本研究以Stimulus-Organism-Response理論為基礎，探討109學年度大專籃球運動聯賽 (University Basketball Association，UBA) 及高中籃球聯賽 (High School Basketball League，HBL) 的運動賽會核心服務品質與周邊服務品質對觀眾情緒感受及行為意圖之影響。採問卷調查法，經7位專家效度檢驗及174份預試後，以立意抽樣發放線上問卷，自2021年2月8日至3月31日，共計發放961份問卷，有效問卷661份，以結構方程模型進行統計分析。研究結果指出情緒感受在核心服務品質的選手表現及周邊服務品質的動線易達性、電子設備、服務人員與行為意圖間具有中介效果，然而在核心服務品質的球隊特色及周邊服務品質的場館美學、場館整潔度、座位舒適度、播報員風格、活動娛樂性與行為意圖間則無中介效果，且中介效果在UBA及HBL兩個賽會中並無顯著差異。本研究證實情緒感受是運動賽會服務品質及行為意圖間重要的中介因子，並依據研究結果提出理論意涵及管理意涵供運動賽會管理者及研究者參考。

The purpose of this study is to investigate the impacts of core service quality and peripheral service quality on University Basketball Association (UBA) and High School Basketball League (HBL) spectators’ emotions and behavioral intentions. Using purpose sampling, data were collected from an online survey, which was based on expert validity through 7 experts and 174 pre-test questionnaires. In total, 961 questionnaires were returned from February 8 to March 31, 2021, of which 661 were found to be useful. Using structural equation modeling, the results showed that emotion significantly mediated the relationship between player performance of core service quality, layout accessibility, electronics devices, employees of peripheral service quality and behavioral intention, while insignificantly mediated the relationship between team characteristics of core service quality , venue aesthetics, venue cleanliness, seat comfort, stadium announcer, entertainment of peripheral service quality and behavioral intention. There was no statistically significant difference between UBA and HBL. The findings suggest that emotion play an important role as a mediator in the relationship between service quality and behavioral intention. The theoretical and practical implications of the findings for sports marketing managers and academic researchers are discussed.

中華民國大專院校體育總會 (2021)。取自http://www.ctusf.org.tw
呂惠富 (2011)。如何擄獲球迷的心？體驗行銷在臺灣觀賞性運動的應用。戶外遊憩研究，24(4)，29-52。
李永祥、陳忠誠、余宗龍 (2013)。超級籃球聯賽現場觀眾再進場意願影響因素之研究。臺中科大體育學刊，(9)，99-110。
展逸國際企業股份有限公司 (2021)。取自http://www.flightmarketing.com.tw/
教育部體育署 (2018年11月12日)。107學年度UBA大專籃球聯賽服務再升級 邀您「HAPPY」共享。取自https://www.sa.gov.tw/News/NewsDetail?Type=3&page=7&id=1944&n=92
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。
痞客邦 (2015年4月27日)。人不運動不健康！體育圈現在最瘋哪項運動？。取自 https://www.gvm.com.tw/article/28576
黃巧雯 (2020年11月29日)。UBA首階段預賽 7天吸3.5萬人進場力挺創新高。中央社。取自https://www.cna.com.tw/news/aspt/202011290199.aspx
黃義翔 (2014)。HBL男子甲級高中先發選手壓力來源與因應策略的質性研究。體育學報，47(3)，407-423。
臺北小巨蛋 (2021a)。臺北市政府公益檔期成果報告書─109學年度高中籃球甲級聯賽總決賽。臺北市：臺北小巨蛋。取自https://www-ws.gov.taipei/001/Upload/617/relfile/23886/105401/55f82fc7-4ea7-4b83-8b7c-e2856fc14831.pdf
臺北小巨蛋 (2021b)。臺北市政府公益檔期成果報告書─中華民國大專院校109學年度籃球運動聯賽公開男女生一級決賽。臺北市：臺北小巨蛋。取自https://www-ws.gov.taipei/001/Upload/617/relfile/23886/105401/c8ac941d-7293-4aa0-a3e2-705b07909d21.pdf
蘋果新聞網 (2021)。2天4萬人群聚小巨蛋　高中體總：最高防疫辦理。取自 https://tw.appledaily.com/sports/20210310/SVPGELFBEBGJDL2LD2AMFO7ZJE/
Abu Elsamen, A., Akroush, M., Al-Sayed, A., & Hasan, H. (2012). An empirical model of customer service quality and customer loyalty in an international electronics company. International Journal of Electronic Business, 10, 39-63.
Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27-58.
Ali, J., Perumal, S., & Shaari, H. (2020). Application of The Stimulus-Organism-Response Model in the Airline Industry: Examining Mediating Role of Airline Image in Repurchase Intention. International Journal of Supply Chain Management, 9(2), 981-989.
Andreoli, C. V., Chiaramonti, B. C., Buriel, E., Pochini, A. C., Ejnisman, B., & Cohen, M. (2018). Epidemiology of sports injuries in basketball: integrative systematic review. BMJ Open Sport & Exercise Medicine, 4(1), e000468.
Awang, Z., Afthanorhan, A., Mohamad, M., & Asri, I. (2016). An evaluation of measurement model for medical tourism research: The confirmatory factor analysis approach. International Journal of Tourism Policy, 6, 29-45.
Bagozzi, R. P. (1986). Principles of Marketing Management. Chicago, IL: Science Research Associates.
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
Baker, J., Berry, L. L., & Parasuraman, A. (1988). The marketing impact of branch facility design. Journal of Retail Banking, 10(2), 33-42.
Bell, A., Ward, P., Tamal, M. E. H., & Killilea, M. (2019). Assessing recall bias and measurement error in high-frequency social data collection for human-environment research. Population and Environment, 40(3), 325-345.
Beran, T. N., & Violato, C. (2010). Structural equation modeling in medical research: a primer. BMC Research Notes, 3(1), 267.
Biscaia, R., Correia, A., Rosado, A., Maroco, J., & Ross, S. (2012). The effects of emotions on football spectators' satisfaction and behavioural intentions. European Sport Management Quarterly, 12(3), 227-242.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57-71.
Byon, K. K., Zhang, J. J., & Baker, T. A. (2013). Impact of core and peripheral service quality on consumption behavior of professional team sport spectators as mediated by perceived value. European Sport Management Quarterly, 13(2), 232-263.
Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. . New York, NY: Routledge.
Chang, C.-H., Shu, S., & King, B. (2014). Novelty in Theme Park Physical Surroundings: An Application of the Stimulus–Organism–Response Paradigm. Asia Pacific Journal of Tourism Research, 19(6), 680-699.
Chang, K. C. (2016). Effect of servicescape on customer behavioral intentions: Moderating roles of service climate and employee engagement. International Journal of Hospitality Management, 53, 116-128.
Chen, C. Y., Lin, Y. H., & Chiu, H. T. (2013). Development and psychometric evaluation of sport stadium atmosphere scale in spectator sport events. European Sport Management Quarterly, 13(2), 200-215.
Chiu, W., Won, D., & Leng Ho, K. (2019). The relationship between sport involvement, perceived event prestige, and the intention to attend annual spectator events: Moderating effects of gender and past experience. Asia Pacific Journal of Marketing and Logistics, 31(5), 1405-1421.
Daunt, K. L., & Harris, L. C. (2012). Exploring the forms of dysfunctional customer behaviour: A study of differences in servicescape and customer disaffection with service. Journal of Marketing Management, 28(1-2), 129-153.
Donovan, R., & Rossiter, J. R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Du, C. (2020). Influence of Basketball Competition on Psychological Quality and Positive Emotions of College Students. Revista Argentina De Clinica Psicologica, 29(1), 263-267.
Duan, Y., Liu, B., & He, Y. (2020). Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon. International Journal of Sports Marketing and Sponsorship, 21(3), 409-425.
Etikan, I. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Fan, Y., Chen, J., Shirkey, G., John, R., Wu, S. R., Park, H., & Shao, C. (2016). Applications of structural equation modeling (SEM) in ecological studies: an updated review. Ecological Processes, 5(1), 19.
Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169-180.
