Purpose The purpose of this study was to examine the role of trust on sport fan behavior following the favored team’s loss.Methods Online survey modes were employed to collect the data. A total of 300 individuals participated in the study, of which 288 were valid and therefore analyzed. To test the hypotheses, structural equation modeling was conducted using Mplus 8.Results The findings are as follows. First, cognitive trust had a significant effect(+) on future viewing intention. Second, affective trust had a significant effect(+) on future viewing intention. Third, cognitive trust had a significant effect(-) on switching behavior. Fourth, affective trust had no significant effect on switching behavior. Fifth, team identification moderated the relationship between affective trust and switching behavior.Conclusions The results of this study suggest that sport fans’ trust affects fan behavior following a team’s loss. Therefore, professional sport teams should seek to establish strong affective trust and cognitive trust.
PURPOSE This research explores the underlying mechanism that determines how people perceive their goal progress and its relation with their motivation and self-efficacy. METHODS Three hundred and sixty Koreans who participated in an online survey were given salient individual exercise goals (11 workouts), and they reported their self-efficacy, goal progress perception, and motivation. We conducted dummy variable multiple regression analysis (2 [absolute progress-low (27%) vs. high (73%)] X 2 [categorization vs. no-categorization]) and multiple moderated mediation analysis based on Process Model 7 and 21 (Hayes, 2017). RESULTS The findings showed significant interaction between categorization and absolute progress on progress perception. In low progress condition, the categorization group perceived more progress than no categorization group and contrary effect in high progress condition. For motivation, in low progress condition, categorization group was more motivated than no categorization group, and inverse effect in high progress condition. Moreover, there was no direct effect, but only low self-efficacy group played the moderating role between perceived progress and motivation in conditional indirect effect. Lastly, the result indicated significant multiple moderated mediation effect. CONCLUSIONS This research theoretically contributes to the domains of categorization and motivation. Sport marketers can utilize categorization as a strategy by breaking down yearly memberships into monthly categories based on consumers perceptions. Future research can include subsequent motivation after a superordinate goal is completed.
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