社交媒体相关动机对梦幻体育用户的竞技技能、竞争意识和成绩预期的影响

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-05-09 DOI:10.1108/apjml-11-2023-1166
Jaskirat Singh Rai, Heetae Cho, Maher Itani, Amanpreet Singh
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引用次数: 0

摘要

目的 本研究调查了社交媒体平台上的信息来源如何影响幻想用户的体育消费并提高他们的成绩预期。具体而言,我们基于使用和满足理论,研究了社交媒体相关动机对幻想用户的运动技能、竞争意识和成绩预期的影响。设计/方法/途径我们在社交媒体平台上收集了 453 名幻想运动用户的数据。结果结果表明,社交媒体相关动机对幻想运动用户的运动技能、竞争意识和表现预期有显著的积极影响。此外,我们还发现,幻想运动用户的运动技能提高了他们的竞争意识和绩效预期。本研究通过调查社交媒体相关动机对梦幻体育用户的影响,为现有的社交媒体知识体系做出了宝贵贡献。研究结果表明,在社交媒体平台上分享基于内容的信息对于吸引和激励个人参与梦幻体育运动起着至关重要的作用。更新的信息提高了幻想用户的竞技技能,培养了竞争意识,并提高了虚拟体育的表现。
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The impact of social media-related motivation on fantasy sport users’ playing skills, sense of competition and performance expectancy

Purpose

This study investigated how sources of information across social media platforms influence fantasy users’ sport consumption and enhance their performance expectancy. Specifically, we examined the effects of social media-related motivation on fantasy users’ playing skills, sense of competition and performance expectancy based on the uses and gratifications theory.

Design/methodology/approach

Data were collected from 453 fantasy sport users on social media platforms. We conducted confirmatory factor analysis to assess a measurement model and used serial mediation techniques to examine the relationship between social media-related motivation and fantasy sport users’ performance expectancy.

Findings

Results showed that social media-related motivation had significant and positive impacts on fantasy users’ playing skills, sense of competition and performance expectancy. Additionally, we found that fantasy users’ playing skills increased their sense of competition and performance expectancy. A sense of competition was found to positively affect fantasy users’ performance expectancy.

Originality/value

This study provided a valuable contribution to the existing body of knowledge on social media by investigating the influence of social media-related motivation on fantasy sport users. The findings reveal that sharing content-based information on social media platforms plays a vital role in attracting and motivating individuals to engage in fantasy sports. The updated information enhances the playing skills of fantasy users, fosters a sense of competition and improves performance in virtual sport.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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