Understanding motives for attending charity sport events in Thailand

Purpose This study aims to examine the effects of motives for attending charity sport events on perceptions of self-congruity and charity sport event identification. It also examined the mediating role of self-congruity on the relationships between motives for attending charity sport events and charity sport event identification. Design/methodology/approach Data were collected through an online self-administered survey of 330 participants who had attended charity sport events in Thailand. A series of multiple regressions and the PROCESS macro method were used for analysing direct and indirect effects. Findings The results clearly indicated that physical and charitable motives had a significant impact on event identification. While physical, social and charitable motives had an impact on self-congruity, self-congruity had a greater impact on event identification. The role of self-congruity, meanwhile, mediated the relationship between physical, social, enjoyment and charitable motives and the event identification. Research limitations/implications The results of this study contribute to the extension of the body of knowledge, especially in regard to special events and charitable foundations where the proposed relationships have yet to be studied. Originality/value Using the social identity theory as a theoretical background, the study adds to the comprehensive understanding of social and psychological motives to build an identity and enhance a strong sense of identification and belonging to a charity sport event.