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

Stephen L. Shapiro, Lamar Reams and Kevin Kam Fung So

Sport Management Review, 2019, vol. 22, issue 2, 235-246

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.

Date: 2019
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DOI: 10.1016/j.smr.2018.03.002

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