How Confident Are You to Win Your Fantasy League: Exploring the Antecedents and Consequences of Winning Expectancy

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Dae Hee Kwak Indiana University

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Choong Hoon Lim Indiana University

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Woo Young Lee University of Central Missouri

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Joseph Mahan III Temple University

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The purpose of this study is to propose a conceptual model for investigating the antecedents and consequences of winning expectancy in the fantasy sport consumption context. Employing the illusion of control theory as a conceptual framework, the study hypothesized that perceived football knowledge, perceived ease of use the service Website, and enjoyment as predictors of winning expectancy and time and money involvement as consequences. The proposed model is tested using a convenience sample (N = 244) of college students and the SEM results supported all hypotheses. Further, the proposed model was more parsimonious and performed better than the competing model.

Lim and Kwak are with the Dept. of Kinesiology, Indiana University, Bloomington, IN. Lee is with the Dept. of Kinesiology, University of Central Missouri, Warrensburg, MO. Mahan is with the School of Tourism and Hospitality Management, Temple University, Philadelphia, PA.

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