A Structural Equation Model-Based Study of the Effect of Perceived Risk of Performance on the Consumption Behaviour of Soccer Spectators

The purpose of this research is to examine the intentions of sports consumption of viewers of two Chinese Super League soccer teams and to determine whether changes in behaviour are related to the teams’ league standings. Spectators from both teams participate in the study voluntarily. The study employs descriptive statistics and fieldwork, and the questionnaire used in the study has a reliability coefficient of 0.87. Experts in sports management determine the content validity, while validation factor analysis is used to determine the structural validity. The statistical population is composed of two Chinese Super League teams (one team is relatively successful and one less successful). Six hundred and seventy-eight valid questionnaires are distributed randomly. Following data collection, the link between consumption behaviour and perceived risk is examined. The findings show that performance risk has an effect on game watching intention, t = 0.04, with a standard solution of 1.99, on recommending others watch the game, t = 0.11, with a standard solution of 0.98, on team licenced merchandise consumption, t = −0.05, with a standard solution of −0.41, and on the consumption of media, t = 4.21, with a standard solution of 1.19. Therefore, performance perceived risk significantly affects game watching and media consumption intention has a significant effect but has no significant effect on recommending others to watch the game and licensed merchandise consumption.