... of publication, motivation targeted by the message according to Raney’s typology of motivations for sport spectatorship, multimedia additions and number of likes/reactions, comments and shares. Findings All accounts were dominated by posts targeting cognitive motivations. The Weibo profile was much more...

...Julia Rietz; Kirstin Hallmann Purpose The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers...

...Hyunseok Song; Kevin K. Byon; Paul M. Pedersen Purpose To extend research into sport consumer behaviors related to online sports betting, this study is designed to identify and examine the relationship between online sports betting motivations and online sports betting intentions. By applying...

... streaming and esports event attendance. (3) to deliver a clear picture of the factors that impact consumer behavior in esports online and on-site consumption. Design/methodology/approach The study systematically reviews motivational aspects of online and on-site spectatorship using the Preferred...

...Sanghoon Kim; Ho Yeol Yu; Hyun-Woo Lee Purpose The purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology (SST) by integrating service satisfaction and (2) to ascertain the differences...

... an experience that is intrinsically motivating and fun. Also the moderator effect of the gender and age on the relationship between their experience of participating in a gamification program and perceived self-efficacy. Findings The results show that individuals' experience of participating...

...Yanling Duan; Bing Liu; Yan He Purpose The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China. Design/methodology/approach Date were collected from three Chinese marathon races. The paper presents the conceptual model...

... report on a study of a group of distant fans – Chinese National Basketball Association (NBA) fans – as the focal object. The study was guided by three questions: RQ1: what motives drive a distant fan’s involvement with their favorite NBA team? RQ2: are there differences in the motives...

...Kevin K Byon; Michael Cottingham; Michael S Carroll This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United...

...Yong Jae Ko; Yu Kyoum Kim Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people participate in martial arts. The purpose of this study is to examine motivation factors that influence...

...Yong Jae Ko; Hyewon Park; Cathryn L Claussen Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the business industry. The purpose of this study is to analyse motivation of action sports...

...Yongjae Kim; Stephen D. Ross This study examined motivational dimensions underlying sport video game playing, from a uses and gratification perspective, with the use of focus groups and confirmatory factor analysis. Through a rigorous scale development procedure, seven motivation dimensions were...

... in predicting levels of loyalty, while five factors - Vicarious Achievement, Player Interest, Entertainment Value, Drama and Socialisation - predicted game-day attendance. This study illustrates the applicability of the Sport Interest Inventory developed in North America to understand motivational factors...