Abstract
Objective: The purpose fo study was influence of emotion on game satisfaction and revisit intention in winning and losing situations among football fans.
Methodology: This research is a descriptive-correlational one in terms of purpose and method. The study population consisted of Persepolis and Esteghlal Tehran football teams in the 99-98 season. The sample size was estimated based on SPSS Sample Power software for each team equal to 277 people (554 people). Sampling method was available after leaving the stadium (Tehran Azadi Stadium). Structural equation modeling and Kai-square test were used to test the model.
Results: Based on the Kai-Square test results, it was found that the structural relationships of win-lose situations differ in the relationship between emotions on game satisfaction and intention to return. On this basis, it can be said that win and lose situations modulate the effect of emotions on game satisfaction and return intention. Based on the results of the structural model, it was found that the effect of negative emotions on game satisfaction in the losing position was greater than the win position, and the effect of positive emotions on game satisfaction in the losing position was less than the win position, the effect of satisfaction The game of behavioral intentions in the losing position was less than the win situation.
Conclusion: Therefore, sports clubs need to enhance the emotional and emotional state of sports fans during the game by using increased subsidiary services to better promote sporting events.
)