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: | , , |
|---|---|
| Format: | Article |
| Language: | Korean |
| Published: |
Korea Institute of Sport Science
2021-06-01
|
| Series: | Cheyuk gwahag yeon-gu |
| Subjects: | |
| Online Access: | http://kjss.sports.re.kr/upload/pdf/kjss-2021-32-2-288.pdf |
| _version_ | 1818202083464052736 |
|---|---|
| author | Namkyeong Jang Jisuk Chang Yukyoum Kim |
| author_facet | Namkyeong Jang Jisuk Chang Yukyoum Kim |
| author_sort | Namkyeong Jang |
| collection | DOAJ |
| description | 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 hypotheses, structural equation modeling was conducted using Mplus 8. Results The findings are as follows. First, cognitive trust had a significant effect(+) on future viewing intention. Second, affective trust had a significant effect(+) on future viewing intention. Third, cognitive trust had a significant effect(-) on switching behavior. Fourth, affective trust had no significant effect on switching behavior. Fifth, team identification moderated the relationship between affective trust and switching behavior. Conclusions The results of this study suggest that sport fans’ trust affects fan behavior following a team’s loss. Therefore, professional sport teams should seek to establish strong affective trust and cognitive trust. |
| first_indexed | 2024-12-12T03:03:49Z |
| format | Article |
| id | doaj.art-74cd596532854f56b1c421503fa946e4 |
| institution | Directory Open Access Journal |
| issn | 1598-2920 2233-7938 |
| language | Korean |
| last_indexed | 2024-12-12T03:03:49Z |
| publishDate | 2021-06-01 |
| publisher | Korea Institute of Sport Science |
| record_format | Article |
| series | Cheyuk gwahag yeon-gu |
| spelling | doaj.art-74cd596532854f56b1c421503fa946e42022-12-22T00:40:34ZkorKorea Institute of Sport ScienceCheyuk gwahag yeon-gu1598-29202233-79382021-06-0132228830610.24985/kjss.2021.32.2.288515The Effect of Cognitive and Affective trust on Sport Fan Behavior after Team’s Loss: A case of the US men’s national soccer team viewershipNamkyeong Jang0Jisuk Chang1Yukyoum Kim2Department of Physical Education, Seoul National University, Seoul, KoreaDepartment of Physical Education, Seoul National University, Seoul, KoreaDepartment of Physical Education, Seoul National University, Seoul, KoreaPurpose 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 hypotheses, structural equation modeling was conducted using Mplus 8. Results The findings are as follows. First, cognitive trust had a significant effect(+) on future viewing intention. Second, affective trust had a significant effect(+) on future viewing intention. Third, cognitive trust had a significant effect(-) on switching behavior. Fourth, affective trust had no significant effect on switching behavior. Fifth, team identification moderated the relationship between affective trust and switching behavior. Conclusions The results of this study suggest that sport fans’ trust affects fan behavior following a team’s loss. Therefore, professional sport teams should seek to establish strong affective trust and cognitive trust.http://kjss.sports.re.kr/upload/pdf/kjss-2021-32-2-288.pdfcognitive trustaffective trustreviewing intentionswitching intentionteam identification |
| spellingShingle | Namkyeong Jang Jisuk Chang Yukyoum Kim 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 Cheyuk gwahag yeon-gu cognitive trust affective trust reviewing intention switching intention team identification |
| title | 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 |
| title_full | 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 |
| title_fullStr | 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 |
| title_full_unstemmed | 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 |
| title_short | 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 |
| title_sort | 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 |
| topic | cognitive trust affective trust reviewing intention switching intention team identification |
| url | http://kjss.sports.re.kr/upload/pdf/kjss-2021-32-2-288.pdf |
| work_keys_str_mv | AT namkyeongjang theeffectofcognitiveandaffectivetrustonsportfanbehaviorafterteamslossacaseoftheusmensnationalsoccerteamviewership AT jisukchang theeffectofcognitiveandaffectivetrustonsportfanbehaviorafterteamslossacaseoftheusmensnationalsoccerteamviewership AT yukyoumkim theeffectofcognitiveandaffectivetrustonsportfanbehaviorafterteamslossacaseoftheusmensnationalsoccerteamviewership AT namkyeongjang effectofcognitiveandaffectivetrustonsportfanbehaviorafterteamslossacaseoftheusmensnationalsoccerteamviewership AT jisukchang effectofcognitiveandaffectivetrustonsportfanbehaviorafterteamslossacaseoftheusmensnationalsoccerteamviewership AT yukyoumkim effectofcognitiveandaffectivetrustonsportfanbehaviorafterteamslossacaseoftheusmensnationalsoccerteamviewership |