Fehske, K., Ulku, T. K., & Kocaoglu, B. (2020). Basketball. In W. Krutsch, H. O. Mayr, V. Musahl, F. Della Villa, P. M. Tscholl, & H. Jones (Eds.), Injury and Health Risk Management in Sports: A Guide to Decision Making (pp. 445-449). Springer, Berlin, Heidelberg.
Fernandes, T., & Neves, S. (2014). The role of servicescape as a driver of customer value in experience-centric service organizations: the Dragon Football Stadium case. Journal of Strategic Marketing, 22(6), 548-560.
Fiore, A., Yah, X., & Yoh, E. (2000). Effects of a product display and environmental fragrancing on approach responses and pleasurable experience. Psychology & Marketing, 17, 27-54.
Foroughi, B., Mohammad Shah, K. A., Ramayah, T., & Iranmanesh, M. (2019). The effects of peripheral service quality on spectators’ emotions and behavioural intentions. International Journal of Sports Marketing and Sponsorship, 20(3), 495-515.
Foroughi, B., Nikbin, D., Hyun, S. S., & Iranmanesh, M. (2016). Impact of core product quality on sport fans’ emotions and behavioral intentions. International Journal of Sports Marketing and Sponsorship, 17(2), 110-129.
Foroughi, B., Shah, K. M., 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.
Gantz, W., Wang, Z., Paul, B., & Potter, R. F. (2006). Sports Versus All Comers: Comparing TV Sports Fans With Fans of Other Programming Genres. Journal of Broadcasting & Electronic Media, 50(1), 95-118.
Ghobadian, A., Speller, S., & Jones, M. (1994). Service Quality. International Journal of Quality & Reliability Management, 11(9), 43-66.
Gieure, C., Benavides-Espinosa, M. d. M., & Roig-Dobón, S. (2020). The entrepreneurial process: The link between intentions and behavior. Journal of Business Research, 112, 541-548.
Goi, M. T., Kalidas, V., & Yunus, N. (2018). Mediating roles of emotion and experience in the stimulus-organism-response framework in higher education institutions. Journal of Marketing for Higher Education, 28(1), 90-112.
Goi, M. T., Kalidas, V., & Zeeshan, M. (2014). Comparison of Stimulus-Organism-Response Framework between International and Local Retailer. Procedia - Social and Behavioral Sciences, 130, 461-468.
Grönroos, C. (1990). Service management and marketing. Lexington, MA: Lexington books.
Hair, J., Gabriel, M., & Patel, V. (2014). AMOS Covariance-Based Structural Equation Modeling (CB-SEM): Guidelines on its Application as a Marketing Research Tool. Revista Brasileira de Marketing, 13, 44-55.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th Ed.). United Kingdom: Cengage Learning EMEA.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616-632.
Harris, L. C., & Ezeh, C. (2008). Servicescape and loyalty intentions: an empirical investigation. European Journal of Marketing, 42(3), 390-422.
Harrolle, M., Trail, G., Rodriguez, A., & Jordan, J. (2010). Conative Loyalty of Latino and Non-Latino Professional Baseball Fans. Journal of Sport Management, 24(4), 456-471.
Hill, B., & Christine Green, B. (2000). Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts. Sport Management Review, 3(2), 145-162.
Hirt, E. R., & Clarkson, J. J. (2011). The psychology of fandom: Understanding the etiology, motives, and implications of fanship. In L. R. Kahle & A. G. Close (Eds.), Consumer behavior knowledge for effective sports and event marketing. (pp. 59-85). New York, NY: Routledge.
Hong, S., Malik, M. L., & Lee, M.-K. (2003). Testing Configural, Metric, Scalar, and Latent Mean Invariance Across Genders in Sociotropy and Autonomy Using a Non-Western Sample. Educational and Psychological Measurement, 63(4), 636-654.
Hwang, J., & Lee, K.-W. (2018). The antecedents and consequences of golf tournament spectators’ memorable brand experiences. Journal of Destination Marketing & Management, 9, 1-11.
