The impact of NHL player participation in Olympic ice hockey on viewership intentions: a latent profile analysis

Purpose This study identified distinct motivational profiles among prospective viewers based on their interest in watching Winter Olympic ice hockey and examined how these profiles influence viewership intention differentially depending on National Hockey League (NHL) player participation. Design/methodology/approach Guided by uses and gratifications theory, the study employed a person-centered approach using a latent profile analysis among 494 adults from the United States. Findings Three distinct viewer profiles (low interest [LI], moderate interest [MI] and high interest [HI]) emerged based on theoretically relevant motivational factors (i.e. interest in the Winter Olympics, interest in ice hockey and athlete competence) that influence Winter Olympic ice hockey viewership intentions. Viewership intention significantly differed between profiles, increasing progressively in accordance with the level of interest. Within-profile analyses revealed that NHL player participation significantly influenced viewership intentions only among individuals in the HI group. In contrast, the LI and MI profiles highlighted key boundary conditions that limit the influence of star athletes on viewership behavior. Originality/value The results underscore the need for multi-dimensional theoretical frameworks that account for the complexity of viewer motivations in sport media contexts. Varying effects of NHL player participation across audience profiles suggest incorporating viewer heterogeneity into predictive models of media consumption. While the star power and competitive excellence of elite athletes remain effective, broader strategic efforts should also focus on fostering general interest in the sport of ice hockey, particularly the NHL, to expand the pool of HI group viewers.