The current study revisited the satisfaction-loyalty paradigm in a hedonic consumption context that involves a learning component. In particular, this study involved actual users (N = 328) of a specific sport video game (FIFA soccer), to examine the structural relationships among the constructs of: game satisfaction, hedonic attitudes toward the brand, gaming skill, and brand loyalty. Contrary to existing research in this area, SEM results indicated that customer satisfaction did not have a direct effect on loyalty. The relationship between game satisfaction and loyalty was mediated by positive brand attitudes and perceived gaming skill. The applied and theoretical implications of the findings are discussed along with limitations and future directions for research.
Dae Hee Kwak, Stephen McDaniel and Ki Tak Kim
Yongjae Kim and Stephen Ross
This study examined the impact of repetitive sport video gaming on sport brand attitudes, attitude strength (e.g., attitude accessibility and confidence), and the attitude-behavior relationship. An experiment was designed to demonstrate the attitude-behavior consistency in a hypothetical choice context. The results indicated that repeated exposure to sport video games emulating a real-life sport influences sport attitude and its strength, and subsequently hypothetical choice behavior. The sport attitudes formed on virtual sport experience (e.g., playing sport video games repetitively) are as accessible and held with the same degree of confidence as those formed on direct experience (e.g., watching a sport on TV). The findings also confirmed the moderating effect of attitude confidence on the attitude-behavior relationship.
Choong Hoon Lim, Tywan G. Martin and Dae Hee Kwak
The current study employs the hedonic paradigm model (Hirschman & Holbrook, 1982) to investigate the interceding function of emotions on the relationship between personality (i.e., risk taking) and attitude toward mixed martial arts. This study also examines sport-media (e.g., television) consumption of a nontraditional sport. Structural equation modeling was used to examine the proposed model incorporating risk taking, pleasure, arousal, attitude, and actual consumption behavior. The study found a significant mediation effect of emotion (pleasure and arousal) in the relationship between risk taking and attitude. In addition, attitude showed a direct and significant influence on actual media-consumption behavior. Theoretical and practical implications of the results are discussed, along with future directions for research.
Marion E. Hambrick and Per G. Svensson
Sport organizations can use social media to build relationships with current and potential stakeholders. These opportunities are pertinent for smaller niche and sport-for-development-and-peace (SDP) organizations, which rarely receive the same media and consumer attention as their larger, more mainstream counterparts. This study examined the role of social media with 1 SDP organization and used qualitative data collection and analysis to explore what social-media platforms the staff members selected, how they used these platforms, and what benefits and challenges they faced with this use. Their identified social-media activities were 3-fold: disseminating news, promoting events, and educating stakeholders. Some hurdles arose with this use, in particular attempting to engage readers in conversations and ensuring that the posted messages uniformly relayed organizational goals. SDP and other organizations can use social media to achieve communication objectives but should recognize the potential challenges associated with these efforts.
Kenon A. Brown, Simon Ličen, Andrew C. Billings and Michael B. Devlin
Given Slovenia’s independence in 1991, examining the potential impact of Olympic media consumption on this young nation offers a unique opportunity for scholarly investigation. Prior examinations of Olympic telecasts in Slovenia have uncovered core elements of nationalized pride and focus (Ličen & Billings, 2013a), yet have not fully explored the potential effect of the mass viewership found within the Olympics. This study explores how social cognitive and social identification theories interact to influence consumption behaviors relating to international competition—in this case, the Olympics. For this study, 175 respondents were surveyed to examine the relationship among personal determinants defined by one’s national identity, Olympic fan involvement, and behaviors related to Olympic media consumption. Findings revealed that basic identification with Slovenia as a nation, and a need to defend Slovenia when faced with discouraging opinions, influenced one’s fan involvement with the Olympics, which in turn influenced digital and televisual media consumption.
Paul Turner and David Shilbury
Environmental factors such as emerging technology, globalization, economic reform and social change are creating a background in which sporting organizations must seek to quickly adapt to manage their ongoing activities and operations. Focusing on emerging technology in the area of sport broadcasting, this research examined six preconditions for interorganizational relationship (IOR) formation from the perspective of professional football clubs in Australia. Based upon theories derived from the IOR literature, these six preconditions for IOR formation were considered to determine if emerging broadcasting technologies impact on IOR formation between Australian Football League (AFL) and National Rugby League (NRL) clubs and broadcasters. Semistructured in-depth interviews with senior managers of 11 AFL, and 10 NRL clubs were undertaken and data analyzed, coded and emergent themes identified. Results indicate that professional club managers display most of these attributes that precipitate the preconditions for IOR formation, but although these preconditions exist, there is little willingness by the clubs to formulate IORs with sport broadcasters.
Daniel S. Mason and Trevor Slack
This paper examines the professional hockey industry to explore the principles of agency theory. Using basic tenets derived from the agency literature and conditions specific to the hockey industry, a series of propositions are developed. These are investigated using data from industry documents, popular articles on hockey, and interviews with players, agents, team managers and other relevant industry stakeholders. The results suggested that concerns for agent reputation, agent competition, agent certification and salary disclosure have cumulatively reduced information asymmetry favoring the agent and have decreased the likelihood of agent opportunism. This has resulted in a decrease in the use of commissions by agents, but this form of performance contingent compensation remains the most widely used form of remuneration.
Agnes Kovacs, Tamas Doczi and Dunja Antunovic
repair, and many others. The role of social media in the relationship between athletes and sport journalists is an area that merits further scholarly attention ( Reed, 2011 ). This is particularly true for research specific to Olympic athletes’ media use. Scholars have examined the positive and negative
Samuel Y. Todd, Charles W. Jones and Walker Ross
relationship. She has a vibrant, outgoing personality and finds enjoyment in maintaining strong relationships with her clients. While the travel and long hours on the road were initially gratifying to Shelley, these days she finds herself longing for time to spend with her growing family. Javier Montgomery