Hiroaki Funahashi

Socio-psychological factors associated with the public's willingness to pay for elite sport policy: does risk perception matter?

We present the results of an application of the contingent valuation method to an elite sport policy. Specifically, we aimed to address the literature gap by introducing risk perception as one of the socio-psychological factors explaining the willingness to pay (WTP) for the elite sport policy which is based on an attitudinal framework. The respondents were asked about their WTP for the Japanese elite sport policy. The annual median and truncated mean WTP were estimated at 513 and 1802 JPY (€4.15 and €14.59), respectively, through a log logit model. The statistical analysis of WTP determinants indicated that the value of an elite sport policy is based not only on the perceived positive aspects of the outcome of the policy (benefit perception), but also on the negative aspects associated with elite sport development (risk perception). Moreover, viewing athletes as role models was found to be a value driver.

Socio-psychological factors associated with the public’s willingness to pay for elite sport policy

This chapter presents the initial results of an application of the contingent valuation method on elite sport policy and investigates the relationship between the willingness to pay for the elite sport policy and the socio-psychological factors focusing on the notion of public acceptance. Respondents, drawn from a Japanese Internet research service company, were asked for their willingness to pay (WTP) for elite sport policy. The current national policy aims to have Japan ranked in the top-five in total number of gold medals in the summer Olympics and in the top-ten in the winter. Annual mean WTP and median WTP were estimated as 1,449 JPY and 292 JPY through a log logit model. Statistical analysis of WTP determinants indicated specific key socio-psychological factors that were important for the promotion of elite sport policy with the goal of obtaining public acceptance. These were: social benefits perception, personal benefits perception, risk perception, trust, and athlete role model influence.

Understanding public acceptance of elite sport policy in Japan: a structural equation modelling approach

Research question: Considering the current upward trend of public investment in elite sport, the importance of the publics acceptance cannot be ignored; however, little has been reported on the publics attitude towards elite sport policy. The present study seeks to answer the following research question: What are the significant socio-psychological determinants that influence public acceptance of the promotion of Japans elite sport policy? Research methods: Data were collected from 921 Japanese respondents by means of a Internet-based survey. Five socio-psychological constructs were analysed in order to identify their impact on public acceptance of elite sport policy: personal benefit, social benefit, risk, trust, and athletes as role models. Structural equation modelling was used to test the causal model consisting of 10 hypotheses. Results and findings: Public acceptance is positively determined by their perception of personal/social benefits and negatively by perceived risks. These constructs are further determined by the publics trust in elite sport policy actors and athlete role model perception. Implications: The present study deepens the discussion on, ‘How a nation can increase the public acceptance of elite sport policy?’ and found theoretical and methodological approaches to fill the research gap. To enhance public acceptance of elite sport policy, policy-makers should focus on the social benefits and values that stem from promoting the policy and variable measures. The development of athletes who act as role models is a crucial requirement of the current Japanese elite sport system, as this construct has the strongest total effect on public acceptance.