Hyrkäs, K., Appelqvist-Schmidlechner, K., & Oksa, L. (2003). Validating an instrument for clinical supervision using an expert panel. International Journal of Nursing Studies, 40(6), 619-625.
Hyun, S. S., & Kim, I. (2014). Identifying Optimal Rapport-Building Behaviors In Inducing Patrons’ Emotional Attachment In Luxury Restaurants. Journal of Hospitality & Tourism Research, 38(2), 162-198.
Izogo, E. E., Reza, A., Ogba, I.-E., & Oraedu, C. (2017). Determinants of relationship quality and customer loyalty in retail banking. African Journal of Economic and Management Studies, 8(2), 186-204.
Jang, S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460.
Jang, W., Byon, K. K., & Yim, B. H. (2019). Sportscape, emotion, and behavioral intention: a case of the big four US-based major sport leagues. European Sport Management Quarterly, 20(3), 321-343.
Jang, W. W., Kim, K. A., & Byon, K. K. (2020). Social Atmospherics, Affective Response, and Behavioral Intention Associated With Esports Events. Frontiers in Psychology, 11, 1671.
Jani, D., & Han, H. (2015). Influence of environmental stimuli on hotel customer emotional loyalty response: Testing the moderating effect of the big five personality factors. International Journal of Hospitality Management, 44, 48-57.
Jensen, R. W., Limbu, Y., & Choi, J. J. (2016). How Does the Stadium Atmosphere at a College Football Game Affect Behavioral Intentions Across Gender Lines? The Mediating Role of Spectator Satisfaction. International Journal of Management Marketing Research, 9(2), 41-58.
Kattara, H. S., Weheba, D., & El-Said, O. A. (2008). The Impact of Employee Behaviour on Customers' Service Quality Perceptions and Overall Satisfaction. Tourism and Hospitality Research, 8(4), 309-323.
Kim, J. W., Magnusen, M., & Lee, H.-W. (2017). Existence of Mixed Emotions During Consumption of a Sporting Event: A Real-Time Measure Approach. Journal of Sport Management, 31(4), 360-373.
Kim, K., Byon, K. K., Baek, W., & Williams, A. S. (2019). Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors. International Journal of Hospitality Management, 82, 318-325.
Kim, K. H. (2005). The Relation Among Fit Indexes, Power, and Sample Size in Structural Equation Modeling. Structural Equation Modeling: A Multidisciplinary Journal, 12(3), 368-390.
Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144-156.
Kim, Y., Rogol, E., & Lee, J. S. (2019). Impact of Core and Peripheral Service Satisfaction on Team Identification and Revisit Intention: A Comparison of Minor and Major League Ice Hockey. Journal of Global Sport Management, 1-23.
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling (4th ed.). New York, NY: Guilford Press.
Koay, K. Y., Khoo, K. L., & Soh, P. C.-H. (2019). The Impact of Servicescape and Employee Service Quality in the KTV Industry. Asian Journal of Business Research, 9(3), 51-74.
Kurtich, J., & Eakin, G. (1993). Interior architecture. New York, NY: Van Nostrand Reinhold.
Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172-198.
Ladhari, R., Souiden, N., & Dufour, B. (2017). The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Consumer Services, 34, 10-18.
Lam, L. W., Chan, K. W., Fong, D., & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management, 30(3), 558-567.
Lee, S. Y., & Kim, J. H. (2014). Effects of Servicescape on Perceived Service Quality, Satisfaction and Behavioral Outcomes in Public Service Facilities. Journal of Asian Architecture and Building Engineering, 13(1), 125-131.
Lewis, R. C., & Booms, B. H. (1983). The marketing aspects of service quality. In Emerging Perspectives on Services Marketing (pp. 99-107). Chicago, IL: American Marketing.
Lin, W. R., Chen, H. M., & Wang, Y. C. (2019). Work-Family Conflict and Psychological Well-Being of Tour Leaders: The Moderating Effect of Leisure Coping Styles. Leisure Sciences, 1-22.
Little, T. D. (1997). Mean and Covariance Structures (MACS) Analyses of Cross-Cultural Data: Practical and Theoretical Issues. Multivariate Behavioral Research, 32(1), 53-76.
