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Youngjin Hur, Yong Jae Ko and Joseph Valacich

The purpose of this study was to propose and test a conceptual model of online sport consumption motivation and concerns when using the Internet for sport information and shopping. The proposed model is based on current conceptualization of motivation and concerns when using the Internet. The proposed model consists of five types of motivation (i.e., convenience, information, diversion, socialization, and economic) and four types of concern (i.e., security and privacy, delivery, product quality, and customer service). To test this model, the scale of motivation for online sport consumption was developed. A structural equation model test with a convenience sample of 222 sports participants supported the conceptualization of motivation and concerns. Motivation positively influenced sport fans’ actual usage of sport-related Web sites, but no significant path coefficient was found from concerns to motivation and actual usage. Given these results, implications for future research and practice are discussed.

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Brody J. Ruihley and Robin L. Hardin

Fantasy sport joins competition, sport knowledge, and socialization into one interactive sport activity. This research specifically focuses on the socialization aspects of the activity. This analysis addresses overall satisfaction in fantasy sport, future intentions to return to the activity, and reasons why fantasy sport users (FSUs) do or do not use message boards. Data were collected from 322 FSUs in a questionnaire format using quantitative-scale items and qualitative open-ended questions. The results indicate 62.1% (n = 200) of the sample using message boards in their fantasy sport experience. Reasons for their use were based on the themes of logistical conversation, socializing, surveillance, and advice or opinion. FSUs chose not to use message boards for reasons based on no interest, information, time, and alternative options. Other results indicate that those using message boards have higher overall satisfaction and future use intentions than those not using message boards. This suggests that message boards enhance the fantasy sport experience.

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Youngjin Hur, Yong Jae Ko and Joseph Valacich

The Internet website has become an effective marketing vehicle for sport organizations. The purpose of this study was to examine theoretical relationships between key variables of online sport consumption behavior such as sport consumers’ perceptions of sport website quality, satisfaction, and behavioral loyalty to the websites. In addition, the mediating effect of e-satisfaction between website quality and e-loyalty was examined. The results of data analyses using structural equation model tests revealed that loyalty to a sport team’s website was more likely to occur as sport fans developed positive perceptions and satisfaction with the website. The results also suggested that consumer e-satisfaction is an important mediating variable between sport website quality and e-loyalty.

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Andrew C. Billings, Melvin Lewis, Kenon A. Brown and Qingru Xu

audience characteristics affect social engagement with television programming . Journal of Broadcasting & Electronic Media, 59 ( 2 ), 240 – 258 . doi:10.1080/08838151.2015.1029122 10.1080/08838151.2015.1029122 Ha , J.-P. , Ha , J.-H. , & Han , K. ( 2013 ). Online sport consumption motives: Why

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Michael Kirkwood, Sheau-Fen Yap and Yingzi Xu

power of these roles can be highly influential and important to the functionality and dynamism of the online sport-consumption experience. Thus, this study has strong implications for customized communication and relationship-marketing strategies in the sporting arena. Contextual Setting Of particular

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Brendan Dwyer, Joshua M. Lupinek and Rebecca M. Achen

this study was an important step in examining female fantasy participants, five of the seven scales utilized were created outside of the context of fantasy football or fantasy sports (online sport consumption or event attendance). Of the two scales that were created with fantasy participants, the