Abstract
The purpose of this study was to examine the relationships of re-participation intention,
word-of-mouth, and affect among cycle sport event participants based on the affect valuation theory.
An online survey was conducted for the participants in a cycle sport event, and 110 participants
completed the survey. Results of multiple regression analyses indicated that ideal high-arousal
positive affect positively related to re-participation intention, whereas actual high-arousal positive
affect at the finish line positively related to re-participation intention and word-of-mouth. These
results align with the affect valuation theory, suggesting that sport participation behaviors in the
future can be predicated, to some degree, by knowing participants＇ ideal affect. The results also
clarified that, unlike ideal, actual high-arousal positive affect at the finish line leads to not only reparticipation
intention, but also word-of-mouth. This research indicates a great potential in the affect
valuation theory to advance the field of lifelong sports.
