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This study examined the effect of prior experience with esports gameplay on its antecedents and consequences. Prior experience is considered a significant factor in consumers’ intention and behavior, and in gameplay engagement it is considered the amount of gameplay time. While esports consumers are heterogeneous, only a few esports studies have been conducted. Thus, this study focused on prior esports gameplay experience to explain consumers’ behavior better and examine antecedents, esports gameplay intention, and live esports streaming content across two groups (i.e., high and low frequencies of esports gameplay). Data were collected via an online survey in Amazon Mechanical Turk (M-Turk) from esports consumers who engaged in esports gameplay and live-streaming. One-third of the median cases were excluded to create two groups designated by weekly esports gameplay hours. The results revealed different patterns in the two groups. Specifically, esports gameplay had no effect on engagement in live esports streaming content for consumers who played esport games frequently. However, gameplay intention predicted live esports streaming content engagement successfully in the group who played infrequently. These findings contributed to (1) esports research by demonstrating consumers’ heterogeneity, and the (2) extension of technology acceptance and use research in esports engagement by identifying the role of prior gameplay experience.
Wooyoung Jang; Kevin Byon; Hyunseok Song. Effect of Prior Gameplay Experience on the Relationships between Esports Gameplay Intention and Live Esports Streaming Content. Sustainability 2021, 13, 8019 .
AMA StyleWooyoung Jang, Kevin Byon, Hyunseok Song. Effect of Prior Gameplay Experience on the Relationships between Esports Gameplay Intention and Live Esports Streaming Content. Sustainability. 2021; 13 (14):8019.
Chicago/Turabian StyleWooyoung Jang; Kevin Byon; Hyunseok Song. 2021. "Effect of Prior Gameplay Experience on the Relationships between Esports Gameplay Intention and Live Esports Streaming Content." Sustainability 13, no. 14: 8019.
Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of the existing creating shared value-related studies have focused on firms in the general marketing field, there is a lack of research on the efficacy of creating shared value programs that are implemented by sporting goods companies. Thus, the objective of the present study was to examine the influence of consumers’ perceived creating shared value activities of sporting goods firm on brand image and customer loyalty in the context of the Korean sporting goods market. A total of 187 Korean sport consumers participated in the present study. Results indicated that sporting goods consumers’ perceived economic, social, and environmental values had significant impacts on brand image and, in turn, brand image positively affected customer loyalty. Consequently, the current study’s findings provide sporting goods firms with practical implications for launching creating shared value programs.
Sang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market. Sustainability 2021, 13, 7031 .
AMA StyleSang-Soo Kim, Woo-Yeul Baek, Kevin Byon, Sung-Bum Ju. Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market. Sustainability. 2021; 13 (13):7031.
Chicago/Turabian StyleSang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. 2021. "Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market." Sustainability 13, no. 13: 7031.
This study focuses on “game experiences” in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewing esports, and hardware enthusiasm. Four esports gameplay consumer groups are proposed (all-around gamer, conventional player, observer, recreational gamer) based on their prior esports experiences (esports gameplay, viewing esports content via media, and hardware enthusiasm). A total of 699 usable observations were initially collected by the online survey. Eventually, 508 observations were retained (127 for each group) for multivariate analysis of variance and subsequent univariate tests. The findings indicated the four esports gameplay consumer groups were empirically supported. Furthermore, this study found similarities and differences for each group based on the six antecedents of esports gameplay intention. The findings indicated hedonic motivation and price value might be considered general factors that may be applied to all esports consumers. Contrarily, the findings indicated that social influence, habit, effort expectancy, and flow might be suitable for tailored marketing strategies targeting esports consumer groups. Theoretically, the suggested esports experience will contribute to the growing body of knowledge aimed at understanding esports consumers' behavior through the consistent clustering of behavioral prior experience. Practically, the proposed esports consumers' clustering will contribute to more efficient marketing, with spending on more targeted marketing leading to effectively reaching the right people.
Wooyoung William Jang; Kevin K. Byon; Jennifer Pecoraro; Yosuke Tsuji. Clustering Esports Gameplay Consumers via Game Experiences. Frontiers in Sports and Active Living 2021, 3, 1 .
AMA StyleWooyoung William Jang, Kevin K. Byon, Jennifer Pecoraro, Yosuke Tsuji. Clustering Esports Gameplay Consumers via Game Experiences. Frontiers in Sports and Active Living. 2021; 3 ():1.
