Johnny Ch Lok

Consumer Entertainment Psychology Research Johnny Ch Lok

?Sport consumer behaviors Despite the recent rapid spread of leisure involvement and loyalty research, very little attention has been given to the conceptualization of the nature of involvement's relationship with loyalty of sport fans. Whether psychological commitment and attitudinal loyalty intervene in the relationship between sport fans' involvement and their behavioral loyalty to a soccer team. For a soccer team sport competition example, it indicate that psychological commitment and attitudinal loyalty intervene in the relationship between sport fans' involvement and their behavioral loyalty to the soccer teams. It is suggested that marketing strategies may be developed to strengthen psychological commitment and attitudinal loyalty in order to maximize behavioral loyalty. Involvement has been defined as 'a person's perceived relevance of the object based on inherent needs, values, and interests' (Zaichkowsky, 1985, p. 342). Leisure involvement refers to an unobservable state of motivation, arousal or interest toward a recreational activity or associated product that is evoked by a particular or stimulus that possesses drive properties ( Iwasaki & Havitz, 1998). So, any sport competitive show's audience, their psychological commitment factors are very important. They may include: psychological commitment, attitudinal loyalty behavioral loyalty. For example, psychological commitment is a mediating variable between involvement and behavioral loyalty. Additionally, attitudinal loyalty is a mediating factor that facilitates the relationship between psychological commitment and behavioral loyalty. It seems that not all highly involved spectators become loyal to their team, although higher levels of enduring involvement seem to be an important precursor to behavioral loyalty. Higher levels of psychological commitment, in which attitudinal loyalty is a crucial element, appear essential for the development of spectators' behavioral loyalty to a team. The development of spectators' behavioral loyalty appears to be best explained as a progressive process in which the formation of high involvement seems to be a precondition for becoming a committed spectator of a team. On conclusion, any sport competitive shows, how the show can influence and attract audience, the entertainment attractive factor will influence the time sport show success in sport industry long term development. So, how to develop sport entertainment show, it will be one important issue to bring any country's sport income nowadays.