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Exploring the dynamics of consumer participation at events
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DOI：10.1080/15022250.2026.2670262.png)
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Abstract
En 中文
The study examines how three basic psychological needs of autonomy, competence, and relatedness affect consumer participation (CP) in events and how CP influences revisiting and recommending intentions. Further, it explores the moderating role of attendance frequency in the CP-behavioral intentions relationships. A quantitative design was employed, using a survey, and data were collected from 383 attendees at two Pride events in Spain and Norway. The findings reveal that (a) perceived autonomy has a context-specific effect on CP, (b) perceived relatedness consistently enhances CP across both events, (c) perceived competence does not significantly influence CP, (d) CP positively predicts revisiting and recommending intentions, and (e) frequent past attendance in the long-term negatively moderates the effects of CP on both revisiting and recommending intentions. This study advances understanding of how passive attendance can be transformed into participatory behavior and highlights practical ways for organizers to enhance consumers’ behavioral intentions.
Keywords:
Autonomy
competence
relatedness
attendance frequency
Pride events
Journal
IF:
3.6
Papers:
553
Citations:
1.5K