Pub Date : 2022-09-08DOI: 10.1108/ijsms-08-2021-0158
Minhong Kim, Jin H. Park, Youngmin Yoon
PurposeThe purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and revisit intentions.Design/methodology/approachThis study was conducted in the context of the 2018 PyeongChang Winter Paralympic Games. A total of 350 respondents completed a survey. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data.FindingsInspiration, supercrip image, physical skill/aesthetics, and social interaction had strong influences on attitudes toward Winter Paralympics, and attitude was also shown to have a strong impact on revisit intentions. The results also revealed the mediating effect of attitude on para-sports motivation factors (inspiration, supercrip image, physical skill/aesthetics, and social interaction) and revisit intentions.Originality/valueThis study extends the literature on para-sport spectator motivation. Although there are a few studies examining spectators' motivation to attend para-sport events, there is limited research on the relationships among motivation, attitude, and revisit intention based on consumer attitude theories. The results are valuable to sport managers in increasing the propensity of para-sports events by understanding the factors that lead to changes in attitudes and increases in future attendance.
{"title":"Assessing spectator motivation for the Paralympics: the mediating role of attitude","authors":"Minhong Kim, Jin H. Park, Youngmin Yoon","doi":"10.1108/ijsms-08-2021-0158","DOIUrl":"https://doi.org/10.1108/ijsms-08-2021-0158","url":null,"abstract":"PurposeThe purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and revisit intentions.Design/methodology/approachThis study was conducted in the context of the 2018 PyeongChang Winter Paralympic Games. A total of 350 respondents completed a survey. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data.FindingsInspiration, supercrip image, physical skill/aesthetics, and social interaction had strong influences on attitudes toward Winter Paralympics, and attitude was also shown to have a strong impact on revisit intentions. The results also revealed the mediating effect of attitude on para-sports motivation factors (inspiration, supercrip image, physical skill/aesthetics, and social interaction) and revisit intentions.Originality/valueThis study extends the literature on para-sport spectator motivation. Although there are a few studies examining spectators' motivation to attend para-sport events, there is limited research on the relationships among motivation, attitude, and revisit intention based on consumer attitude theories. The results are valuable to sport managers in increasing the propensity of para-sports events by understanding the factors that lead to changes in attitudes and increases in future attendance.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115290452","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-30DOI: 10.1108/ijsms-04-2022-0089
Daniel White, Dylan Williams, S. Dwyer, D. White
PurposeThis study assessed the intergenerational influence of family socialization, specifically, nurturant fathering – the affective quality fathers provide children through warmth and acceptance – to explore how individuals initially connect with a sports team to become team-loyal.Design/methodology/approachData were collected via an online survey from respondents self-described as college football fans who selected their “Favorite NCAA Division I football team.” The 623 respondents subsequently selected their biological father's favorite team. An intergenerational “match” between father and child served as the dependent variable. Step-wise logistic regression assessed the relationship that team loyalty, nurturant fathering, and their interaction had on the intergenerational matching of a father's favorite team.FindingsTeam loyalty had a significant, positive relationship with an intergenerational match. A positive but weak direct relationship was found between nurturant fathering and a favorite-team match. However, nurturant fathering significantly moderated the relationship between team loyalty and intergenerational match. This suggests that the quality of a father-child relationship during the child's formative years can facilitate team loyalty to a team favored by the father.Research limitations/implicationsThe strength and quality of the relationship between a father and his children through nurturant fathering during their formative years can facilitate mutual team loyalty toward a college football team if not directly, then indirectly, through an interaction effect with a parent-socialized, team-loyal child.Practical implicationsCollege athletic teams, and sports properties in general, should address the bond between fathers and their children to take advantage of the intergenerational transference process identified in this study through targeted, family-focused sports marketing. More specifically, university athletic departments should engage in marketing efforts that encourage and solidify the mutual loyalty fathers and children may have to their father's favorite football team. The outcome would be a competitive advantage that leads to the cultivation of long-lasting fans from generation to generation.Social implicationsCollege football teams and sports properties in general should engage in father-child marketing promotions to encourage and enhance the intergenerational influence of fathers on their children with respect to the father's favorite team. However, while building future team loyalty among the children, these marketing promotions and the resultant father-child game attendance concurrently reinforce the father-child relationship. This ideally leads to a virtuous cycle of parental bonding and team loyalty.Originality/valueThis study extends research in intergenerational influence in a sports setting by introducing the construct of Nurturant Fathering and its scale to the sports marketing literature. The results found that a