Chicago/Turabian StyleWooyoung William Jang; Kevin K. Byon; Jennifer Pecoraro; Yosuke Tsuji. 2021. "Clustering Esports Gameplay Consumers via Game Experiences." Frontiers in Sports and Active Living 3, no. : 1.
Purpose The purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game. Design/methodology/approach Using four forms (i.e. fighting, verbal assault, disrupting play and throwing missiles) of spectators dysfunctional behavior (SDB), two experiments (N = 252 for Study 1 and N = 92 for Study 2) were conducted in which video clips corresponding to the four types of SDB were used as experimental stimuli. Findings The findings indicate that participants enjoyed viewing spectators running onto the field of play significantly more than the other forms of SDB (i.e. fighting, verbal assaults and throwing missiles). The results also show no significant difference between how much spectators enjoyed the actions of fighting, verbal assault and throwing missiles. Originality/value The novelty of this study include the usage of a multidimensional approach to the concept of SDB and testing for a positive outcome pertaining to SDB that has largely, if not fully, been examined using negative inputs and outputs.
Zack P. Pedersen; Kyungyeol (Anthony) Kim; Kevin K. Byon; Antonio S. Williams. The relative influence of spectator dysfunctional behavior on spectator enjoyment in Major League Baseball. International Journal of Sports Marketing and Sponsorship 2021, ahead-of-p, 1 .
AMA StyleZack P. Pedersen, Kyungyeol (Anthony) Kim, Kevin K. Byon, Antonio S. Williams. The relative influence of spectator dysfunctional behavior on spectator enjoyment in Major League Baseball. International Journal of Sports Marketing and Sponsorship. 2021; ahead-of-p (ahead-of-p):1.
Chicago/Turabian StyleZack P. Pedersen; Kyungyeol (Anthony) Kim; Kevin K. Byon; Antonio S. Williams. 2021. "The relative influence of spectator dysfunctional behavior on spectator enjoyment in Major League Baseball." International Journal of Sports Marketing and Sponsorship ahead-of-p, no. ahead-of-p: 1.
Previous studies have paid little attention to spectators’ consumption behaviors and motives for watching different types of esports live-streaming and game genres. This study, therefore, investigates spectator motives and consumption behaviors based on the interaction effects of live-streaming types and game genres. Convenience sampling was conducted to collect 312 responses from Taiwanese individuals via the Professional Technology Temple. The measurement tools include the motivation scale for sport consumption, esports streaming consumption behaviors, and two moderators (i.e., game genres and live-streaming types). The moderating effects were examined using the PROCESS macro. The results showed that esports spectating motives and consumption behaviors are determined by different types of live-streaming and game genres. A matrix of esports spectator segments was developed to illustrate the findings and managerial implications. The study’s findings broaden our understanding of esports consumption behaviors and can contribute to the fast-growing esports marketing literature. In addition, the results are expected to help practitioners better segment their consumer groups to develop more tailored marketing programs.
Shang-Chun Ma; Kevin Byon; Wooyoung Jang; Shang-Min Ma; Tsung-Nan Huang. Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types. Sustainability 2021, 13, 4164 .
AMA StyleShang-Chun Ma, Kevin Byon, Wooyoung Jang, Shang-Min Ma, Tsung-Nan Huang. Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types. Sustainability. 2021; 13 (8):4164.
Chicago/Turabian StyleShang-Chun Ma; Kevin Byon; Wooyoung Jang; Shang-Min Ma; Tsung-Nan Huang. 2021. "Esports Spectating Motives and Streaming Consumption: Moderating Effect of Game Genres and Live-Streaming Types." Sustainability 13, no. 8: 4164.
This study was designed to examine the moderating effects of the power–distance belief (PDB) on the relationship between employees’ service failures and customers’ transactional and non-transactional outcomes in a fitness center context. To test the relationships among these variables, we employed two pretests and a main experiment. In Pretest 1, a critical incident technique (CIT) was used to identify the employees’ service failure situations in fitness centers. Then, in Pretest 2, we developed two written scenarios that described employees’ service failures according to low and high severity and confirmed the differences between these two scenarios with a manipulation check. In the main experiment, we employed scenarios to examine the relationships among service failures’ severity, PDB, and customers’ non-transactional and transactional outcomes. We used Hayes’ PROCESS macro to test the PDB’s single moderating effect on the relationship between the service failures’ severity and the customers’ responses. According to the results, the moderating effect on the relationship between the service failures’ severity and fitness center customers’ non-transactional and transactional behaviors was confirmed. We extended the understanding of fitness center customers’ reactions, depending upon individual PDB to service failures, by comparing low- and high-service failure situations. Our findings also suggest that segmenting fitness center customers may help managers recognize that their customers’ varying responses depend on PDB.
