The Impact of Cheerleading Event Credibility on the Sports Consumer Market in South Korea

This study investigates the impact of perceived cheerleading event credibility on sports consumption in South Korea by employing literature review, questionnaire surveys, and statistical analysis. Based on the theoretical framework of event credibility and sports consumption behavior, a structured questionnaire was developed to assess spectators’ perceptions and consumption intentions. The collected data were analyzed using structural equation modeling (SEM) to examine the relationships between perceived event credibility and various forms of sports consumption. The results indicate that high-credibility cheerleading events significantly enhance audience trust, increase viewing intentions, and promote behavioral outcomes such as ticket purchases, merchandise acquisition, and paid online viewership. Furthermore, event image was identified as a significant mediating factor in the relationship between event credibility and sports consumption, highlighting the role of emotional and perceptual evaluations in consumer decision-making. Based on the specific characteristics of the South Korean sports market, this study proposes strategic directions to improve event branding, enhance service quality, and deepen community engagement, with the goal of stimulating the sports consumer market and advancing the sustainable development of cheerleading events.