Purpose

The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction.

Design/methodology/approach

A structured questionnaire was used, based on previously validated scales. The survey was administered using the LimeSurvey platform. The sample consisted of a total of 588 participants of the Medellín virtual marathon.

Findings

The results of the study reveal significant findings regarding the relationships between the variables of corporate image, credibility, trust, and satisfaction in virtual sporting events. In particular, it is highlighted that trust emerges as the most influential factor in participants' satisfaction, which offers an insightful understanding of the importance of this variable in the user experience in virtual sporting events.

Research limitations/implications

This study emphasizes the importance of brand analysis in the sports environment, stressing that the actions undertaken by managers should highlight both the corporate image and the connections with users, given their fundamental role in customer satisfaction. Likewise, the study of these variables within the sports context provides new knowledge and fills existing gaps within the academy. Limitations include the sample and the lack of consideration of all brand variables.

Practical implications

The need to cultivate a strong and well-managed image to build trust with participants is emphasized for organizers of virtual sporting events. It is crucial to work on establishing long-term credibility, especially in the relatively new context of virtual racing. Maintaining, and building the virtual career offering is essential to strengthening relationships, demonstrating a robust corporate image. In addition, since trust and credibility have a significant impact on participant satisfaction in this type of event, managers must communicate the assurance that virtual careers offer an experience free of uncertainty and risk, which is particularly attractive to a new customer base interested in this format.

Originality/value

This article presents an original contribution by investigating the relationships between corporate image, credibility, trust, and satisfaction in the context of virtual sporting events. It employs a structural equation model to assess the significance and predictive capacity of these variables. Notably, the study identifies trust as the most influential factor in predicting participant satisfaction. These findings offer valuable insights into the relative importance of brand variables in shaping user satisfaction within the virtual sporting event domain. By shedding light on these dynamics, the research aids event managers in making informed resource allocation decisions, contributing to a nuanced understanding of brand impact in this context.

中文翻译：

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品牌认知及其与虚拟体育赛事满意度的关系

 目的

本研究的目的是使用结构方程模型来研究虚拟体育赛事背景下企业形象、可信度、信任和满意度变量之间的相互作用。目的是确定这些变量之间是否存在显着关系，以及其中哪一个对参与者满意度的预测影响最大。

设计/方法论/途径

使用基于先前验证的量表的结构化调查问卷。该调查是通过 LimeSurvey 平台进行的。该样本共有 588 名麦德林虚拟马拉松参与者。

 发现

研究结果揭示了虚拟体育赛事中企业形象、可信度、信任和满意度变量之间关系的重要发现。特别值得一提的是，信任是影响参与者满意度的最有影响力的因素，这让人们深刻地理解了这一变量在虚拟体育赛事中用户体验中的重要性。

研究局限性/影响

本研究强调了品牌分析在体育环境中的重要性，强调管理者采取的行动应突出企业形象和与用户的联系，因为它们在客户满意度方面发挥着重要作用。同样，在体育背景下对这些变量的研究提供了新知识并填补了学院内现有的空白。局限性包括样本和缺乏对所有品牌变量的考虑。

 实际意义

虚拟体育赛事的组织者强调需要培养强大且管理良好的形象，以与参与者建立信任。努力建立长期信誉至关重要，尤其是在虚拟赛车相对较新的背景下。维护和建立虚拟职业机会对于加强关系、展示强大的企业形象至关重要。此外，由于信任和可信度对此类活动的参与者满意度有重大影响，因此管理人员必须保证虚拟职业提供无不确定性和风险的体验，这对对此格式感兴趣的新客户群特别有吸引力。

 原创性/价值

本文通过研究虚拟体育赛事背景下的企业形象、可信度、信任和满意度之间的关系，提出了原创性贡献。它采用结构方程模型来评估这些变量的重要性和预测能力。值得注意的是，该研究将信任确定为预测参与者满意度最有影响力的因素。这些发现为了解品牌变量在虚拟体育赛事领域塑造用户满意度方面的相对重要性提供了宝贵的见解。通过揭示这些动态，该研究可以帮助活动管理者做出明智的资源分配决策，有助于对这种背景下的品牌影响有细致入微的了解。