Chris Greenwell and Sin Wook Yoo

On-field aggression can attract and entertain sport consumers. However, the promotion of aggression in sport has been controversial, as societal shift s raise questions about how much aggression in sport is appropriate. Therefore, this study seeks to better understand the relationship between on-fi eld aggression and fandom by examining how two motives (physical aggression and violence) predict sport fan passion for three categories of sports (limited-contact, full-contact, and combat). An online questionnaire was utilized to solicit responses from 540 adult sports fans. Overall, results...Read more

Hansol Hwang
Hyejoo Yang
Antonio S. Williams
and Paul M. Pedersen

The purpose of this study w as to develop a g ratification model to encompass the motivations and us age patterns involved with sport team mobile apps. The hypotheses were tested by a structural equation modeling with single-group and multiple-group (i.e., age and gender) levels. The results indicated that of the 11 motivational factors, seven (i.e., Information Seeking, Convenience, Economic Incentives, Entertainment, Fantasy, Curiosity, and Parasocial) directly influenced Continuance Intention. The findings also revealed some moderating effects—exerting the relationship between...Read more

Hansol Hwang
Hyejoo Yang
Antonio S. Williams
and Paul M. Pedersen

The purpose of this study w as to develop a g ratification model to encompass the motivations and us age patterns involved with sport team mobile apps. The hypotheses were tested by a structural equation modeling with single-group and multiple-group (i.e., age and gender) levels. The results indicated that of the 11 motivational factors, seven (i.e., Information Seeking, Convenience, Economic Incentives, Entertainment, Fantasy, Curiosity, and Parasocial) directly influenced Continuance Intention. The findings also revealed some moderating effects—exerting the relationship between...Read more

Ryan W. Kota
Charles Reid
Jeffrey D. James
and Amy Chan Hyung Kim

Fantasy sport has rapidly developed into a multi-billion dollar industry in recent years, with daily fantasy sport (DFS) responsible for $18.9 billion in annual fantasy sport consumption revenue (Fantasy Sports Trade Association, 2017). Efforts to examine the drivers of DFS-specific participation remain scarce, with scholars having reported on the motives of traditional fantasy sport (TFS) consumers and hybrid consumers (i.e., those who consume both TFS and DFS) (Billings, Ruihley, & Yang, 2016; Ruihley, Billings, & Rae, 2014). The authors conducted three studies to develop the...Read more

Khalid Ballouli
Galen T. Trail
Todd C. Koesters
and Matthew J. Bernthal

This research examines the differential effects of motives and points of attachment on conative loyalty of Formula 1 U.S. Grand Prix attendees. Theoretical perspectives of role identity and extant literature on identification and spectator consumption behavior guided this investigation and aided in model development. While numerous researchers in the sport marketing literature have examined motives and points of attachment, there is a relative dearth of studies devoted to the effects of motives and points of attachment on conative loyalty. Study participants (N=247) comprised...Read more

Brendan Dwyer
Stephen Shapiro
Joris Drayer

Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits unconventional, yet robust media consumption habits. In addition, consumer motivation and market segmentation represent core principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is limited. The purpose of this study was to explore fantasy baseball motives, develop a motive-based taxonomy of users, and quantify the differences between segments through an examination of mediated sport consumption. An...Read more

Gi-Yong Koo
Robin Hardin

The purpose of this study was to segment spectators based on emotional attachment toward team, university, coach, and player, and to examine whether different groups of people classified by emotional attachment demonstrate different interrelationships between motives and behavioral intentions in attending sporting events. The results revealed that the feasibility of two clusters is derived from emotional attachments and those two groups demonstrate different interrelationships between spectators’ motives and behavioral intentions, respectively. In conclusion, this study can provide a...Read more