Lynn, M. R. (1986). Determination and quantification of content validity. Nursing Research, 35(6), 382-385.
Ma, S. C., & Kaplanidou, K. (2019). Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations. International Journal of Sports Marketing and Sponsorship, 21(1), 46-69.
Madarame, H. (2017). Game-Related Statistics Which Discriminate Between Winning and Losing Teams in Asian and European Men’s Basketball Championships. Asian Journal of Sports Medicine, 8(2), 1-6.
Madrigal, R. (1995). Cognitive and Affective Determinants of Fan Satisfaction with Sporting Event Attendance. Journal of Leisure Research, 27(3), 205-227.
Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D., & Bjelic, M. (2014). The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing Intelligence & Planning, 32(3), 311-327.
Masteralexis, L. P., Barr, C. A., & Hums, M. (2018). Principles and Practice of Sport Management (6th ed.). Sudbury, MA: Jones & Bartlett Learning.
Mattila, A. S., & Enz, C. A. (2002). The Role of Emotions in Service Encounters. Journal of Service Research, 4(4), 268-277.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Mokhtaran, M., Fakharyan, M., Jalilvand, M. R., & Mohebi, M. (2015). The Effect of Service Climate on Perceived Service Value and Behavioral Intentions: The Mediating Role of Service Quality. Asia Pacific Journal of Tourism Research, 20(4), 472-486.
Moon, H., Yoon, H. J., & Han, H. (2016). Role of Airport Physical Environments in the Satisfaction Generation Process: Mediating the Impact of Traveller Emotion. Asia Pacific Journal of Tourism Research, 21(2), 193-211.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. New York, NY: McGraw-Hill.
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.
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50-59.
Reimers, V., Chao, C.-W., & Speechley, K. (2018). Identifying attendance motives for an international league fixture. Asia Pacific Journal of Marketing and Logistics, 30(1), 121-138.
Robinson, L. S., & Callan, R. J. (2005). UK Conference Delegates' Cognizance of the Importance of Venue Selection Attributes. Journal of Convention & Event Tourism, 7(1), 77-95.
Ryu, K., & Jang, S. (2008). RETRACTED ARTICLE: Influence of restaurants' physical environments on emotion and behavioral intention. The Service Industries Journal, 28(8), 1151-1165.
Ryu, K., & Jang, S. S. (2007). The Effect of Environmental Perceptions on Behavioral Intentions Through Emotions: The Case of Upscale Restaurants. Journal of Hospitality & Tourism Research, 31(1), 56-72.
Schäfer, M. S., & Roose, J. (2010). Emotions in sports stadia. In S. Frank & S. Steets (Eds.), Stadium Worlds: Football, space the built environment (pp. 229-244). London: Routledge.
Schumaher, M., Milani, D., & Alexandre, N. (2018). Psychometric properties evaluation of the Psychological Empowerment Instrument in a Brazilian context. Journal of Nursing Management, 27(2), 404-413.
Seth, N., Deshmukh, S. G., & Vrat, P. (2005). Service quality models: a review. International Journal of Quality & Reliability Management, 22(9), 913-949.
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.
Sit, J., Merrilees, B., & Birch, D. (2003). Entertainment‐seeking shopping centre patrons: the missing segments. International Journal of Retail & Distribution Management, 31(2), 80-94.
Spangenberg, E. R., Grohmann, B., & Sprott, D. E. (2005). It's beginning to smell (and sound) a lot like Christmas: the interactive effects of ambient scent and music in a retail setting. Journal of Business Research, 58(11), 1583-1589.
Spears, N., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
SportsShow. (2020). Top 10 Most Popular Sports in The World [Updated 2020]. Retrieved from https://sportsshow.net/top-10-most-popular-sports-in-the-world/
Svilar, L., Castellano, J., & Jukic, I. (2019). Comparison of 5vs5 Training Games and Match-Play Using Microsensor Technology in Elite Basketball. The Journal of Strength & Conditioning Research, 33(7), 1897-1903.
Taherdoost, H. (2016). Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research. International Journal of Academic Research in Management, 5, 28-36.
