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Sport fans in a “smart sport” (SS) age: drivers of smartphone use for sport consumption

Jae-Pil Ha (Gyeongsang National University, Jinju, Korea)
Sun J. Kang (Manchester University, North Manchester, Indiana, USA)
Yukyoum Kim (Seoul National University, Seoul, Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 7 August 2017

Abstract

Purpose

With the ever-increasing popularity of smartphones, it has become one of the most important medium to increase sport fan engagement. However, very little attention has been paid to understand how fans use smartphones to follow sport. With that in mind, the purpose of this paper is to investigate specific factors that influence the use of smartphones in the sport consumption context.

Design/methodology/approach

This research empirically examined theoretical relationships between three categories of variables (perceptions toward smartphones, sport-specific factors, and smartphone-specific factors) and intention to use the smartphone in following sports.

Findings

Of the 11 proposed hypotheses, eight hypotheses were supported. Approximately 79.4 percent of variance in the usage intention was explained by the three categories of the variables.

Originality/value

As one of the first to take a holistic approach toward understanding sport consumption behaviors using smartphones, results of the current research can be employed as a base for studies examining other multi-functional technology medium in various sport settings.

Keywords

Citation

Ha, J.-P., Kang, S.J. and Kim, Y. (2017), "Sport fans in a “smart sport” (SS) age: drivers of smartphone use for sport consumption", International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 3, pp. 281-297. https://doi.org/10.1108/IJSMS-08-2017-093

Publisher

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Emerald Publishing Limited

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