19 スポーツ観戦における感動 【原著論文】 スポーツ観戦における感動： 顧客感動・満足モデルおよび調整変数の検討 押見大地 １）　　 原田宗彦 １） Delight in Watching Sports: A Replication and an Examination of Moderator Effects in the Customer delight and Satisfaction Model １）早稲田大学スポーツ科学学術院 連絡先： 押見大地 早稲田大学スポーツ科学学術院 〒 202-0021 東京都西東京市東伏見 2-7-5 早稲田大学体育教室棟 303 号室 Address Correspondence to: Daichi Oshimi, Faculty of Sport Sciences, Waseda University R2-7-5-303, Higashi-Fushimi, Nishitokyo-City, Tokyo, 202-0021, Japan E-mail: oshimidaichi@aoni.waseda.jp Abstract This study examined the psychological mechanism of delight by using the Customer Delight and Satisfaction Model (Oliver et al., 1997). Further, it explored the effect of delight and satisfaction on the repurchase behavior and positive word-of-mouth intentions of spectators at sporting events. The following results were obtained: (1) The effect of delight and satisfaction was dependent on the result of the game. (2) Positive/surprise emotions and disconfirmation were important antecedent factors for arousing delight. (3) Analyzing the transaction-specific and cumulative measures, sports teams must establish mutually complementary relationships between arousing delight, especially in the short term, and continuing cumulative satisfaction in the long term. (4) Increasing the spectators’ involvement in and knowledge of their favorite sports team could stimulate the effect of delight on attendance and word-of-mouth intentions. The theoretical and practical implications of these findings are discussed. Key words: customer delight, customer satisfaction, moderator effects, sporting events キーワード：顧客感動、顧客満足、調整変数、スポーツイベント