{"title":"Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process","authors":"Daniel White, Dylan Williams, S. Dwyer, D. White","doi":"10.1108/ijsms-04-2022-0089","DOIUrl":"https://doi.org/10.1108/ijsms-04-2022-0089","url":null,"abstract":"PurposeThis study assessed the intergenerational influence of family socialization, specifically, nurturant fathering – the affective quality fathers provide children through warmth and acceptance – to explore how individuals initially connect with a sports team to become team-loyal.Design/methodology/approachData were collected via an online survey from respondents self-described as college football fans who selected their “Favorite NCAA Division I football team.” The 623 respondents subsequently selected their biological father's favorite team. An intergenerational “match” between father and child served as the dependent variable. Step-wise logistic regression assessed the relationship that team loyalty, nurturant fathering, and their interaction had on the intergenerational matching of a father's favorite team.FindingsTeam loyalty had a significant, positive relationship with an intergenerational match. A positive but weak direct relationship was found between nurturant fathering and a favorite-team match. However, nurturant fathering significantly moderated the relationship between team loyalty and intergenerational match. This suggests that the quality of a father-child relationship during the child's formative years can facilitate team loyalty to a team favored by the father.Research limitations/implicationsThe strength and quality of the relationship between a father and his children through nurturant fathering during their formative years can facilitate mutual team loyalty toward a college football team if not directly, then indirectly, through an interaction effect with a parent-socialized, team-loyal child.Practical implicationsCollege athletic teams, and sports properties in general, should address the bond between fathers and their children to take advantage of the intergenerational transference process identified in this study through targeted, family-focused sports marketing. More specifically, university athletic departments should engage in marketing efforts that encourage and solidify the mutual loyalty fathers and children may have to their father's favorite football team. The outcome would be a competitive advantage that leads to the cultivation of long-lasting fans from generation to generation.Social implicationsCollege football teams and sports properties in general should engage in father-child marketing promotions to encourage and enhance the intergenerational influence of fathers on their children with respect to the father's favorite team. However, while building future team loyalty among the children, these marketing promotions and the resultant father-child game attendance concurrently reinforce the father-child relationship. This ideally leads to a virtuous cycle of parental bonding and team loyalty.Originality/valueThis study extends research in intergenerational influence in a sports setting by introducing the construct of Nurturant Fathering and its scale to the sports marketing literature. The results found that a","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128347269","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-19DOI: 10.1108/ijsms-03-2022-0055
Fong-Jia Wang, Weisheng Chiu
PurposeThis study examined the relationships between service encounter, perceived value, and repurchase intention in the fitness service sector through the theoretical lens of service-dominant logic. In addition, the mediating role of perceived value and the moderating role of service innovativeness were examined.Design/methodology/approachParticipants (n = 806) were drawn from fitness center customers in Taiwan using a convenience sampling technique. Partial least square structural equation modeling was used to test the hypotheses in the research model.FindingsThe results showed that service encounter had a positive impact on perceived value, which in turn affected repurchase intention. Moreover, the full mediating effect of perceived value was identified in the relationship between service encounter and repurchase intention. In addition, service innovativeness positively moderated the effect of service encounter on repurchase intention.Originality/valueThis study provides empirical evidence on the impact of staff-customer interactions (i.e. service encounter) on customers' perceptions and behaviors and identifies the critical role of perceived value as a mediating mechanism as well as a facilitating role of service innovativeness in enhancing repurchase intention.
