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Yong Jae Ko, Yonghwan Chang, Wonseok Jang, Michael Sagas, and John Otto Spengler

of the diverse sport markets in today’s economy, the need for systematic research on sport consumption decision making is evident. Over several decades, scholars have suggested that examining fundamental psychological constructs such as personality traits is an effective way to understand and predict

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Masayuki Yoshida, Mikihiro Sato, and Jason Doyle

understand the relationship between sport consumption and well-being ( Inoue et al., 2020 ). While scholars have begun to explore subjective vitality, at least two opportunities have emerged from the existing literature. First, although past studies have suggested that a positive relationship exists between

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Yann Abdourazakou, Xuefei (Nancy) Deng, and Gashaw Abeza

have made significant contributions to our understanding of sport fans’ consumption of social media for a variety of purposes. This study seeks to examine and address the research gap the remains in the literature regarding the season ticket holders’ social media usage during live sport consumption. In

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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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Jeeyoon Kim and Jeffrey D. James

subjectively assessed based on hedonic experiences in daily life ( Diener, Lucas, & Oishi, 2002 ). A fundamental question for sport consumer SWB research is whether sport consumption leads to SWB benefits. Defined in economic terms, sport participation, sport spectating, and sport media viewing are the three

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Jeffrey D. James

The current study was a measurement of whether or not females and males were equally likely to report being sport fans, and to identify whether the motives influencing the consumption of women’s college basketball were different than the motives influencing the consumption of men’s college basketball. Fans of women’s basketball and fans of men’s basketball were compared on nine sport consumption motives. Data for the project came from 318 fans attending women’s basketball games and 316 fans attending men’s basketball games. Based upon the results, men had significantly higher sport fan ratings than women. There were significant differences between females and males on two of the sport consumption motives, Aesthetics and Knowledge. Men reported a greater appreciation for the natural beauty in the game of basketball, and greater enjoyment of games because of their knowledge of basketball. There was no significant difference between the two motives rated highest by women and men, the Action in games and the opportunity to Escape from one’s daily routine. The reasons for watching and following a specific sport were similar for females and males, regardless of the sex of the athletes.

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Joon-Ho Hang

This study develops a decision-making process model for participant sport consumption that integrates self-participant image congruency (SIC), attitude, and intentions. SIC is the degree of congruency between one's self-concept and her/his participant's stereotypical image in a given context of sport or exercise involvement. Attitudes toward participation refer to an overall utilitarian evaluation of the behavior whereas intentions reflect decisions (Fishbein, 1980). A structural model is developed that incorporates SIC (as image-based evaluations) and attitudes (as utilitarian evaluations) as antecedents of intentions (as decisions) using LISREL8. Structural equation modeling analyses revealed that (a) both SIC and attitudes influence one's decision to initiate sport or exercise participation in the consumption context but attitudes have greater impact than SIC, and (b) both actual and ideal self-concepts are relevant in image-based decision-making processes.

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Joon-Ho Kang, Richard P. Bagozzi, and Jawang Oh

Although emotion has occasionally been examined as a dependent variable or outcome of physical activity involvement, it rarely has been studied as an antecedent. This study examines the role of emotion in decision-making processes for participant sport consumption. A structural model is proposed to integrate emotions with self-image congruency and attitudes as antecedents of the decision to initiate physical activity in the consumption context. Context effects were investigated by two scenarios: (1) joining a private health club and (2) skiing in an indoor ski resort. A total of 199 persons responded, and structural equation models were examined. The results indicate that emotion mediates the influence of attitudes and self-image congruency on the decision to join the club and resort. The pattern of the relationships among utilitarian, self-based, and emotive evaluations depends on the sport consumption context. Discussion of theoretical and practical issues is presented and directions for future research are suggested.

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Dan Cason, Minkyo Lee, Jaedeock Lee, In-Sung Yeo, and Edward J. Arner

investigated the relationship between gender, motivations, fandom, and sport consumption. Literature Review Sport Fans’ Motivations and Gambling There have been many studies that attempted to identify what factors motivate sport fans to consume sport-related product (e.g.,  Funk, Mahony, & Ridinger, 2002

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Damien Whitburn, Adam Karg, and Paul Turner

. , & Ko , Y.J. ( 2011 ). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework . Journal of Sport Management, 25 ( 6 ), 576 – 592 . doi:10.1123/jsm.25.6.576 10.1123/jsm.25.6.576 Kim , Y.K. , Trail , G.T. , Woo , B