Self concept, self construal, F1 sports knowledge and sports involvement

• Main Authors: Ang, Li Ping, Ng, Daphne Qi Qian, Yeo, Mengni
• Other Authors: Lang Chin Ying, Josephine
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/15040
• Institution: Nanyang Technological University

This research examines the relationship between self concept (ideal self, perceived self and self-esteem) and self-construal (independent and interdependent) with the degree of sports involvement by tourists. Primary data was collected at the inaugural Formula One™ SingTel Grand Prix 2008 (F1 race) in the form of ninety-six completed questionnaires. Results indicate that perceived self has direct, significant positive relationship with F1-related purchasing behaviour while interdependent self was found to have a direct, significant negative relationship with emotional attachment to F1 sport. F1 sports knowledge is also found to be a perfect mediator that mediates the relationship between perceived self and F1-related purchasing behavior, interdependent self and emotional attachment to F1 sport. Implications and limitations of the study are discussed.