Influence of Multiple Interactions in Value Cocreation on Sports Spectators’ Perceived Value of Sports Events

Abstract

This study analyzed the effects of multiple interactions in value cocreation activities involving sports spectators. Interaction activities for value cocreation at sports events comprise spectator‐athlete and spectator‐staff interactions. A survey of spectators at the 2017 Wuhan Open revealed that spectator‐athlete and spectator‐staff interactions increased spectator perceived value, which in turn increased spectator satisfaction and loyalty. Spectator‐staff interactions had a greater effect on spectator sports event value than did spectator‐athlete interactions. Therefore, organizers of sports events should effectively manage multiple value cocreation interactions to improve spectator satisfaction and loyalty. The present study’s consideration of the effect of multiple interactions in value cocreation extends value cocreation theory.