Department of Sport and Physical Education
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.
Sport video gaming, sport consumption behaviors, sport fan identification
Source Publication Title
Journal of Physical Education and Sport Management
© 2017 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution License 4.0.
Link to Publisher's Edition
Hong, S., & Magnusen, M. (2017). From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors. Journal of Physical Education and Sport Management, 8 (4), 41-49. https://doi.org/10.5897/JPESM2016.0272