Choosing Virtual – Rather than Real – Leisure Activities: An Examination of the Decision–making Process in Screen-Golf Participants

AbstractThe objective of this study is to apply Ajzen's theory of planned behavior (TPB) to explicate the intention-formation process in the playing of screen golf. The study investigated how players' favorable/unfavorable attitudes toward screen golf, the social pressures they perceive related to screen golf, and their senses of capability and resources to play screen golf interact to build up or undercut the intention to play this virtual version of the sport. An Internet-based survey and field survey were conducted. Overall, the findings indicated that the fit of the proposed model was satisfactory, and that the proposed model involving the original variables in the TPB and past behavior effectively explained golfers' intention formation. In addition, golfers' concerns about the environment were found to be a moderator in forming their intention. This study illuminated the psychological and social factors that may influence recreation consumers to choose a “virtual”, rather than “real”, leisure activity.Key words: screen golfenvironmental concernsintentiongolfers