A MULTI DIMENSIONAL MODEL OF PERCEIVED RISK IN SPECTATOR SPORT.

Risk perception influences consumer decision-making, and despite research on what motivates people to attend sport events, little research exists on barriers (e.g. constraints) to attendance. The purpose of this research was to identify items measuring perceived risk associated with attending collegiate football games. Perceived risk items were identified and subjected to an exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). College students (N = 711) from two universities in the southeastern US participated in the study. Results of the EFA yielded a five-factor, 28-item model. The model was submitted to a CFA, and a five-factor, 21-item model emerged. Results indicated that while Performance Risk and Time Risk were the highest among the various dimensions, consumers perceived little risk with attendance at a collegiate football game. Overall, the findings support the multi-dimensional nature of perceived risk and highlight its importance as a potential constrai

A MULTI DIMENSIONAL MODEL OF PERCEIVED RISK IN SPECTATOR SPORT. Academic Article