of High Technology Management Research, 28 (1), 17-28.
Wang, C. Y., & Lin, C. H. (2010). A study of the effect of TV Drama on Relationships among Tourists’ Experiential Marketing, Experiential Value and Satisfaction. International Journal of organizational innovation, 2 (3), 107-123.
Weedon, G., Wilson, B., Yoon, L., & Lawson, S. (2018). Where’s all the ‘good’sports journalism? Sports media research, the sociology of sport, and the question of quality sports reporting. International Review for the Sociology of Sport, 53 (6), 639-667.
Witkemper, C., Blaszka, M., & Chung, J. (2016). Establishing a typology of social media uses in the sport industry: A multidimensional scaling study. Communication & Sport, 4 (2), 166-186.
Yeh, C. C., Hua, K. T., & Huang, C. H. (2016). Service quality improving effects and recreational benefits for sports tourism–A case study. Tourism Economics, 22 (6), 1332-1337.
Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4 (1), 68-123.
Yoshida, M. (2017). Consumer experience quality: A review and extension of the sport management literature. Sport Management Review, 20 (5), 427-442.
Yoshida, M., & James, J. (2010). Customer satisfaction with game and service experience: Antecedents and consequences. Journal of Sport Management, 24, 338-361.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52 (3), 2-22.
Zeithaml, V. A., & Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus Across the Firm. New York, NY: McGraw-Hill.