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Global Sport Business Journal

Global Sport Business Journal

Abstract

This case study aims to understand what motives and constraints affect Chinese college student’s intention to attend or media view the 2018 Winter Olympics. Grounded on ‘negotiation of motives and constraints’, key internal and external motives and intrapersonal, interpersonal, and structural constraints were identified through thought-listing procedures (n=35); their influences on attendance and media viewing intentions were tested based on online surveys (n=313) and structural equation modeling. Highlighting key findings, motives of social influence and interest in winter sport had strong effects on both intentions. Structural constraints such as lack of time were more likely to affect both intentions than intra- and inter-personal constraints. Interestingly, lack of knowledge was anticipated to be a constraint but was found positively associated with media viewing intention. Based on the findings, strategies to stimulate Olympics consumption are proposed, which can be informative for the preparation of the 2022 Beijing Winter Olympics and sport organizations targeting Chinese college student consumers.

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