CRITICAL FACTORS OF ONLINE INTERNATIONAL RUNNING EVENT INFLUENCING PARTICIPANTS BEHAVIORS

Abstract

Online running event becomes the new trend emerging around the world after the COVID-19 pandemic. This virtual sport event has changed behaviors of both participants and organizers. Instead of providing the physical running event, the running organizers utilize digital technologies to conduct online running events. In this case, application and website are used as medium platforms for managing the running event, such as registration and record the results. Participants can join the online running event anywhere. They only need a smart watch or mobile phone to record real-time results on the application or website. Since this is the new trend, it is worth for studying which factors affecting runners’ behavioral changes. This study, therefore, aims to explore critical factors of online international running event that can influence participants behaviors based on the concept of service quality.

Mixed methods research is used to obtain data from both organizers and participants. For qualitative research method, two key informants are selected using purposive sampling methods. The semi-structure interview questions are used to identify factors associated with organizing online running event. Content analysis was employed for qualitative data. For quantitative method, 400 samples are selected using multi-stage random sampling method. The questionnaire is designed using five-point Likert scale to assess the effect of the online international running event factors on satisfaction and loyalty. A structure equation model was used after the questionnaire was distributed.

The qualitative result reveal that to organize online international running event, four critical factors including customer service, website design, service outcome, and success of the event need to be considered. These critical factors are, later, used to create conceptual framework and set the hypotheses of this study. After the hypotheses are tested in the quantitative research method, the results indicate that customer service, website design, and service outcome influence participants satisfaction only when it mediates by personality traits. In other words, different types of personality traits satisfy customer service, website design, and service outcome differently. This satisfaction, in turn, directly affects the level of loyalty. Therefore, running event organizers need to pay attention on the critical factors as well as personality traits of participants when conducting an online international running event.

This research contributes to many aspects. This new measurement model can help marketer to identify new sport consumer behaviors, create loyalty campaign and achieve high service quality. Regarding the psychological context, personality traits are confirmed, in a context of online running event, as a significant effect on satisfaction. Running event organizers can apply the results to match participants’ expectation and create successful events. As a result, participants will receive a high service quality from event organizers.

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