{"title":"Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator","authors":"Fong-Jia Wang, Weisheng Chiu","doi":"10.1108/ijsms-03-2022-0055","DOIUrl":"https://doi.org/10.1108/ijsms-03-2022-0055","url":null,"abstract":"PurposeThis study examined the relationships between service encounter, perceived value, and repurchase intention in the fitness service sector through the theoretical lens of service-dominant logic. In addition, the mediating role of perceived value and the moderating role of service innovativeness were examined.Design/methodology/approachParticipants (n = 806) were drawn from fitness center customers in Taiwan using a convenience sampling technique. Partial least square structural equation modeling was used to test the hypotheses in the research model.FindingsThe results showed that service encounter had a positive impact on perceived value, which in turn affected repurchase intention. Moreover, the full mediating effect of perceived value was identified in the relationship between service encounter and repurchase intention. In addition, service innovativeness positively moderated the effect of service encounter on repurchase intention.Originality/valueThis study provides empirical evidence on the impact of staff-customer interactions (i.e. service encounter) on customers' perceptions and behaviors and identifies the critical role of perceived value as a mediating mechanism as well as a facilitating role of service innovativeness in enhancing repurchase intention.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114171806","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-30DOI: 10.1108/ijsms-01-2022-0001
E. Latypova, Hirotaka Matsuoka
PurposeWhile the tournament format is common within organized sports, little is known about the supporting behavior of tournament event fans. The defeat of the supported team and its' subsequent elimination could influence how fans associate themselves with the event. Hence, the present study aims to investigate the fans' responses to the favorite team's elimination at a knockout tournament focusing on whether they are willing to continue following the event and choose another team to support.Design/methodology/approachIn this paper fans' temporal switching behavior was explored in relationships with fans' identification with geographic area, sport itself and teams. The audience watching the Japanese National High School Baseball Championship was targeted for the online survey in March 2020, resulting in the final sample of 502 (287 observations used for reliability and validity tests).FindingsIndependent sample t-tests and logistic regression were employed in the study. 80% of respondents intended to continue following the tournament, which was associated with a higher attachment to sports. Place attachment by itself was not associated with the intention to continue. Most of the respondents who chose a certain team to support after the favorite team's elimination have retained their pattern of choosing the team (63.9%). Interestingly, fans with higher place attachment not only choose to continue following the tournament after their prefectural team's elimination but were willing to support another team from the same region.Originality/valueThis is one of the first papers providing evidence of tournament fan behavior and temporal switching.
{"title":"Temporal team switching after the elimination of the supported team at a knockout tournament","authors":"E. Latypova, Hirotaka Matsuoka","doi":"10.1108/ijsms-01-2022-0001","DOIUrl":"https://doi.org/10.1108/ijsms-01-2022-0001","url":null,"abstract":"PurposeWhile the tournament format is common within organized sports, little is known about the supporting behavior of tournament event fans. The defeat of the supported team and its' subsequent elimination could influence how fans associate themselves with the event. Hence, the present study aims to investigate the fans' responses to the favorite team's elimination at a knockout tournament focusing on whether they are willing to continue following the event and choose another team to support.Design/methodology/approachIn this paper fans' temporal switching behavior was explored in relationships with fans' identification with geographic area, sport itself and teams. The audience watching the Japanese National High School Baseball Championship was targeted for the online survey in March 2020, resulting in the final sample of 502 (287 observations used for reliability and validity tests).FindingsIndependent sample t-tests and logistic regression were employed in the study. 80% of respondents intended to continue following the tournament, which was associated with a higher attachment to sports. Place attachment by itself was not associated with the intention to continue. Most of the respondents who chose a certain team to support after the favorite team's elimination have retained their pattern of choosing the team (63.9%). Interestingly, fans with higher place attachment not only choose to continue following the tournament after their prefectural team's elimination but were willing to support another team from the same region.Originality/valueThis is one of the first papers providing evidence of tournament fan behavior and temporal switching.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130201970","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-27DOI: 10.1108/ijsms-01-2022-0023
Timothy B. Kellison, Beth A. Cianfrone
PurposeIn this study, the authors examine consumer attitudes toward a professional soccer club’s proenvironmental initiatives and evaluate whether key themes are consistent with those found in previous research of fans in different sporting contexts.Design/methodology/approachThe authors analyzed empirical material provided by 147 highly identified supporters of a Major League Soccer team. Using template analysis, the authors compared codes, categories and themes with those previously identified in a reference group of National Football League (NFL) fans.FindingsTwenty-three preliminary codes, nine categories and four themes were established by the researchers. Three themes – Considering Environmental Action, Business Insights and Impacting the Fan Experience – were all consistent with the NFL reference group. A fourth theme, Public Visibility, focused on the possibility that the club’s proenvironmental initiatives could provide a competitive advantage over rival cities and positively influence local programming and behaviors.Originality/valueThe results of this study support the notion that fan characteristics may differ across various demographic and structural contexts and fans’ recognition that a club could leverage its community standing to promote proenvironmental action.
