A Study on Cognitive - Affective Model of Sport Consumer Satisfaction in the Event of Taipei 101 Run - Up Race

46 Abstract This present study was designed to investigate the cognitive-affective model of sport consumer satisfaction using a periodically occurring sporting event in Taiwan. Literature suggested that affective responses can be either mediators or independent variables in the cognitive satisfaction model. In the current study, 366 usable questionnaires were collected with convenience sampling in the yearly held run-up race organized by the Marathon Organization in the City of Taipei, Taiwan in November 2007. Results revealed that the model with cognitive (disconfirmation) and affective elements (pleasure and arousal) as independent variables along with a direct relationship between disconfirmation and loyalty possessed the best model fit among the three proposed competitive models. Furthermore, disconfirmation and arousal played an important role in determining satisfaction while pleasure did not. Finally, managerial implications were provided based on this current study.