IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i18p7776-d416505.html
   My bibliography  Save this article

Development of Sustainable Marathon Running: The Consumer Socialization Perspective

Author

Listed:
  • Chia-Huei Hsiao

    (Department of Leisure and Sport Management, National Taipei University 151, University Rd., San Shia District, New Taipei City 23741, Taiwan)

  • Fong-Jia Wang

    (Department of Physical Education, National Taiwan Normal University, 162, Section 1, Heping E. Rd., Taipei City 106, Taiwan)

  • Yu-Cheng Lu

    (Office of Physical Education, National Formosa University, 64, Wunhua Rd, Huwei Township, Yunlin County 632, Taiwan)

Abstract

The authors attempt to explain why the generally accepted models built on consumer socialization theory do not sufficiently capture supporting consumer socialization behavior. According to marketing literature, social interaction may influence consumer behavior. The purpose of this study is to understand the behavior of consumers engaged in marathon running. The authors use three types of consumer socialization constructed factors (intergenerational influences, peer influences, and traditional media) and examine their effects on event conformity. A total of 299 marathon runners who were runners in one or more marathon running responded to the survey. The findings highlight social interaction as an influence on the consumer behavior of those engaged in marathon running. Meanwhile, our support conformity moderated the relationship between the intergenerationally influenced and marathon running behavior in marathon events. The authors emphasize the importance of reflecting on different relationships (consumer-related skills, knowledge, and attitudes) in understanding supporting consumer socialization behavior.

Suggested Citation

  • Chia-Huei Hsiao & Fong-Jia Wang & Yu-Cheng Lu, 2020. "Development of Sustainable Marathon Running: The Consumer Socialization Perspective," Sustainability, MDPI, vol. 12(18), pages 1-11, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7776-:d:416505
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/18/7776/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/18/7776/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    2. Joseph E. Mahan III & Won Jae Seo & Jeremy S. Jordan & Daniel Funk, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 182-192, April.
    3. Sushil Bikhchandani & David Hirshleifer & Ivo Welch, 1998. "Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades," Journal of Economic Perspectives, American Economic Association, vol. 12(3), pages 151-170, Summer.
    4. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sandra Ferreira & Paula Batista & Juan Antonio Sánchez-Sáez & Javier Sánchez-Sánchez & Maria José Carvalho, 2023. "Road Racing Event Management Satisfaction: A Scoping Review of the Literature in Different Populations," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    2. Jia Yang & Fang-Yuan Ju & Zu-Guo Tian, 2022. "Sports and Social Interaction: Sports Experiences and Attitudes of the Urban Running Community," IJERPH, MDPI, vol. 19(21), pages 1-14, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. So Young Bae & Po-Ju Chang & Choong-Ki Lee, 2020. "Structural Relationships among Online Community Use, Parental Stress, Social Support, and Quality of Life between Korean and Taiwanese Employed Mothers," Sustainability, MDPI, vol. 12(24), pages 1-17, December.
    2. Tu, Rungting & Hsieh, Peishan & Feng, Wenting, 2019. "Walking for fun or for “likes”? The impacts of different gamification orientations of fitness apps on consumers’ physical activities," Sport Management Review, Elsevier, vol. 22(5), pages 682-693.
    3. Ma, Liang & Zhang, Xin & Ding, Xiaoyan & Wang, Gaoshan, 2018. "Bike sharing and users’ subjective well-being: An empirical study in China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 118(C), pages 14-24.
    4. Shiau, Wen-Lung & Dwivedi, Yogesh K. & Lai, He-Hong, 2018. "Examining the core knowledge on facebook," International Journal of Information Management, Elsevier, vol. 43(C), pages 52-63.
    5. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    6. Doyeon Won & Hyung-hoon Kim & Jung-sup Bae, 2023. "Understanding Social Exercise: Desire and Intention to Participate in Running Crews," IJERPH, MDPI, vol. 20(3), pages 1-13, January.
    7. Hussain, Hadia & Murtaza, Murtaza & Ajmal, Areeb & Ahmed, Afreen & Khan, Muhammad Ovais Khalid, 2020. "A study on the effects of social media advertisement on consumer’s attitude and customer response," MPRA Paper 104675, University Library of Munich, Germany.
    8. Fishman, Arthur & Fishman, Ram & Gneezy, Uri, 2019. "A tale of two food stands: Observational learning in the field," Journal of Economic Behavior & Organization, Elsevier, vol. 159(C), pages 101-108.
    9. Amrei Lahno & Marta Serra-Garcia, 2015. "Peer effects in risk taking: Envy or conformity?," Journal of Risk and Uncertainty, Springer, vol. 50(1), pages 73-95, February.
    10. Alexander L. Brown & Zhikang Eric Chua & Colin F. Camerer, 2009. "Learning and Visceral Temptation in Dynamic Saving Experiments," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 124(1), pages 197-231.
    11. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    12. Coleman, S., 2010. "Russian Election Reform and the Effect of Social Conformity on Voting and the Party System: 2007 and 2008," Journal of the New Economic Association, New Economic Association, issue 5, pages 73-90.
    13. Wang, Peiwen & Chen, Minghua & Wu, Ji & Yan, Yuanyun, 2023. "Do peer effects matter in bank risk? Some cross-country evidence," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 88(C).
    14. Jiali Liu & Xinran Xie & Yu Duan & Liang Tang, 2023. "Peer effects and the mechanisms in corporate capital structure: evidence from Chinese listed firms," Oeconomia Copernicana, Institute of Economic Research, vol. 14(1), pages 295-326, March.
    15. Dominic D.R. Burns & Ana B. Sendova-Franks & Nigel R. Franks, 2016. "The effect of social information on the collective choices of ant colonies," Behavioral Ecology, International Society for Behavioral Ecology, vol. 27(4), pages 1033-1040.
    16. Davide Crapis & Bar Ifrach & Costis Maglaras & Marco Scarsini, 2017. "Monopoly Pricing in the Presence of Social Learning," Management Science, INFORMS, vol. 63(11), pages 3586-3608, November.
    17. Jørgen Vitting Andersen & Ioannis Vrontos & Petros Dellaportas & Serge Galam, 2014. "Communication impacting financial markets," Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) halshs-00982959, HAL.
    18. Langley, David J. & Hoeve, Maarten C. & Ortt, J. Roland & Pals, Nico & van der Vecht, Bob, 2014. "Patterns of Herding and their Occurrence in an Online Setting," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 16-25.
    19. repec:cup:judgdm:v:16:y:2021:i:6:p:1413-1438 is not listed on IDEAS
    20. William Arrata & Alejandro Bernales & Virginie Coudert, 2013. "The Effects of Derivatives on Underlying Financial Markets: Equity Options, Commodity Derivatives and Credit Default Swaps," SUERF 50th Anniversary Volume Chapters, in: Morten Balling & Ernest Gnan (ed.), 50 Years of Money and Finance: Lessons and Challenges, chapter 13, pages 445-473, SUERF - The European Money and Finance Forum.
    21. Feri, Francesco & Meléndez-Jiménez, Miguel A. & Ponti, Giovanni & Vega-Redondo, Fernando, 2011. "Error cascades in observational learning: An experiment on the Chinos game," Games and Economic Behavior, Elsevier, vol. 73(1), pages 136-146, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7776-:d:416505. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.