Abstract: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… Show more
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