Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan

As the change of economical environment, customers consume sometimes merely for fun, joy and pleasure instead of problems solving or specific product function. For consumers, sports performance means more than competition, but the entertainment, excitement and wonderful memories. For most sport leagues, attracting customers to watch the live games can contribute a lot to revenues. The spectators of sport games are motivated by entertainment, thus sport leagues can focus on the experiential elements to maintain satisfied and loyal customers to increase revenues. In consequence, the purpose of this study is to explore the influence of experiential elements, such as surprise, participation and immersion on experiential satisfaction and loyalty intentions, and propose a model to depict the structural relationship among the experiential processes. This study collected 452 samples on basketball games, and the model reached an adequate fit. Managerial implications and future research directions are also provided.