Team Competence and Warmth's Influence on Perceived Value and Media Consumption Intentions : As Moderated by Interdependent Self-Construal

Chang, Jisuk; Lim, Choong Hoon; Jang, Woo-Seok; Oh, Inae

doi:10.35159/kjss.2021.4.30.2.613

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한국체육과학회
한국체육과학회지 학술저널
한국체육과학회지 제30권 제2호 (인문사회과학 편)
2021.4 613 - 634 (22page)
DOI : 10.35159/kjss.2021.4.30.2.613

저자정보

Chang, Jisuk (Seoul National University)
Lim, Choong Hoon (Seoul National University)
Jang, Woo-Seok (Seoul National University)
Oh, Inae (Seoul National University)

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초록·키워드

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The purpose of the current study was to investigate how a sport team’s competence and warmth as perceived by a non-fan of the team, influence their media consumption intentions. Furthermore, the current study proposes that this relationship is mediated by the perceived value of the team’s games, as moderated by interdependent self-construal. In pursuit of the purpose, the current study recruited 212 NBA fans residing in the United States. Hypotheses testing was conducted utilizing Partial Least Squares Structural Equation Modeling using SmartPLS 3.3.3 software.
The results revealed a full mediation effect where the perceived competence of a team influenced media consumption intentions through perceived value of the team’s games. Meanwhile, perceived value partially mediated the relationship between perceived team warmth and media consumption intentions, where both the direct and indirect paths remained significant. Furthermore, interdependent self-construal moderated the relationship between perceived warmth and perceived value. Finally, interdependent self-construal did not have a moderating effect on the relationship between perceived team competence and media consumption intentions. The findings of the current study add to the literature on factors that influence the consumption of media content related to other teams in a sport league. Furthermore, the current study is the first to apply the Stereotype Content Model dimensions to a sport consumption context and provides insight as to the role of interdependent self-construal.

#warmth #competence #self-construal #media consumption #perceived value