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Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports

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  • Stephen L. Shapiro
  • Lamar Reams
  • Kevin Kam Fung So

Abstract

•An attitude-intentions model was proposed for mediated combat sport consumers.•Significant relationships were found between attitudes and purchase intentions.•Perceived financial risk did not moderate these relationships.•The role identification, value, and risk play in purchase intentions should be considered in mediated sport consumption.Perceived risk, identification, and perceived value play a critical role in consumer behavior. Although previous researchers have examined identification and perceived value, examination of mediated sport consumption is lacking. Additionally, risk has received limited attention within this context. The purpose of the current study was to examine the relationships between identification, perceived value, and purchase intentions, and to assess the moderating role of perceived financial risk within the context of combat sports pay-per-view purchases. Combat sport consumers (N = 364) participated in an online survey. Findings showed that identification had a positive association with perceived value and purchase intentions. Perceived value was directly associated with purchase intentions and partially mediated the relationship between identification and purchase intentions. However, perceived financial risk did not moderate the value-intentions relationship. These findings contribute to the sport consumer behavior by (a) extending the understanding of identification, value, and purchase intentions in a mediated consumption environment, and (b) advancing knowledge on the role of financial risk in this setting. As advances in technology continue, it is important to understand the role of attitudes and behavior, and the potential impact of perceived risk on purchases of mediated sport programming.

Suggested Citation

  • Stephen L. Shapiro & Lamar Reams & Kevin Kam Fung So, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Taylor & Francis Journals, vol. 22(2), pages 235-246, April.
  • Handle: RePEc:taf:rsmrxx:v:22:y:2019:i:2:p:235-246
    DOI: 10.1016/j.smr.2018.03.002
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    Cited by:

    1. Pappas, Nikolaos, 2023. "Came and gone? A longitudinal study of the effects of COVID-19 on tourism purchasing intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Yunduk Jeong & Suk-Kyu Kim & Jae-Gu Yu, 2021. "Examining the Process Behind the Decision of Sports Fans to Attend Sports Matches at Stadiums Amid the SARS-CoV-2 Pandemic: The Case of South Korea," Sustainability, MDPI, vol. 13(6), pages 1-14, March.
    3. Ozgur Yayla & Arif Aytekin & Fatih Uslu & Gozde Seval Ergun & Huseyin Keles & Yigit Guven, 2023. "How Does the Experience Quality of Recreational Activities Organized within the Scope of Public Health Affect Perceived Value, Satisfaction and Behavioral Intentions of Individuals?," IJERPH, MDPI, vol. 20(6), pages 1-16, March.
    4. Daniel Martínez-Cevallos & Alejandra Proaño-Grijalva & Mario Alguacil & Daniel Duclos-Bastías & David Parra-Camacho, 2020. "Segmentation of Participants in a Sports Event Using Cluster Analysis," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    5. Eunyoung Choi & Kun Chang Lee, 2019. "Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    6. Jung-Sup Bae & Weisheng Chiu & Sang-Back Nam, 2021. "Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League," Sustainability, MDPI, vol. 13(6), pages 1-13, March.
    7. Paloma Escamilla-Fajardo & Mario Alguacil & Ana M. Gómez-Tafalla, 2021. "Effects of Entrepreneurial Orientation and Passion for Work on Performance Variables in Sports Clubs," Sustainability, MDPI, vol. 13(5), pages 1-15, March.

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