The Impact of Acculturation and Perceived Risk on Sport Consumption Behavior of Asian and Hispanic Americans

• Other Authors: Kota, Ryan W. (Ryan William) (author)
• Format: Others
• Language: English; English
• Published: Florida State University
• Subjects: Sports administration; Marketing
• Online Access: http://purl.flvc.org/fsu/fd/2018_Su_Kota_fsu_0071E_14663

Hispanics and Asians account for nearly $3 billion in annual spending in the United States (Pew, 2016), positioning them as groups of interest for marketers. In the study of ethnic populations, scholars have identified two factors that have an impact on the consumer behavior decision making process – acculturation and perceived risk (Berry, 1997; Smith Castro, 2003; Trimble, 2003). Yet, sport marketers have by-and-large failed to adequately study these elements when examining differences in sport consumer behavior across ethnic populations (Gacio Harrolle & Trail, 2007; Kwon & Trail, 2001). Through the use of quantitative research methods (i.e., survey distribution, statistical analyses), I investigated the impact that acculturation and perceived risk have on the consumption of sport in general and American football specifically. These inquiries were guided by the Theory of Planned Behavior (TPB; Ajzen, 1985; 1991). I first examined the impact that acculturation has on sport in general and football specific media and merchandise consumption (i.e., Research Aim 1). Second, six elements representing perceived risk were tested as mediating factors in the relationship between acculturation and consumption of American football media and merchandise (i.e., Research Aim 2). Based on previous findings in the literature, it was expected that significant and meaningful differences would be reported across both research aims. The results were dissimilar to previous findings in the literature. Through a review of the results I concluded the respondents are not avid followers or consumers of sport. I also found that both Asian and Hispanic respondents strongly disagreed with items representing perceptions of risk when consuming American football. No significant differences in sport consumption were reported across levels of acculturation. A conclusion from these findings is that degree of familiarity with the perceived culture in the United States does not seem to impact sport consumption behavior. Evidence was also provided in favor of significant mediating effects in the relationships between acculturation and consumption of American football. However, considering the low mean scores across all risk factors the mediating effects were not found to be significant or have a practical application for this group of respondents. Based on the comprehensive results from the study, I offer theoretical and practical implications for the study of minority ethnic groups. Specifically, I call attention to the results of the open-ended question and how individuals of minority status in the United States perceive risk in their daily lives. I conclude by outlining the several issues in the current study and provide several suggestions and directions for future scholarship on sport consumer behavior and consumption among ethnic minorities specifically. === A Dissertation submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Doctor of Philosophy. === Summer Semester 2018. === June 13, 2018. === Acculturation, Asian Studies, Hispanic Stuidies, Risk, Sport Consumption === Includes bibliographical references. === Jeffrey D. James, Professor Directing Dissertation; Robert Schwartz, University Representative; Amy C. H. Kim, Committee Member; Joshua I. Newman, Committee Member.