{"title":"Distinctions in environmental attitudes between soccer and American football fans","authors":"Timothy B. Kellison, Beth A. Cianfrone","doi":"10.1108/ijsms-01-2022-0023","DOIUrl":"https://doi.org/10.1108/ijsms-01-2022-0023","url":null,"abstract":"PurposeIn this study, the authors examine consumer attitudes toward a professional soccer club’s proenvironmental initiatives and evaluate whether key themes are consistent with those found in previous research of fans in different sporting contexts.Design/methodology/approachThe authors analyzed empirical material provided by 147 highly identified supporters of a Major League Soccer team. Using template analysis, the authors compared codes, categories and themes with those previously identified in a reference group of National Football League (NFL) fans.FindingsTwenty-three preliminary codes, nine categories and four themes were established by the researchers. Three themes – Considering Environmental Action, Business Insights and Impacting the Fan Experience – were all consistent with the NFL reference group. A fourth theme, Public Visibility, focused on the possibility that the club’s proenvironmental initiatives could provide a competitive advantage over rival cities and positively influence local programming and behaviors.Originality/valueThe results of this study support the notion that fan characteristics may differ across various demographic and structural contexts and fans’ recognition that a club could leverage its community standing to promote proenvironmental action.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127363873","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-16DOI: 10.1108/ijsms-03-2022-0085
Yongjin Hwang, N. Watanabe, M. Nagel
PurposeThis study aims to examine the impacts of brand congruity of in-game brand placement on esports consumers' implicit and explicit memory.Design/methodology/approachA 2 × 2 × 2 experimental design (N = 224) was used with an automobile racing game, NASCAR Heat 5. A series of statistical analyses, including MANOVA and logistic regressions, was conducted to test the proposed hypotheses.FindingsThe results revealed that ads on virtual billboards in the video game primed participants to create an implicit memory. Also, incongruent brands that were not very familiar to gamers provided greater impact than congruent brands.Originality/valueThis research is the first to test both implicit and explicit memory and provide practical evidence for the possibility of implicit memory building in the esports context. In addition, the current study also examined the impact of congruity to answer the previously inconsistent results.
{"title":"Effects of in-game brand congruity on esports consumers' implicit and explicit memory","authors":"Yongjin Hwang, N. Watanabe, M. Nagel","doi":"10.1108/ijsms-03-2022-0085","DOIUrl":"https://doi.org/10.1108/ijsms-03-2022-0085","url":null,"abstract":"PurposeThis study aims to examine the impacts of brand congruity of in-game brand placement on esports consumers' implicit and explicit memory.Design/methodology/approachA 2 × 2 × 2 experimental design (N = 224) was used with an automobile racing game, NASCAR Heat 5. A series of statistical analyses, including MANOVA and logistic regressions, was conducted to test the proposed hypotheses.FindingsThe results revealed that ads on virtual billboards in the video game primed participants to create an implicit memory. Also, incongruent brands that were not very familiar to gamers provided greater impact than congruent brands.Originality/valueThis research is the first to test both implicit and explicit memory and provide practical evidence for the possibility of implicit memory building in the esports context. In addition, the current study also examined the impact of congruity to answer the previously inconsistent results.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134206434","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-14DOI: 10.1108/ijsms-12-2021-0231
Seomgyun Lee, Taeyeon Oh
PurposeThe current study examines (1) the relationships among the crisis response, trust and negative behavioral intentions (i.e. avoidance and revenge), (2) the mediation role of trust in the crisis communication of sports organization and (3) the moderation effect of team identification between the crisis response and trust.Design/methodology/approachA questionnaire was used to collect data from 324 Major League Baseball (MLB) fans who met specific criteria (i.e. background information; knowing about the Houston Astros sign-stealing scandal and how the team responded to it). Confirmatory factor analysis and structural equation modeling were employed to test the proposed hypotheses.FindingsThe findings showed that perceived adequacy of the crisis response positively influenced sports fans' perceived trust. This trust was negatively associated with revenge and avoidance intentions. The mediation effect of trust was also found in the relationship between the crisis response and both avoidance and revenge intentions. Regarding the interaction effect of team identification, however, the relationship between the crisis response and trust was not moderated by team identification levels.Originality/valueThe present study contributes to a comprehensive understanding of crisis communication in sports fans' perceptions and behavioral intentions. It illuminates a psychological process through which perceived adequacy of crisis response reduces negative behavioral intentions through trust.
