The aim of this study is to understand the factors influencing the perceptions of Hong Kong horse racing fans toward local horse racing media.
In 2023, we conducted street-intercept survey interviews (n = 620) in the public area near the Shatin racecourse on July 1, 3, 9 and 16 and near the Happy Valley racecourse on June 28, July 5 and 12. This study examines the extent to which internet experiences, niche breadth and the competitive superiority of internet media mediates the relationship between age and the substitution of internet media for print media.
Regression analyses show that the respondents’ perceived niche breadth and competitive superiority of internet media are positively related to their substitution of internet racing media for print racing media outlets. However, for most elderly and middle-aged respondents, print racing media outlets are still attractive because they perceive the information is accurate and easy to understand, the print copies are easily accessible and the content of columns is attractive.
This study reveals that the shift of patterns regarding receiving Hong Kong horse racing information is significantly caused by many factors. On the contrary, the impact of COVID-19 pandemic is not significant on changing the perceptions of Hong Kong horse racing fans toward local horse racing media.
