| Summary: | Hosting international sporting events brings various benefits to the host city, including direct and indirect economic benefits. However, few studies have explored the association between psychic income and marketing variables and life satisfaction. This study examined whether the perceived psychic income of the 2017 Taipei Universiade predicted intention to attend games, intention to purchase licensed merchandise, and life satisfaction. Convenience sampling was used to recruit 1,102 Taipei residents aged above 20 years in the city. The research sample was randomly split into an analysis sample and a validation sample to test the research hypotheses and ensure generalizability. Confirmatory factor analysis and hierarchical linear regression were performed for data analysis. The research findings indicated that perceived psychic income positively predicted intention to purchase licensed products, intention to attend the sport events, and life satisfaction. The results of this study have both academic and practical implications.
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