Role of curiosity and openness to experience the big five traits on sport media consumption behaviours

Abstract

The purpose of this study was to examine the mediation effect of curiosity on the relationship between Openness to Experience (OE) and media consumption behaviours. A total of 657 participants were recruited. Structural Equation Modelling (SEM) analyses were conducted to test the hypothesised relationships and to evaluate the amount of variance captured by a set of observed variables in latent factors corresponding to measurement error. This study found that OE was related inversely to media consumption behaviours of individuals. The negative relationship was mediated by the role of curiosity in generating a positive relationship between OE and media consumption behaviour. The findings of this study are relevant for several considerations, like for novel sport to become successful in the sport industry.

Key words: Curiosity; Big five traits; Openness to experience (OE); Sport media consumption.