A Conceptual Framework for the Internalization of a Sport Object through Sport Video Gaming

As the sport marketplace has become competitive, sport organizations are challenged to attract and maintain sport consumers. Using sport video games as a marketing communication strategy may be a good way to reach young sport consumers due to the popularity of sport video games(SVGs). Based on Kim and Ross’ findings (2006, it is believed that playing SVGs may foster a psychological connection with a sport team. The current study assumes the extent to which motives to play SVGs and a sense of presence contribute to explain a psychological connection with a sports team (i.e., internalization) based on the Fan Attitude Network (FAN) model (Funk & James, 2004). The internalization model of a sport object through sport video gaming is proposed based on the review of literature. The model assumes that motives to play SVGs and a sense of presence contribute to explaining what variables contribute to a sport identity. The purpose of the study is to understand the influence of motives to play SVGs and a sense of presence on a sport identity. A theoretical model depicting the relationship between motives to play SVGs and a sport identity, the relationship between a sense of presence and a sport identity, and the interaction effect between motives and a sense of presence on a sport identity was proposed. Testing the proposed model would contribute to the understanding of what drives sport video gamers to facilitate personal connections with their favorite teams and guide implications for marketing communication practice.