Philanthropic CSR Participation Intention among Sport Spectators and Fans within the Psychological Continuum Model

IF 2.2 3区 社会学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Young Suk Oh, Skye G. Arthur-Banning, Weisheng Chiu
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Abstract

AbstractThe present study utilized a scenario-based cross-sectional survey to assess whether the participation intention toward a sport team’s philanthropic corporate social responsibility (P-CSR) initiative varies among sport spectators and fans based on their strength of psychological connection to the team. Among the four groups (i.e. awareness, attraction, attachment, and allegiance) introduced by the psychological continuum model (PCM), the study found a statistical difference in P-CSR participation intention across most groups within the high P-CSR condition. In the low P-CSR condition, the attachment and the allegiance groups were the only categories with no difference in P-CSR participation intention. The study provides theoretical contributions to the PCM literature, as it is the first to use a self-classification method to segment fans into their respective PCM stages. The study also has meaningful implications for sport practitioners who thrive on interacting with their consumers by developing a community through P-CSR initiatives.Keywords: Consumer behavioral intentioncorporate social responsibility (CSR)philanthropic initiativepsychological continuum model (PCM)sport consumer segmentation Disclosure statementNo potential conflict of interest was reported by the author(s).
心理连续体模型下体育观众和球迷的慈善企业社会责任参与意愿
摘要本研究采用基于场景的横断面调查方法,评估体育观众和球迷对体育团队慈善企业社会责任(P-CSR)倡议的参与意愿是否因其与球队的心理联系强度而有所不同。在心理连续体模型(PCM)引入的意识、吸引、依恋和忠诚四组中,研究发现在高P-CSR条件下,大多数组的P-CSR参与意愿存在统计学差异。在低P-CSR条件下,只有依恋组和忠诚组在P-CSR参与意向上没有差异。该研究为PCM文献提供了理论贡献,因为它首次使用自分类方法将风扇划分为各自的PCM阶段。这项研究也对体育从业者有意义,他们通过P-CSR倡议发展社区,与消费者互动。关键词:消费者行为意向企业社会责任(CSR)慈善倡议心理连续体模型(PCM)体育消费者细分披露声明作者未报告潜在利益冲突
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来源期刊
Leisure Sciences
Leisure Sciences Multiple-
CiteScore
5.80
自引率
7.50%
发文量
55
期刊介绍: Leisure Sciences presents scientific inquiries into the study of leisure, recreation, parks, travel, and tourism from a social science perspective. Articles cover the social and psychological aspects of leisure, planning for leisure environments, leisure gerontology, travel and tourism behavior, leisure economics, and urban leisure delivery systems. Also published are methodological notes and philosophical and policy treatises, calendars of research meetings and conferences, announcements, and book reviews.
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