مدل شناختی-عاطفی رضایت مصرف کننده . یک مطالعه اکتشافی در چارچوب یک رویداد ورزشی

The aim of this research is to better understand the consumer satisfaction process within the framework of a sporting event. The literature reveals two different ways of introducing affect into the cognitive satisfaction model: as a mediator or as an independent factor. Empirical analysis of these rival models supports the second conceptualization. The study of the relationships among the constructs of the final hypothesized model shows that the key affective factor that determines satisfaction is “arousal”, as opposed to “pleasure”, which has a non-significant effect. The cognitive element is also important for determining satisfaction and future behavior intentions, and all of the antecedents are independent in the satisfaction process.