Is it worth the price? The role of perceived financial risk,identification, and perceived value in purchasing pay-per-view broadcasts of combat sports |
| |
| Institution: | 1. Departmentof Sport and Entertainment Management, University of South Carolina;2. Department of Human Movement Sciences, Old Dominion University;3. Center of Economic Excellence in Tourism and Economic Development, School of Hotel, Restaurant and Tourism Management, University of South Carolina;1. Policy in Sports & Physical Activity Research Group, Department of Kinesiology, University of Leuven, Belgium;2. School of Sport Studies, Fontys University of Applied Sciences, The Netherlands;1. Syracuse University, Department of Sport Management, David B. Falk College of Sport and Human Dynamics, 315 MacNaughton Hall, Syracuse, NY 13244, United States;2. Department of Physical Education, Seoul National University, Room 309, 71-dong, Gwanak-ro 1, Seoul 151-748, Republic of Korea;3. University of Florida, 200 Florida Gym, Stadium Road, P.O. Box 118200, Gainsville, FL 32611-8200, United States;1. St. Ambrose University, Department of Kinesiology, Davenport, IA 52803, United States;2. University of Arkansas, Department of Health, Human Performance and Recreation, Fayetteville, AR 72701, United States;3. Brock University, Faculty of Applied Health Sciences, St. Catharines, ON L2S 3A1, Canada;4. University of Arkansas, Department of Rehabilitation, Human Resources and Communication Disorders Fayetteville, AR 72701, United States |
| |
| Abstract: | Perceived risk, identification, and perceived value play a critical role in consumer behavior. Although previous researchers have examined identification and perceived value, examination of mediated sport consumption is lacking. Additionally, risk has received limited attention within this context. The purpose of the current study was to examine the relationships between identification, perceived value, and purchase intentions, and to assess the moderating role of perceived financial risk within the context of combat sports pay-per-view purchases. Combat sport consumers (N = 364) participated in an online survey. Findings showed that identification had a positive association with perceived value and purchase intentions. Perceived value was directly associated with purchase intentions and partially mediated the relationship between identification and purchase intentions. However, perceived financial risk did not moderate the value-intentions relationship. These findings contribute to the sport consumer behavior by (a) extending the understanding of identification, value, and purchase intentions in a mediated consumption environment, and (b) advancing knowledge on the role of financial risk in this setting. As advances in technology continue, it is important to understand the role of attitudes and behavior, and the potential impact of perceived risk on purchases of mediated sport programming. |
| |
| Keywords: | Perceived financial risk Identification Perceived value Mediated consumption Combat sports |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
