Alternate Conceptualization of the Theory of Planned Behavior in the Context of Sport Participation

There have been calls for sport management scholars to work towards an enhanced understanding of how sport can promote social good (Chalip, 2006; Zeigler, 2007). One way to accomplish this is to examine the benefits of sport participation available to both individuals and society as a whole. Developing an understanding of the benefits of sport participation is of clear interest to practitioners, scholars and governments (Nicholson, Hoye & Houlihan, 2011). It is argued here that examining the way in which benefits of participant-based sport are perceived ought to be a focus of sport scholars. An instrument designed to measure the importance that both sport participants and non-sport participants place on the physical, sociological and psychological benefits that are potentially attainable through sport participation is therefore incorporated in the research. The instrument measures a multi-dimensional construct which is conceptualized as an instrumental attitude and fit into a larger sport participation behavioral model. The importance of the construct is based on the rationale that attitudes about the potential benefits of sports should affect the future probability of engaging in sporting activity (Shoham & Rose, 2000). The Theory of Planned Behavior (TPB) serves as the conceptual framework for this investigation. The research also includes multi-dimensional motivational profiles developed in line with self-determination theory. The research topic is significant because North American citizens are increasingly inactive (Jones, Sinclair, Rhodes & Courneya, 2004), and marketing efforts related to sport participation have not generally been successful (Graham & Graham, 2008). The research is consistent with a social marketing perspective because of its focus on benefits to individuals and society. The objective of this research is to contribute to an enhanced understanding of the underlying psychological processes associated with sport participation. Results of the study provide evidence supporting the reconceptualized instrumental attitude construct and selected paths within a TPB framework. Managerial implications and ideas for future research are provided in the concluding chapter of this document.