{"title":"The role of trust in sports organization crisis communication: the case of the Houston Astros' sign-stealing scandal","authors":"Seomgyun Lee, Taeyeon Oh","doi":"10.1108/ijsms-12-2021-0231","DOIUrl":"https://doi.org/10.1108/ijsms-12-2021-0231","url":null,"abstract":"PurposeThe current study examines (1) the relationships among the crisis response, trust and negative behavioral intentions (i.e. avoidance and revenge), (2) the mediation role of trust in the crisis communication of sports organization and (3) the moderation effect of team identification between the crisis response and trust.Design/methodology/approachA questionnaire was used to collect data from 324 Major League Baseball (MLB) fans who met specific criteria (i.e. background information; knowing about the Houston Astros sign-stealing scandal and how the team responded to it). Confirmatory factor analysis and structural equation modeling were employed to test the proposed hypotheses.FindingsThe findings showed that perceived adequacy of the crisis response positively influenced sports fans' perceived trust. This trust was negatively associated with revenge and avoidance intentions. The mediation effect of trust was also found in the relationship between the crisis response and both avoidance and revenge intentions. Regarding the interaction effect of team identification, however, the relationship between the crisis response and trust was not moderated by team identification levels.Originality/valueThe present study contributes to a comprehensive understanding of crisis communication in sports fans' perceptions and behavioral intentions. It illuminates a psychological process through which perceived adequacy of crisis response reduces negative behavioral intentions through trust.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133218121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-06DOI: 10.1108/ijsms-12-2021-0241
Julia Rietz, Kirstin Hallmann
PurposeEsports is rapidly growing in popularity and viewership. The study's purpose was threefold: (1) to provide a systematic review and synthesis of esports spectatorship research. (2) to provide a reference for the psychology of consumer behavior in esports live streaming and esports event attendance. (3) to deliver a clear picture of the factors that impact consumer behavior in esports online and on-site consumption.Design/methodology/approachThe study systematically reviews motivational aspects of online and on-site spectatorship using the Preferred Reporting Items for Systematic Review and Meta-Analysis Protocols (PRISMA). SCOPUS and Google Scholar were selected as social science databases. Twenty-five papers met the inclusion criteria: (1) published between 2000 and 2022, (2) empirical investigation, (3) focus on online and/or on-site esports spectatorship/events. Five papers implemented randomization to assess common method bias.FindingsTwenty-five papers qualified for subsequent analysis. The papers were mostly quantitative. They included a theoretical framework and investigated online esports spectatorship. Significant antecedents for motivation to watch esports online and/or on-site were fanship, tension release, entertainment, escaping everyday life and unique features like chat and direct communication. No consensus was found concerning similarities or differences between online and on-site esports spectatorship and traditional sports spectatorship.Originality/valueThis research contributed to a new theoretical, methodological and practical agenda. A more comparative approach analyzing contextual, structural and demographic cues could lead to a holistic picture of esports spectator motivation.
