Journal of Physical Education and Sport Management
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Article Number - DD13E3265221


Vol.8(4), pp. 41-49 , July 2017
DOI: 10.5897/JPESM2016.0272
ISSN: 1996-0794



Full Length Research Paper

From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors



Sung, I.L. Hong
  • Sung, I.L. Hong
  • Hong Kong Baptist University, Hong Kong.
  • Google Scholar
Marshall Magnusen
  • Marshall Magnusen
  • Baylor University, United States.
  • Google Scholar







 Received: 30 June 2016  Accepted: 28 June 2017  Published: 31 July 2017

Copyright © 2017 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0


Insufficient attention has been given to the relationship between sport video games and sport consumer behaviors even though sports and sport video games are popular, multi-billion dollar industries. The purpose of this study is two-fold. First, examine the effects of sport video gamer identification on sport consumption behaviors. Second, investigate the extent which sport fan identification moderates the relationship between identifying as a sport video gamer and sport consumption behaviors. A structural equation modeling (SEM) technique was employed to test the hypothesized relationships. The results indicated that sport video gamer identification had a positive impact on sport consumption behaviors, but sport fan identification did not moderate the relationship between sport video gamer identification and sport consumption behaviors. Though the results were mixed, connecting sport organizations with sport video gamers does appear worthwhile because playing sport video games and identifying as a sport video gamer may lead to sport consumption behaviors.

Key words: Sport video gaming, sport consumption behaviors, sport fan identification.

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APA Sung, I.L. H., & Magnusen, M. (2017). From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors. Journal of Physical Education and Sport Management, 8(4), 41-49.
Chicago Sung, I.L. Hong and Marshall Magnusen. "From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors." Journal of Physical Education and Sport Management 8, no. 4 (2017): 41-49.
MLA Sung, I.L. Hong and Marshall Magnusen. "From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors." Journal of Physical Education and Sport Management 8.4 (2017): 41-49.
   
DOI 10.5897/JPESM2016.0272
URL http://www.academicjournals.org/journal/JPESM/article-abstract/DD13E3265221

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