Tai, S. H. C., & Fung, A. M. C. (2011). Application of an environmental psychology model to in-store buying behaviour. The International Review of Retail, Distribution and Consumer Research, 7(4), 311-337.
Tantanatewin, W., & Inkarojrit, V. (2018). The influence of emotional response to interior color on restaurant entry decision. International Journal of Hospitality Management, 69, 124-131.
Teng, C. C., & Chang, J. H. (2013). Mechanism of customer value in restaurant consumption: Employee hospitality and entertainment cues as boundary conditions. International Journal of Hospitality Management, 32, 169-178.
Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1), 8-17.
Tsaur, S. H., Luoh, H. F., & Syue, S. S. (2015). Positive emotions and behavioral intentions of customers in full-service restaurants: Does aesthetic labor matter? International Journal of Hospitality Management, 51, 115-126.
Tsuji, Y., Bennett, G., & Zhang, J. J. (2007). Consumer satisfaction with an action sports event. Sport Marketing Quarterly, 16(4), 199-208.
Uhrich, S., & Benkenstein, M. (2010). Sport Stadium Atmosphere: Formative and Reflective Indicators for Operationalizing the Construct. Journal of Sport Management, 24(2), 211-237.
Uhrich, S., & Benkenstein, M. (2012). Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events. The Service Industries Journal, 32(11), 1741-1757.
Vakeel, K. A., Sivakumar, K., Jayasimha, K. R., & Dey, S. (2018). Service failures after online flash sales: role of deal proneness, attribution, and emotion. Journal of Service Management, 29(2), 253-276.
Van Leeuwen, L., Quick, S., & Daniel, K. (2002). The Sport Spectator Satisfaction Model: A Conceptual Framework for Understanding the Satisfaction of Spectators. Sport Management Review, 5(2), 99-128.
Vieira, V. A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420-1426.
Vilnai-Yavetz, I., & Gilboa, S. (2010). The Effect of Servicescape Cleanliness on Customer Reactions. Services Marketing Quarterly, 31(2), 213-234.
Wakefield, K., & Blodgett, J. (1996). The effect of servicescapes on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10, 45-61.
Wakefield, K. L., Blodgett, J. G., & Sloan, H. J. (1996). Measurement and Management of the Sportscape. Journal of Sport Management, 10(1), 15-31.
Walsh, G., Shiu, E., Hassan, L. M., Michaelidou, N., & Beatty, S. E. (2011). Emotions, store-environmental cues, store-choice criteria, and marketing outcomes. Journal of Business Research, 64(7), 737-744.
Xiong, B., Skitmore, M., & Xia, B. (2015). A critical review of structural equation modeling applications in construction research. Automation in Construction, 49, 59-70.
Xu, Z., Zhang, H., Zhang, C., Xu, M., & Dong, N. (2019). Exploring the Role of Emotion in the Relationship Between Museum Image and Tourists’ Behavioral Intention: The Case of Three Museums in Xi’an. Sustainability, 11(3), 559.
Yang, J., Gu, Y., & Cen, J. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: A test of the moderating effect of festivalscape. Journal of Convention & Event Tourism, 12(1), 25-44.
Yeoh, S. C., & Goh, Y. N. (2017). Participants’ behavioral intention to re-attend outdoor sport events (Penang, Malaysia). Journal of Tourism, Hospitality & Culinary Arts, 9(3), 14-27.
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. D. (2010). Customer Satisfaction With Game and Service Experiences: Antecedents and Consequences. Journal of Sport Management, 24(3), 338-361.
Yoshida, M., & James, J. D. (2011). Service quality at sporting events: Is aesthetic quality a missing dimension? Sport Management Review, 14(1), 13-24.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52(2), 35-48.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Zhang, J. J., Smith, D. W., Pease, D. G., & Lam, E. T. (1998). Dimensions of spectator satisfaction toward support programs of professional hockey games. International Sports Journal, 2(2), 1-17.
Zheng, M. C. (2014). How Airport Users luggage affects their Perception of Seat Design at Airports. Journal of Asian Architecture and Building Engineering, 13(1), 141-148.