{"title":"A systematic review on spectator behavior in esports: why do people watch?","authors":"Julia Rietz, Kirstin Hallmann","doi":"10.1108/ijsms-12-2021-0241","DOIUrl":"https://doi.org/10.1108/ijsms-12-2021-0241","url":null,"abstract":"PurposeEsports is rapidly growing in popularity and viewership. The study's purpose was threefold: (1) to provide a systematic review and synthesis of esports spectatorship research. (2) to provide a reference for the psychology of consumer behavior in esports live streaming and esports event attendance. (3) to deliver a clear picture of the factors that impact consumer behavior in esports online and on-site consumption.Design/methodology/approachThe study systematically reviews motivational aspects of online and on-site spectatorship using the Preferred Reporting Items for Systematic Review and Meta-Analysis Protocols (PRISMA). SCOPUS and Google Scholar were selected as social science databases. Twenty-five papers met the inclusion criteria: (1) published between 2000 and 2022, (2) empirical investigation, (3) focus on online and/or on-site esports spectatorship/events. Five papers implemented randomization to assess common method bias.FindingsTwenty-five papers qualified for subsequent analysis. The papers were mostly quantitative. They included a theoretical framework and investigated online esports spectatorship. Significant antecedents for motivation to watch esports online and/or on-site were fanship, tension release, entertainment, escaping everyday life and unique features like chat and direct communication. No consensus was found concerning similarities or differences between online and on-site esports spectatorship and traditional sports spectatorship.Originality/valueThis research contributed to a new theoretical, methodological and practical agenda. A more comparative approach analyzing contextual, structural and demographic cues could lead to a holistic picture of esports spectator motivation.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132242521","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-27DOI: 10.1108/ijsms-01-2022-0007
Keita Kinoshita, Hirotaka Matsuoka
PurposeThe purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using two-wave data in a specific sport event during the declaration of the emergency statement in Japan. The study also aims to test the moderating effects of risk perceptions about COVID-19 and the game outcome on the relationship between team identification and vitality/game satisfaction.Design/methodology/approachThe present research was conducted in the context of a sport event in Tokyo (the Japanese Rugby Top League 2020–2021 Season Playoff Tournament Final) during the declaration of the emergency statement period in Japan. The data were collected through a two-wave design (before and after the game) from the spectators of the event.FindingsTeam identification significantly predicted higher vitality after the game but not game satisfaction. Additionally, the moderation test found that sport fans with high social risk perception about the COVID-19 showed a positive relationship between team identification and vitality but not for the fans with low social risk perception.Practical implicationsThe present results suggest that sport events can be advertised for sport fans as a tool to increase physical and psychological energy in their daily lives during the pandemic.Originality/valueThe present study demonstrated that team identification predicted greater vitality after the spectatorship during the COVID-19 outbreak. In particular, higher social risk perception was a significant catalyst to improve vitality after the game.
{"title":"Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo","authors":"Keita Kinoshita, Hirotaka Matsuoka","doi":"10.1108/ijsms-01-2022-0007","DOIUrl":"https://doi.org/10.1108/ijsms-01-2022-0007","url":null,"abstract":"PurposeThe purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using two-wave data in a specific sport event during the declaration of the emergency statement in Japan. The study also aims to test the moderating effects of risk perceptions about COVID-19 and the game outcome on the relationship between team identification and vitality/game satisfaction.Design/methodology/approachThe present research was conducted in the context of a sport event in Tokyo (the Japanese Rugby Top League 2020–2021 Season Playoff Tournament Final) during the declaration of the emergency statement period in Japan. The data were collected through a two-wave design (before and after the game) from the spectators of the event.FindingsTeam identification significantly predicted higher vitality after the game but not game satisfaction. Additionally, the moderation test found that sport fans with high social risk perception about the COVID-19 showed a positive relationship between team identification and vitality but not for the fans with low social risk perception.Practical implicationsThe present results suggest that sport events can be advertised for sport fans as a tool to increase physical and psychological energy in their daily lives during the pandemic.Originality/valueThe present study demonstrated that team identification predicted greater vitality after the spectatorship during the COVID-19 outbreak. In particular, higher social risk perception was a significant catalyst to improve vitality after the game.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115233674","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-16DOI: 10.1108/ijsms-09-2021-0188
Sungkyung Kim, A. E. Manoli
PurposeWith the remarkable advancements in information and communication technologies, comprehending online sport fan communities is being pushed further up in the agenda of sport teams worldwide. Based on social identity theory, the main purpose of this research paper is to test the mechanism of how horizontal relationships developed through online communities lead to vertical relationships such as team identification and behavioural intentions.Design/methodology/approachUsing a sample of online baseball fan community members in South Korea (N = 400) and employing structural equations modelling, the current research examined the structural relations among online community identification, team identification, behavioural intention and WOM intention while testing moderating effect of perceived authenticity.FindingsThis study finds that online community identification has a significant positive impact on team-level consumer outcomes: team identification, behavioural intention and WOM intention. Team identification is verified as a significant determinant of both behavioural intention and WOM intention. Moreover, the partial mediating role of team identification in the relationships between online community identification and behavioural intentions are corroborated.Originality/valueThe present study furnishes essential information for identifying the underlying mechanism of how fan-to-fan horizontal relationships cultivate team-to-fan vertical relationships in the context of the virtual fan community.
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