Living on the edge: Psychological drivers of athletes’ intention to re-patronage extreme sporting events

Francesco Raggiotto and Daniele Scarpi

Sport Management Review, 2020, vol. 23, issue 2, 229-241

Abstract: •Self-enhancement stems from risk-taking and leads to re-patronage intention.•Perceived control moderates the relationship between risk-taking and self-enhancement.•Event image moderates the relationship between self-enhancement and re-patronage.•Self-enhancement leads to re-patronage, especially with positive event image.Extreme sports are a multi-billion-dollar marketing phenomenon. The authors explore in the context of extreme sports the relationship between risk-taking attitude, perceived control, self-enhancement, event image, and re-patronage intention, through the lens of edgework theory and cognitive adaptation. The authors advance a theoretical model of multiple moderated mediation that provides insights for understanding what drives consumer-athletes’ intention to be loyal to extreme sporting events. The authors test the model with the PROCESS macro in SPSS on 500 active participants in such events and find that risk-taking leads to feelings of self-enhancement, especially when consumers feel in control of the risks they face. Self-enhancement in turn leads to re-patronage intention, especially when consumers have a positive image of the event.

Date: 2020
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DOI: 10.1016/j.smr.2018.12.005

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