Research questions: To tackle the idiosyncrasies associated with esports online spectatorship, the study was designed to: (a) develop the Motivation Scale of Esports Spectatorship (MSES) and (b) identify what motivates people to watch esports in an online environment. Research methods: In phase 1 of the study, qualitative data were collected from 8 semi-structured interviews and online open-ended surveys (n = 207). Phase 2 implemented a series of quantitative components to test the motives identified in phase 1 and develop the MSES on two samples of esports online spectators. Exploratory factor analysis (n = 671), confirmatory factor analysis (n = 638), and structural equation modeling analysis (n = 638) were performed to validate the MSES. Results and findings: Skill improvement and vicarious sensation were the unique motives that emerged in the esports context. Distinct perspectives were found regarding skill appreciation and socialization opportunity. Friends bonding, competition excitement, competitive nature, entertaining nature, dramatic nature, and game knowledge were found to mirror the motives of traditional sport consumers. Implications: The study made an initial attempt to provide insights for scholars and practitioners to understand the fast-growing esports consumer market. This study contributes to a growing body of sport spectatorship literature by being one of the pioneering esports studies to investigate how the integration of interactive and immersive experiences (e.g. first-person view, chat room, and personality streams) impact esports spectators’ motivation and behaviors.

This study examines esports fans’ psychological processes and pertinent behaviors through the lens of the self-determination theory (SDT). The extent to which the esports fans’ basic psychological needs—that is, competence, autonomy, and relatedness—are satisfied were assessed by using a composite latent variable model. Findings derived from the data analyses confirmed the relevance of the SDT in explaining pertinent information on need satisfaction, motivation, and related consumption behaviors. In particular, relatedness was identified as the most salient basic psychological need dimension, suggesting that satisfying this need is critically important for esports consumption. Both the inquiry protocol and the findings of this investigation contribute to the existing literature on motivation by developing an SDT model in esports media studies. Further discussions were made on deciphering the opportunities and challenges associated with the burgeoning esports industry.

Through developing the Sport Fan Sense of Community (SFSC) scale, this study examined the factors that would constitute a sense of membership in a sport fan community, the impact of these factors on behavioral and psychological outcomes of membership, and their influence on the creation and maintenance of social capital through membership in the sport fan community. Sport fans ( N = 525) were surveyed and data were analyzed through a two-step confirmatory factor analysis and subsequent structural equation model analyses. A total of 17 items under five key factors were resulted for the SFSC scale, including Collective Unity, Positivity, Inclusivity, Social Opportunities, and Knowledgeable Members. These factors significantly ( p < .05) contributed to the psychological outcomes related to cognitive and affective benefits, as well as behavioral outcomes of increased game attendance, merchandise sales, and positive word of mouth. An individual’s sense of membership in the fan community also contributed to his/her bridging and bonding of social capital. This study built on previous conceptualizations of sport fan communities and developed the SFSC scale to delineate, specify, and measure one’s sense of membership in a fan community. The findings help further the theoretical understanding of sport fan communities and also provide evidence for sport organizations to identify operational areas in which they can communicate with consumers in order to create, channel, and sustain stronger communities.

Purpose: This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.Design/methodology/approach: The participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.Findings: The results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.Originality/value: The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.

Research questions: The current study is aimed at providing preliminary answers to two research questions: (1) What salient self-images do people pursue for self-expression in the context of sport participation? (2) To what extent does participant desired self-image (PDSI) influence consumer behavior? Research methods: In Phase 1 of the study, a comprehensive review of literature, two focus groups, and an open-ended survey (N = 113) were conducted to generate the initial pool of self-images. In Phase 2, an exploratory factor analysis using online survey data (N = 370) was conducted to explore the underlying factor structure of PDSI. In Phase 3, a confirmatory factor analysis and a structural equation modeling analysis using online survey data (N = 483) were conducted to validate the proposed PDSI scale and test the influence of PDSI on consumer behavior. Results and findings: A PDSI measurement scale was developed and validated, resulting in 19 desired self-images under three dimensions: inner self-merit, lifestyle pursuance, and social self-presentation. Findings of the structural relationship model revealed that PDSI influenced personal involvement, money expenditure, and time expenditure. Implications: This study preliminarily unearthed salient items in PDSI, highlighted the symbolic nature of sport activities, and demonstrated the importance of PSDI in sport participation. These findings provided implications for practitioners to accommodate PDSI through long-term and integrated marketing efforts and shed a light on studies in branding, community sport, and public health.

In the modern day sport marketplace, professional sport teams face tough competition to build and sustain a viable fan base. This study sought to address three research questions: (a) what are the factors that contribute to the socialization of sports fans in niche sport markets? (b) How do team-led and fan-led initiatives work to socialize fans? Finally, (c) to what extent do the socialization factors affect identify as a sports fan for a niche sport and overall fan consumption behavior? A questionnaire was administered to 535 NHL fans and data were analyzed through conducting an Exploratory Factor Analysis, Exploratory Factor Analysis and Structural Equation Modeling. The most notable findings revealed that influences from family or media exposure did not play a factor in the socialization of these fans, signaling the uniqueness of Sunbelt regional marketplace and a departure from traditional beliefs. Discussions are focused on interpreting theoretical and practical implications for socializing individuals into being hockey fans, growing professional hockey, projecting sustainable development, and providing a framework for other sport leagues.