Impact of Perceived Functional Value, Consumption Emotions on Word-of-Mouth intention in Sport Event Spectators: A Mehrabian-Russell model Approach

This study investigates how spectators’evaluations of sport events translate into Word-of-Mouth (WOM) intentions through emotional responses. An extended Mehrabian-Russell (MR) model was utilized, considering both positive and negative consumption emotions. Surveys from 149 spectators of the 2024 BNK WTTC were analyzed using CFA, correlation analysis, frequency analysis and path analysis. The findings are as follows: First, perceived functional value does not directly affect WOM. Second, consumption emotions fully mediate the influence of perceived functional value on WOM. Third, the influence of perceived functional value is enhanced by positive emotions and reduces the effect of negative emotions. These results suggest that promoting positive emotions and suppressing negative emotions in marketing strategies can effectively enhance WOM intention for sport events.