Search results

1 – 10 of 21
Article
Publication date: 13 August 2021

Wooyoung (William) Jang, Kevin K. Byon, Antonio Williams and Paul M. Pedersen

While each genre and gender has been revealed as significant moderators for esports gameplay intention, exploring the interaction effects between genre and gender could…

Abstract

Purpose

While each genre and gender has been revealed as significant moderators for esports gameplay intention, exploring the interaction effects between genre and gender could broaden our understanding of the drivers’ relative effects on esports gameplay intention. Thus, the purpose of this study is to examine the interaction effects of gender and genre in the relationship between esports gameplay intention and its drivers (i.e. hedonic motivation, habit, price value, effort expectancy, social influence and flow).

Design/methodology/approach

The hypothesized model was examined using data from a sample (N = 1,194). For the purposes of data analysis, confirmatory factor analysis and structural equation modeling were used to examine the hypothesized model. Then, a series of structural invariance tests were conducted to compare the interrelationship between the six determinants and esports gameplay for the six-group model.

Findings

The results of the six-group model comparison indicated that the interaction between gender and genre moderates the relationship between drivers and esports gameplay intention. In particular, the following moderation effects were observed: (1) “social influence-esports gameplay intention” between “male-physical enactment” and “female-physical enactment”; (2) “habit-esports gameplay intention” and (3) “effort expectancy-esports gameplay intention” between “female-imagination” and “female-physical enactment”; (4) “hedonic motivation-esports gameplay intention” and (5) “effort expectancy-esports gameplay intention” between “female-physical enactment” and “female-sport simulation.”

Originality/value

The findings of this current study contributed to clarifying the genre and gender effects in esports gameplay intention and thus the extension of the Esports Consumption (ESC) model (Jang et al., 2020a) and the technology adoption literature. Since the ESC model grounded the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the improvement of the ESC model extended UTAUT2. In consumer behavior research in the esports context, this current study contributed to the extension of UTAUT2 on the new moderating mechanisms by adding the interaction between gender and esports game genre.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 20 August 2020

Wooyoung William Jang, Kevin K. Byon, Thomas A. Baker III and Yosuke Tsuji

Recently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports…

1175

Abstract

Purpose

Recently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live-streaming content (by individual creators) is a new type of media consumption, which should be distinguished from esports event broadcast. Extending Jang and Byon’s finding, the purpose of this study is to examine the mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast because it allows the games to be more accessible to viewers due to two-way communication. In order to test for stability of the mediating effect of esports live content streaming, we examined the hypothesized model across the three genres (i.e. imagination [n = 224], physical enactment [n = 195], sport simulation [n = 179]).

Design/methodology/approach

Data (N = 598) were collected via an online survey from individuals who had experienced esports recreational gameplay. A total of 15 items with five dimensions (i.e. esports recreational gameplay, esports content live streaming, esports event broadcast, streamer identification, and pro-player identification) were adapted from existing studies. The two identification constructs and gender were used as control variables.

Findings

The model fit of the measurement model was found to be acceptable via CFA. The results of SEM indicated that the intention of esports content live streaming consumption played a full mediation role in the relationship between esports recreational gameplay behavior and the intention of esports event broadcast consumption. Additionally, we found the mediating effect of esports content live streaming across the three genres.

Originality/value

This study contributes to literature related to the esports consumer behavior by conceptualizing esports content live streaming and found that esports content live streaming represents a mechanism that underlies the relationship between esports recreational gameplay intention and esports event broadcast consumption.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 6 April 2020

Charles W. Jones and Kevin K. Byon

This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as…

Abstract

Purpose

This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is emphasized. This study analyzes the extent to which two theoretically and managerially important factors—attendance frequency (i.e. first-time attendee vs repeat attendee) and resident type (i.e. local resident vs domestic traveler)—impact value creation in the recurring live sporting event setting.

Design/methodology/approach

Data were collected from spectators who attended a National Association for Stock Car Auto Racing (NASCAR) sanctioned racing event. Multigroup structural equation modeling was performed to examine the proposed pathways, and multigroup t-tests were used to compare the model across both groups for each moderating variable. Corresponding path coefficients were then compared using Chin's (2004) recommended equations and procedures.

Findings

The study found organization-related value propositions to be the more common antecedents of value, while customer appearance had a strong negative association with hedonic value, and attendance frequency and resident type influenced certain value perceptions. Sport organizations should consider the expectations and motivations of various customer groups and provide offerings designed to meet the specific needs of different fan segments based on the spectator's experience with the sport product and the distance traveled to attend the sport event.

Originality/value

This paper advances the authors’ understanding of value creation in sport by showing how customer perceptions of value associated with the sport organization and other customers can be moderated by certain behavioral and geographic factors.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 1 October 2010

Kevin K Byon, Michael Cottingham and 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…

Abstract

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 States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 25 May 2021

Zack P. Pedersen, Kyungyeol (Anthony) Kim, Kevin K. Byon and Antonio S. Williams

The purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game.

Abstract

Purpose

The purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game.

Design/methodology/approach

Using four forms (i.e. fighting, verbal assault, disrupting play and throwing missiles) of spectators dysfunctional behavior (SDB), two experiments (N = 252 for Study 1 and N = 92 for Study 2) were conducted in which video clips corresponding to the four types of SDB were used as experimental stimuli.

Findings

The findings indicate that participants enjoyed viewing spectators running onto the field of play significantly more than the other forms of SDB (i.e. fighting, verbal assaults and throwing missiles). The results also show no significant difference between how much spectators enjoyed the actions of fighting, verbal assault and throwing missiles.

