From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors | Zendy

Sung Il Hong | Zendy; Magnusen Marshall | Zendy

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From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors

Author(s) -

Sung Il Hong,

Magnusen Marshall

Publication year - 2017

Publication title -

journal of physical education and sport management

Language(s) - English

Resource type - Journals

ISSN - 2141-6486

DOI - 10.5897/jpesm2016.0272

Subject(s) - consumption (sociology) , identification (biology) , video game , psychology , advertising , multimedia , applied psychology , virtual reality , structural equation modeling , social psychology , computer science , human–computer interaction , sociology , business , machine learning , social science , botany , biology

Insufficient attention has been given to the relationship between sport video games and sport consumer behaviors even though sports and sport video games are popular, multi-billion dollar industries. The purpose of this study is two-fold. First, examine the effects of sport video gamer identification on sport consumption behaviors. Second, investigate the extent which sport fan identification moderates the relationship between identifying as a sport video gamer and sport consumption behaviors. A structural equation modeling (SEM) technique was employed to test the hypothesized relationships. The results indicated that sport video gamer identification had a positive impact on sport consumption behaviors, but sport fan identification did not moderate the relationship between sport video gamer identification and sport consumption behaviors. Though the results were mixed, connecting sport organizations with sport video gamers does appear worthwhile because playing sport video games and identifying as a sport video gamer may lead to sport consumption behaviors. Key words: Sport video gaming, sport consumption behaviors, sport fan identification.

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