Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior

Although scholars have had a long-standing interest in product innovation based on technological development, limited attention has been devoted to the study of the innovation of sport event experiences. Two quantitative studies, from the consumer's perspective, were completed to validate the proposed conceptualization of sport event innovativeness composed of six dimensions (player performance, respectful access, self-service technology, aesthetic environment, fan community, and loyalty program), and to examine the hypothesized relationships impacting consumer behavior. Including the dimensions of player performance, fan community, and loyalty program, extends previous research that has focused primarily on technology and process-based innovations. The results indicate the effects of the six dimensions on overall innovativeness are contingent on a consumer's age. The ideas merit further research with respect to formulating an explanation of what factors contribute most to connecting consumers to sport organizations through innovative sport event experiences.

► We developed a conceptual model of sport event innovativeness.
► Data were collected in a spectator sport context.
► The results provide evidence for the proposed multi-dimensional conceptualization.
► The findings also suggest sport event innovativeness influences consumer outcomes.