The Effect of Cognitive and Affective trust on Sport Fan Behavior after Team’s Loss: A case of the US men’s national soccer team viewership
Purpose The purpose of this study was to examine the role of trust on sport fan behavior following the favored team’s loss. Methods Online survey modes were employed to collect the data. A total of 300 individuals participated in the study, of which 288 were valid and therefore analyzed. To test the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Korean |
| Published: |
Korea Institute of Sport Science
2021-06-01
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| Series: | Cheyuk gwahag yeon-gu |
| Subjects: | |
| Online Access: | http://kjss.sports.re.kr/upload/pdf/kjss-2021-32-2-288.pdf |