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

Sung I. L. Hong, Marshall Magnusen

    Research output: Contribution to journalJournal articlepeer-review

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    Abstract

    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.

    Original languageEnglish
    Pages (from-to)41-49
    Number of pages9
    JournalJournal of Physical Education and Sport Management
    Volume8
    Issue number4
    Early online date31 Jul 2017
    DOIs
    Publication statusPublished - Jul 2017

    User-Defined Keywords

    • Sport video gaming
    • sport consumption behaviors
    • sport fan identification

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