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Purpose The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification between first-time and repeat spectators. Design/methodology/approach Research participants (N = 540) were spectators at the Shanghai Masters over a span of seven days. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). Findings Significant, positive relationships were found between core market demand and event identification, and between core market demand and behavioral intentions. In contrast, peripheral market demand only had significant, positive effect on event identification; however, findings revealed that event identification fully mediated the relationships between peripheral market demand and behavioral intentions. Additionally, the effect of peripheral market demand on event identification was greater among first-time spectators than repeat spectators. Originality/value This study contributed to the application of PLS-SEM in sport management research by adopting a formative-formative hierarchical component model (HCM) to address the prevailing measurement model misspecification of market demand constructs. The findings highlighted the merits of promoting market demand associated with recurring hallmark sporting events and the importance of enhancing event identification through differential market penetration schemes across different spectator groups.
Lei Luo; Tyreal Yizhou Qian; Gregg Rich; James J. Zhang. Impact of market demand on recurring hallmark sporting event spectators: an empirical study of the Shanghai Masters. International Journal of Sports Marketing and Sponsorship 2021, ahead-of-p, 1 .
AMA StyleLei Luo, Tyreal Yizhou Qian, Gregg Rich, James J. Zhang. Impact of market demand on recurring hallmark sporting event spectators: an empirical study of the Shanghai Masters. International Journal of Sports Marketing and Sponsorship. 2021; ahead-of-p (ahead-of-p):1.
Chicago/Turabian StyleLei Luo; Tyreal Yizhou Qian; Gregg Rich; James J. Zhang. 2021. "Impact of market demand on recurring hallmark sporting event spectators: an empirical study of the Shanghai Masters." International Journal of Sports Marketing and Sponsorship ahead-of-p, no. ahead-of-p: 1.
An emerging form of social media service – livestreaming – has been increasingly adopted by sports organizations to foster fan engagement. The National Football League (NFL) is no exception to this trend as it collaborates with Twitch, one of the most popular livestreaming platforms, to broadcast Thursday Night Football (TNF). By leveraging Twitch’s video game personalities (streamers), the new format of sports livestreaming, also known as co-streaming, allows the co-creation of TNF experience characterized by personalized commentary and ample socialization opportunities. Given the novel partnership, the current study drew from service-dominant logic (S-D logic) to examine the relationships among co-streamer expertise, co-streamer identification, co-streaming fit, virtual interactions, and continuous watching intentions. Results obtained from an empirical study on 2019 TNF co-streaming showed that both co-streaming fit and virtual interactions positively impacted continuous watching intentions. More importantly, co-streaming fit mediated the effects of co-streamer expertise and viewer identification on behavioral proclivities. Among highly identified viewers, co-streamer expertise had a greater impact on co-streaming fit. Findings gleaned from this study broadened the applicability of S-D logic and advanced the understanding of value co-creation in sports livestreaming.
Tyreal Yizhou Qian. Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming. Sport Management Review 2021, 1 -22.
AMA StyleTyreal Yizhou Qian. Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming. Sport Management Review. 2021; ():1-22.
Chicago/Turabian StyleTyreal Yizhou Qian. 2021. "Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming." Sport Management Review , no. : 1-22.
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.
Tyreal Yizhou Qian; Jerred Junqi Wang; James Jianhui Zhang; John Hulland. Fulfilling the Basic Psychological Needs of Esports Fans: A Self-Determination Theory Approach. Communication & Sport 2020, 1 .
AMA StyleTyreal Yizhou Qian, Jerred Junqi Wang, James Jianhui Zhang, John Hulland. Fulfilling the Basic Psychological Needs of Esports Fans: A Self-Determination Theory Approach. Communication & Sport. 2020; ():1.
Chicago/Turabian StyleTyreal Yizhou Qian; Jerred Junqi Wang; James Jianhui Zhang; John Hulland. 2020. "Fulfilling the Basic Psychological Needs of Esports Fans: A Self-Determination Theory Approach." Communication & Sport , no. : 1.
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.
Brandon Mastromartino; Tyreal Y. Qian; Jerred J. Wang; James J. Zhang. Developing a Fanbase in Niche Sport Markets: An Examination of NHL Fandom and Social Sustainability in the Sunbelt. Sustainability 2020, 12, 1115 .
AMA StyleBrandon Mastromartino, Tyreal Y. Qian, Jerred J. Wang, James J. Zhang. Developing a Fanbase in Niche Sport Markets: An Examination of NHL Fandom and Social Sustainability in the Sunbelt. Sustainability. 2020; 12 (3):1115.
Chicago/Turabian StyleBrandon Mastromartino; Tyreal Y. Qian; Jerred J. Wang; James J. Zhang. 2020. "Developing a Fanbase in Niche Sport Markets: An Examination of NHL Fandom and Social Sustainability in the Sunbelt." Sustainability 12, no. 3: 1115.
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.
Tyreal Yizhou Qian; Jerred Junqi Wang; James Jianhui Zhang; Laura Zhenqiu Lu. It is in the game: dimensions of esports online spectator motivation and development of a scale. European Sport Management Quarterly 2019, 20, 458 -479.
AMA StyleTyreal Yizhou Qian, Jerred Junqi Wang, James Jianhui Zhang, Laura Zhenqiu Lu. It is in the game: dimensions of esports online spectator motivation and development of a scale. European Sport Management Quarterly. 2019; 20 (4):458-479.
Chicago/Turabian StyleTyreal Yizhou Qian; Jerred Junqi Wang; James Jianhui Zhang; Laura Zhenqiu Lu. 2019. "It is in the game: dimensions of esports online spectator motivation and development of a scale." European Sport Management Quarterly 20, no. 4: 458-479.
This study explored and evaluated the dimensions and consequences of esports online spectator demand. In doing so, we identified preliminary dimensions of esports online spectator demand based on semistructured interviews and online open-ended surveys. Findings resulted from the qualitative study were adopted as the foundation to develop the Scale for Esports Spectator Demand (SESD). To validate the SESD and assess the impact of the SESD factors on consumers’ cognitive and behavioral outcomes, a sample of esports online spectators ( N = 1,309) responded to a survey containing the SESD, which was randomly split into two halves, with one half for an exploratory factor analysis and the other half for a confirmatory factor analysis and structural equation modeling analyses. A total of 32 items under eight SESD factors were confirmed. While demand factors including commentary features, player characteristics, event attractiveness, and schedule convenience have been found in traditional sport contexts, chat room, streamer traits, stream quality, and virtual rewards appeared to be unique in esports. All eight SESD factors, excluding schedule convenience, were significantly predictive of one or more of the outcomes associated with esports consumption.
Tyreal Yizhou Qian; James Jianhui Zhang; Jerred Junqi Wang; John Hulland. Beyond the Game: Dimensions of Esports Online Spectator Demand. Communication & Sport 2019, 8, 825 -851.
AMA StyleTyreal Yizhou Qian, James Jianhui Zhang, Jerred Junqi Wang, John Hulland. Beyond the Game: Dimensions of Esports Online Spectator Demand. Communication & Sport. 2019; 8 (6):825-851.
Chicago/Turabian StyleTyreal Yizhou Qian; James Jianhui Zhang; Jerred Junqi Wang; John Hulland. 2019. "Beyond the Game: Dimensions of Esports Online Spectator Demand." Communication & Sport 8, no. 6: 825-851.