Articles in this issue:

• Development and Assessment of a Scale to Measure Daily Fantasy Sport Motives

  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

• The Impact of Self-Continuity on Fans' Pride and Word-of-Mouth Recommendations: The Moderating Effects of Team Performance and Social Responsibility Associations

  Mark Jaewon Chang

  Daniel P. Connaughton

  Ilyoung Ju

  Jihye Kim

  and Joon-Ho Kang

  The aim of this study was to examine the effect of self-continuity messages on fans’ pride and word-of-mouth recommendations (WOM), and whether messages regarding sport team performance and corporate social responsibility (CSR) can enhance the effect of self-continuity messages. The results indicated that self-continuity can enhance fans’ pride, and WOM accordingly, and messages evoking self-continuity and CSR could enhance fans’ pride and WOM. Additionally, the results also indicated that CSR messages can enhance the impact of self-continuity on fans’ pride when fans heard that their...Read more

• "No" Is Not "Low": Improving the Assessment of Sport Team Identification

  Jeffrey D. James

  Elizabeth B. Delia

  and Daniel L. L. Wann

  Scholars have studied sport team identification for decades, advancing our understanding of the influence of a psychological connection to a sport team on attitudinal and behavioral outcomes. Despite the contribution of the study of team identification to the sport fan psychology and sport consumer behavior literatures, a critical issue is apparent. A review of the methods used by scholars to assess and study team identification uncovered a misinterpretation of participant responses to team identification scale items. In previous re-search, not-identified individuals have been examined as...Read more

• Understanding Consumer Behaviors in Virtual Golf: Differences in Leisure Constraints

  Chulhwan Choi

  T. Christopher Greenwell

  Mary A. Hums

  and Marion E. Hambrick

  Screen golf, a virtual sport utilizing interactive simulators, has seen enormous growth in the Republic of Korea. This virtual sport removes some of the constraints consumers experience, keeping them away from playing golf at an outdoor course (e.g., cost and weather). This study explored how leisure constraints differ between screen golf and outdoor golf and identified differences in leisure constraints among diverse types of consumers. Based on a sample of 389 South Korean consumers, results indicated significant differences in leisure constraints between outdoor and virtual golf in cost...Read more