Living on the edge: Psychological drivers of athletes’ intention to re-patronage extreme sporting events
| Autor: | Daniele Scarpi, Francesco Raggiotto |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Organizational Behavior and Human Resource Management
Strategy and Management media_common.quotation_subject Strategy and Management1409 Tourism Context (language use) Management Science and Operations Research Self-enhancement Moderated mediation Event image Edgework Risk-taking attitude Self-enhancement Perceived control Event image 0502 economics and business Business and International Management Consumer behaviour media_common Marketing biology Event (computing) Athletes 05 social sciences Leisure and Hospitality Management Perceived control biology.organism_classification Edgework Sport psychology Risk-taking attitude 1409 Strategy and Management1409 Tourism Leisure and Hospitality Management Feeling Tourism Leisure and Hospitality Management 050211 marketing Psychology Social psychology 050212 sport leisure & tourism |
| Popis: | Extreme sports are a multi-billion-dollar marketing phenomenon. The authors explore in the context of extreme sports the relationship between risk-taking attitude, perceived control, self-enhancement, event image, and re-patronage intention, through the lens of edgework theory and cognitive adaptation. The authors advance a theoretical model of multiple moderated mediation that provides insights for understanding what drives consumer-athletes’ intention to be loyal to extreme sporting events. The authors test the model with the PROCESS macro in SPSS on 500 active participants in such events and find that risk-taking leads to feelings of self-enhancement, especially when consumers feel in control of the risks they face. Self-enhancement in turn leads to re-patronage intention, especially when consumers have a positive image of the event. |
| Databáze: | OpenAIRE |
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