Originality/value

The novelty of this study include the usage of a multidimensional approach to the concept of SDB and testing for a positive outcome pertaining to SDB that has largely, if not fully, been examined using negative inputs and outputs.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 26 April 2018

Kyungyeol (Anthony) Kim, Kevin K. Byon, Hansung Song and Kyungsik Kim

The purpose of this paper is to highlight the role that employees play in helping embed a corporate social responsibility (CSR)-advocated culture into their organizations…

Abstract

Purpose

The purpose of this paper is to highlight the role that employees play in helping embed a corporate social responsibility (CSR)-advocated culture into their organizations through a voice behavior. This study examines: first, the effect of employees’ negative perceptions (i.e. persuasion knowledge (PK)) of CSR on voice behavior; second, the influence of employees’ motivational dispositions regarding goals (i.e. promotion focus) on voice behavior; and third, the positive moderating effect of promotion focus in the negative relationship between PK and voice behavior.

Design/methodology/approach

Data were gathered from 168 employees representing all five Korean professional sport organizations at an inaugural sport marketing workshop, a moderated multiple regression analysis was performed to test the hypotheses.

Findings

The results indicated a marginal negative effect of PK on voice behavior and a significant positive effect of promotion focus on voice behavior. Further, it was found that promotion focus played a positive moderating role in the negative relationship between PK and voice behavior.

Originality/value

Although employees bear much of the burden of and responsibility for enacting ethical and competitive CSR practices, a paucity of the research has addressed their contributions to CSR as internal promoters of the activities. The present study contributes to the CSR literature by focusing on the role of employees in voicing CSR and empirically examining how promotion focus played a positive role in the relationship between PK and voice behavior.

Details

Management Decision, vol. 56 no. 8
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 16 April 2020

Jingxian (Cecilia) Zhang, Kevin K. Byon, Kaijuan Xu and Haiyan Huang

The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the…

Abstract

Purpose

The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes in relationships among event impacts, satisfaction and behavioral intentions of host city residents before and after a major sporting event.

Design/methodology/approach

We used panel data to estimate how resident responses change over time. The data were collected three months before (N before = 266) and three months after (N after = 266) the Nanjing Youth Olympic Games. Data were analyzed by confirmatory factor analysis (CFA), structural equation modeling (SEM) and invariance tests.

Findings

A significant relationship exists between negative and positive perceived sociocultural, economic, and environmental impacts, satisfaction and behavioral intentions. In addition, findings suggest that the effect of the sociocultural impacts on satisfaction and of satisfaction on behavioral intentions strengthened after the event. The relationship between positive environmental impacts and satisfaction was reduced across the two points in time. Our results indicate that residents’ assessment regarding the sporting event partially changed over the whole six-month course of the study.

Originality/value

This study differs from most recent research in that it examines the sociocultural, economic, and environmental event impacts in modeling residents’ satisfaction and testing the influence of negative event impacts on residents’ satisfaction and behavioral intentions. The current study contributes to the literature by emphasizing the changes that occur regarding the relationships among event impacts, satisfaction and behavioral intentions across the same respondents over time.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 29 April 2016

Suk-kyu Kim, Brian H. Yim, Kevin K. Byon, Jae-Gu Yu, Sung-Min Lee and Jae-Ahm Park

The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and…

Abstract

Purpose

The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and Performance Analysis (IPA).

Design/methodology/approach

The items were plotted on the four IPA dimensions, including: Concentrate Here; Keep Up the Good Work; Lower Priority; and Possible Overkill.

Findings

The results indicated that staff courtesy seems to be the strength of the event. However, concession quality, food prices, and arena accessibility, including restrooms at the Shanghai F-1 event, did not meet spectators’ expectations. In addition, the results suggested that in any spectator sporting event, food consumption helps to create a positive experience. Therefore, IPA revealed that service quality related to concessions, food pricing, and arena accessibility at the Shanghai F-1 are in need of immediate improvement, whereas staff courtesy and race visuals were satisfactory.

Originality/value

The findings will help marketers prioritize certain services and offer strategic direction in effective service provision by highlighting management problems.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 23 July 2020

Brian H. Yim and Kevin K. Byon

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV…

1067

Abstract

Purpose

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).

Design/methodology/approach

We collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.

Findings

Sport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).

Originality/value

This paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 28 April 2020

Kyungyeol Anthony Kim, Senyung Lee and Kevin K Byon

The purpose of this study is to evaluate the psychometric properties of each item in the Sport Spectator Identification Scale (SSIS) (Wann and Branscombe, 1993) using the…

Abstract

Purpose

The purpose of this study is to evaluate the psychometric properties of each item in the Sport Spectator Identification Scale (SSIS) (Wann and Branscombe, 1993) using the item response theory (IRT) and to provide evidence for modifications in the scale.

Design/methodology/approach

A total of 635 spectators of US professional sports responded to the seven-item SSIS on an eight-point semantic differential scale. The general partial credit model was fitted to the data.

Findings

The results revealed that four items (Items 1, 2, 3 and 5) provide a relatively high amount of information, whereas three items (Items 4, 6 and 7) provide a low amount of information, indicating different levels of measurement precision among the items. Furthermore, the results showed that some low-level response options were rarely selected by participants, indicating that it may not be necessary to include response options as many as eight within each item.

Originality/value

Unlike previous studies examining the psychometric properties of the SSIS as a whole, the present study provides information about the usefulness of each item of the SSIS in measuring individuals' team identification. Based on the findings, the authors identified some issues with the three problematic items, including the wording of the items and the link between the question and the target construct. The authors make several suggestions for researchers and practitioners in improving individual item quality and in making informed decisions when using the SSIS in the future.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

1 – 10 of 21