TY - JOUR
T1 - Philanthropic CSR Participation Intention among Sport Spectators and Fans within the Psychological Continuum Model
AU - Oh, Young Suk
AU - Arthur-Banning, Skye G.
AU - Chiu, Weisheng
N1 - Publisher Copyright:
© 2023 Taylor & Francis Group, LLC.
PY - 2023
Y1 - 2023
N2 - The present study utilized a scenario-based cross-sectional survey to assess whether the participation intention toward a sport team’s philanthropic corporate social responsibility (P-CSR) initiative varies among sport spectators and fans based on their strength of psychological connection to the team. Among the four groups (i.e. awareness, attraction, attachment, and allegiance) introduced by the psychological continuum model (PCM), the study found a statistical difference in P-CSR participation intention across most groups within the high P-CSR condition. In the low P-CSR condition, the attachment and the allegiance groups were the only categories with no difference in P-CSR participation intention. The study provides theoretical contributions to the PCM literature, as it is the first to use a self-classification method to segment fans into their respective PCM stages. The study also has meaningful implications for sport practitioners who thrive on interacting with their consumers by developing a community through P-CSR initiatives.
AB - The present study utilized a scenario-based cross-sectional survey to assess whether the participation intention toward a sport team’s philanthropic corporate social responsibility (P-CSR) initiative varies among sport spectators and fans based on their strength of psychological connection to the team. Among the four groups (i.e. awareness, attraction, attachment, and allegiance) introduced by the psychological continuum model (PCM), the study found a statistical difference in P-CSR participation intention across most groups within the high P-CSR condition. In the low P-CSR condition, the attachment and the allegiance groups were the only categories with no difference in P-CSR participation intention. The study provides theoretical contributions to the PCM literature, as it is the first to use a self-classification method to segment fans into their respective PCM stages. The study also has meaningful implications for sport practitioners who thrive on interacting with their consumers by developing a community through P-CSR initiatives.
KW - Consumer behavioral intention
KW - corporate social responsibility (CSR)
KW - philanthropic initiative
KW - psychological continuum model (PCM)
KW - sport consumer segmentation
UR - http://www.scopus.com/inward/record.url?scp=85173733806&partnerID=8YFLogxK
U2 - 10.1080/01490400.2023.2265346
DO - 10.1080/01490400.2023.2265346
M3 - Article
AN - SCOPUS:85173733806
SN - 0149-0400
JO - Leisure Sciences
JF - Leisure Sciences
ER -