An Empirical Study on Satisfaction and Willingness to Pay for Participant Sports Activities in China

Purpose - This study investigates the relationship between value cocreation, satisfaction, and willingness to pay for participant sports. Design/Methodology/Approach - To test the proposed hypothesis, we collected data by adopting a consumer survey. Then, we use SPSS and AMOS to estimate the coefficient. Findings - Empirical estimation results show that participants’ value cocreation has a positive effect on their satisfaction for participants sports actives in China. Moreover, Participants’ value cocreation positively affects their willingness to pay for participants sports actives in China. Research Implications - The main findings would guide sports managers to increase participants’ satisfaction and willingness to pay via value cocreation.