China’s strategy to naturalize athletes has provoked debates, yet research exploring the public’s perspective on these athletes is limited. This study seeks to fill that gap by employing social identity theory to understand how various psychological factors shape public opinion regarding naturalized athletes in Chinese national teams.
China’s move to incorporate naturalized athletes into its national teams has been a topic of heated discussion. While the potential market access benefits could be significant, understanding the public’s perception remains critical. This research employs a theoretical model grounded in social identity theory to examine how psychological variables influence attitudes toward naturalized athletes. By applying structural equation modeling, the study reveals key insights into public sentiment.
Methodology
The research collected data from 704 online participants, employing descriptive and exploratory factor analyses with SPSS 25.0. To test the hypotheses, structural equation modeling using partial least squares (PLS-SEM) was conducted via SmartPLS 3.0. This robust method allowed for a nuanced understanding of the psychological variables at play.
Key Findings
The results highlight that perceived threats diminish positive attitudes towards naturalized athletes, whereas perceived benefits enhance both the athletes’ brand image and public attitude. Notably, athlete brand image significantly boosts favorable attitudes, serving as a mediator between perceived benefits and overall public perception. Moreover, the study found that involvement in sports events strengthens the relationship between brand image and public attitudes.
Insights from the Study
- Perceived threats can negatively influence public opinion, suggesting that addressing these concerns is crucial for smoother market access.
- Positive perceptions of benefits and athlete brand image are pivotal in shaping favorable public attitudes, indicating areas for strategic communication.
- Engaging the public in sports events can positively moderate perceptions, offering a potential strategy for enhancing acceptance of naturalized athletes.
Implications for market access are profound, as the study suggests that decision-makers should prioritize the overall brand image of athletes during the naturalization process. Clear communication of the benefits brought by naturalized athletes is essential. Furthermore, promoting public involvement in sports can foster a supportive environment for athletic naturalization, enhancing market opportunities.
The findings recommend that the naturalization process be transparent, with effective communication of the athletes’ contributions to the public. This transparency could facilitate better acceptance and integration of naturalized athletes into national teams, thereby optimizing market access opportunities.
Original Article: Front Psychol. 2024 Nov 14;15:1450073. doi: 10.3389/fpsyg.2024.1450073. eCollection 2024.
This article has been prepared with the assistance of AI and reviewed by an editor. For more details, please refer to our Terms and Conditions. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author.
