Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo

Keita Kinoshita*, Hirotaka Matsuoka

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using two-wave data in a specific sport event during the declaration of the emergency statement in Japan. The study also aims to test the moderating effects of risk perceptions about COVID-19 and the game outcome on the relationship between team identification and vitality/game satisfaction. Design/methodology/approach: The present research was conducted in the context of a sport event in Tokyo (the Japanese Rugby Top League 2020–2021 Season Playoff Tournament Final) during the declaration of the emergency statement period in Japan. The data were collected through a two-wave design (before and after the game) from the spectators of the event. Findings: Team identification significantly predicted higher vitality after the game but not game satisfaction. Additionally, the moderation test found that sport fans with high social risk perception about the COVID-19 showed a positive relationship between team identification and vitality but not for the fans with low social risk perception. Practical implications: The present results suggest that sport events can be advertised for sport fans as a tool to increase physical and psychological energy in their daily lives during the pandemic. Originality/value: The present study demonstrated that team identification predicted greater vitality after the spectatorship during the COVID-19 outbreak. In particular, higher social risk perception was a significant catalyst to improve vitality after the game.

Original languageEnglish
JournalInternational Journal of Sports Marketing and Sponsorship
DOIs
Publication statusAccepted/In press - 2022

Keywords

  • Pandemic
  • Social identification theory
  • Sport events
  • Team identification
  • Well-being

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing

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