July 2017

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

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...

Author(s): Sung, I.L. Hong and Marshall Magnusen