The purpose of the study was twofold: a) to conceptualize and measure student-athlete “likeness” in the NCAA Football sport video games (SVGs) and b) to examine the impact of use of likeness on SVG consumption (i.e., purchase intention and word-of-mouth). Data (N = 621) were collected from NCAA Football SVGs users with experience in purchasing and playing the game. Descriptive statistics, t test, factor analysis, and hierarchical regression analyses showed that student-athlete likeness featured in NCAA Football SVGs were well perceived by gamers. The results indicated that dimensions of the student-athlete likeness were empirically supported in that the factors (i.e., identity value and identity use) were found to be positively related to purchase intention and word-of-mouth. Results were discussed with regards to theoretical and practical implications for sport managers in the legal and consumer behavior perspective.
Thomas A. Baker and Kevin K. Byon are with the University of Georgia in Athens, GA. Beth A. Cianfrone is with the Georgia State University in Atlanta, GA. John Grady is with the University of South Carolina in Columbia, SC. Address author correspondence to Kevin K. Byon at firstname.lastname@example.org.