Political Identity, Risk Perception, and Sport Participation: Conditional Process Analysis of Golfers’ Revisit Intent During the COVID Pandemic

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2023-06-01 DOI:10.32731/smq.322.062023.05

Sungho Cho, D. Kwak, J. L. Lee, J. Won

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引用次数: 0

Abstract

The COVID-19 pandemic has been highly politicized in the US. Th is study explored the effect of individuals’ political orientation on the relationship between their risk assessments of COVID-19 and intentions to revisit the golf course. A first-stage moderated mediation model consisting of general risk awareness of COVID-19, perceived risk of playing golf, and revisit intention was introduced to specify when and how political orientation influences an individual’s decision to play golf again. Recreational golfers (N = 199) from a survey panel took part in the study, and results showed that risk awareness of COVID-19 increases the perceived risk of playing golf while suppressing one’s intention to revisit the golf course during the pandemic. However, political orientation moderated the suppressant effect of risk awareness on revisit intent in that only Democrats showed negative effect on revisit intent while Republicans did not show any significant relationship. Findings are discussed in the context of a dual process model of political identity, and the implications for practice as well as future research are presented.

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政治认同、风险感知和体育参与:COVID大流行期间高尔夫球手重访意图的条件过程分析

新冠肺炎疫情在美国被高度政治化。本研究探讨了个人的政治取向对其COVID-19风险评估与重返高尔夫球场意愿之间的关系的影响。引入了由COVID-19的一般风险意识、打高尔夫的感知风险和重访意图组成的第一阶段有调节的中介模型，以明确政治取向何时以及如何影响个人再次打高尔夫球的决定。来自调查小组的休闲高尔夫球手(N = 199)参加了这项研究，结果显示，对COVID-19的风险意识增加了打高尔夫球的感知风险，同时抑制了人们在大流行期间再次光顾高尔夫球场的意愿。然而，政治倾向会调节风险意识对重访意图的抑制作用，只有民主党人对重访意图有负向影响，而共和党人对重访意图没有显著的影响。研究结果在政治认同的双重过程模型的背景下进行了讨论，并提出了对实践和未来研究的影响。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.