Analysis of Relationship among the Quality of Human and Material Service and Consumer Trust in order to Increase Persistent Usage of University Fitness Center

Seok, Boogil; Cho, Junghwan; Ko, Kyong-Jin

doi:10.23949/kjpe.2017.09.56.5.36

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KAHPERD

2017

DOI: 10.23949/kjpe.2017.09.56.5.36

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Analysis of Relationship among the Quality of Human and Material Service and Consumer Trust in order to Increase Persistent Usage of University Fitness Center

Boogil Seok¹,

Junghwan Cho²,

Kyong-Jin Ko³

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2021

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The Effect of Cognitive and Affective trust on Sport Fan Behavior after Team’s Loss: A case of the US men’s national soccer team viewership

Jang¹,

Chang²,

Kim³

2021

Korean J Sport Sci

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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.

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The Effect of Cognitive and Affective trust on Sport Fan Behavior after Team’s Loss: A case of the US men’s national soccer team viewership

Jang¹,

Chang²,

Kim³

2021

Korean J Sport Sci

View full text Add to dashboard Cite

show abstract

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Analysis of Relationship among the Quality of Human and Material Service and Consumer Trust in order to Increase Persistent Usage of University Fitness Center

Cited by 1 publication

References 16 publications

The Effect of Cognitive and Affective trust on Sport Fan Behavior after Team’s Loss: A case of the US men’s national soccer team viewership

The Effect of Cognitive and Affective trust on Sport Fan Behavior after Team’s Loss: A case of the US men’s national soccer team viewership

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