不值得看？为澳大利亚女子足球联赛检查性别偏见、对能力的看法和消费者行为。

IF 1.6 4区心理学 Q1 PSYCHOLOGY, MULTIDISCIPLINARY

Australian Journal of Psychology Pub Date : 2025-08-13 eCollection Date: 2025-01-01 DOI:10.1080/00049530.2025.2543796

Mackenzie R Glazbrook, Sarven S McLinton, Stephanie N Webb, Mikaela S Owen

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引用次数: 0

摘要

目的：尽管女性在职业体育运动中的出现越来越多，但性别偏见继续影响着消费者的观念和参与度。本研究探讨了性别态度如何影响对运动员素质的评估，进而影响消费者对AFLW的意向。方法：一个社区样本（N = 862）完成了一项在线调查，评估性别态度、对体育和男子气概的看法，以及对足球运动员素质的看法。结果：多组路径分析揭示了消费者对女足和男足的认知差异。对性别和男子气概的传统态度与对女子足球运动员能力的负面看法显著相关，这也与观看和参加AFLW比赛的欲望降低有关。结论：这些结果突出了性别偏见在塑造公众参与女子运动方面的作用。解决这些偏见，特别是在媒体表现和营销方面的偏见，可能是增加消费者对女足的投资和促进体育运动中更大的性别平等的关键。

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Not worth watching? Examining gender bias, perceptions of ability, and consumer behaviour for the Women's Australian Football League.

Objective: Despite the increasing presence of women in professional sport, gender biases continue to shape consumer perceptions and engagement. This study examines how gendered attitudes influence evaluations of athlete quality and, in turn, consumer intentions towards the AFLW.

Method: A community sample (N = 862) completed an online survey assessing gender attitudes, and beliefs about sport and masculinity, and perceptions of athlete quality in football.

Results: Multigroup path analysis revealed differences in consumer perceptions of women's and men's football. Traditional attitudes towards gender and masculinity were significantly related to negative perceptions of women footballers' abilities, which were also associated with reduced desire to watch and attend AFLW matches.

Conclusions: These results highlight the role of gender biases in shaping public engagement with women's sport. Addressing these biases, particularly in media representation and marketing, may be key to increasing consumer investment in women's football and promoting greater gender equity in sport.

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来源期刊

Australian Journal of Psychology PSYCHOLOGY, MULTIDISCIPLINARY-

CiteScore

5.50

自引率

0.00%

发文量

期刊介绍： Australian Journal of Psychology is the premier scientific journal of the Australian Psychological Society. It covers the entire spectrum of psychological research and receives articles on all topics within the broad scope of the discipline. The journal publishes high quality peer-reviewed articles with reviewers and associate editors providing detailed assistance to authors to reach publication. The journal publishes reports of experimental and survey studies, including reports of qualitative investigations, on pure and applied topics in the field of psychology. Articles on clinical psychology or on the professional concerns of applied psychology should be submitted to our sister journals, Australian Psychologist or Clinical Psychologist. The journal publishes occasional reviews of specific topics, theoretical pieces and commentaries on methodological issues. There are also solicited book reviews and comments Annual special issues devoted to a single topic, and guest edited by a specialist editor, are published. The journal regards itself as international in vision and will accept submissions from psychologists in all countries.