ABSTRACT
A first-stage moderated mediation model consisting of general risk awareness of COVID-19, perceived risk of playing golf, and revisit intention was introduced to specify when and how political orientation influences an individual's decision to play golf again. Findings are discussed in the context of a dual process model of political identity, and the implications for practice as well as future research are presented. Consumers consciously or subconsciously conduct risk-benefit analysis for consumption choices, whether it is a careful piecemeal examination or a heuristic probe (Hespanhol et al., 2015). [...]golf was considered a safer recreational activity with relatively little risk of transmission than other activities where social distancing was either difficult or impossible (Robinson et al., 2021). [...]it is worth exploring the relationship between general risk awareness of the disease and domain-specific risk and how they influence individuals' decisions to play golf.