Impact of Time- Financial Perceived Risk on Sport Consumption Intentions

One of the effective factors on sport consumer behavior is time- financial perceived risk. Therefore, the purpose of this study is to study of relationship between time- financial perceived risk and behavioral intention of sport consumers (attendance, recommend to others, merchandise consumption, media consumption). The present study is descriptive–analytical and practical one, in which a questionnaire with approval reliability, content validity and construct validity was used. Statistical population includes 4000 of Islamic Azad University of Save that with reference to Morgan table, 359 sample was defined by LISREL software. Result indicates that time-financial perceived risk has meaningful impact on attendance and media intentions but has not got meaningful impact on recommend to others and merchandise consumption.