Hyunseok Song; Kevin Byon. Moderating Effect of the Power–Distance Belief on the Relationship between Employees’ Service Failures and Customers’ Behavioral Outcomes in the Sport Service Industry. International Journal of Environmental Research and Public Health 2021, 18, 2488 .
AMA StyleHyunseok Song, Kevin Byon. Moderating Effect of the Power–Distance Belief on the Relationship between Employees’ Service Failures and Customers’ Behavioral Outcomes in the Sport Service Industry. International Journal of Environmental Research and Public Health. 2021; 18 (5):2488.
Chicago/Turabian StyleHyunseok Song; Kevin Byon. 2021. "Moderating Effect of the Power–Distance Belief on the Relationship between Employees’ Service Failures and Customers’ Behavioral Outcomes in the Sport Service Industry." International Journal of Environmental Research and Public Health 18, no. 5: 2488.
The purpose of this study was to propose and empirically test a sport spectator behavioral model. The model presented here is a micro-level perspective of value creation in the context of live sporting events. This study used directional hypotheses to compare the influence of different value dimensions on specific customer behaviors in the setting of North American professional sport. Structural equation modeling was performed to examine path coefficients for the hypothesized relationships in the model. Organization-related value propositions were found to be stronger predictors of perceived economic, hedonic, and social value. One exception to this was customer density, which negatively impacted certain value perceptions. The hedonic value was found to have the strongest influence on customer in-role and extra-role behavior. The behavioral model tested here can be used in future studies to examine how sport organizations and their customers can create value in the live event setting and how the roles performed by each stakeholder influence future behavior. Findings suggest there are several actions marketers and managers can take to increase customer perceived value and prompt spectators to attend future events or act as advocates for the organization.
Charles W. Jones; Kevin K. Byon; Antonio S. Williams; Paul M. Pedersen. Live Events and the Sport Customer: A Sport Spectator Quality-Value-Behavior Model. Journal of Global Sport Management 2020, 1 -21.
AMA StyleCharles W. Jones, Kevin K. Byon, Antonio S. Williams, Paul M. Pedersen. Live Events and the Sport Customer: A Sport Spectator Quality-Value-Behavior Model. Journal of Global Sport Management. 2020; ():1-21.
Chicago/Turabian StyleCharles W. Jones; Kevin K. Byon; Antonio S. Williams; Paul M. Pedersen. 2020. "Live Events and the Sport Customer: A Sport Spectator Quality-Value-Behavior Model." Journal of Global Sport Management , no. : 1-21.
Critics argue that service firms should pay more attention to human resource management’s psychological and voluntary aspects to contribute to overall organizational development. The purpose of this study was to investigate the effects of physical self-efficacy on the psychological well-being and organizational citizenship behavior among hotel employees and the moderating effects of leisure-time physical activity on the relationships between the previously mentioned variables. To achieve the research purpose, 346 hotel employees working at the room, food, beverage, and kitchen departments of 10 hotels located in Seoul, South Korea, participated in the study. The researchers visited their department meetings and provided a brief description of the present study and informed consent forms to participate in the study. After obtaining written informed consent forms, the researchers distributed the surveys and asked participants to complete them. Several statistical analyses, including descriptive statistics, confirmatory factor analysis (CFA) for examining the hypothesized model’s psychometric properties, and structural equation modeling (SEM) for testing the hypotheses were conducted using SPSS Ver. 23.0 and AMOS 23.0. Results revealed that perceived physical ability and self-presentation confidence, and psychological well-being positively affected organizational citizenship behavior. Perceived physical ability also had a positive effect on psychological well-being. Lastly, leisure-time physical activity had a partial moderating role in the relationships between the variables mentioned above. This study suggests that promoting employees’ participation in leisure-time physical activity is needed to improve service workers’ organizational citizenship behavior via physical self-efficacy and psychological well-being enhancement.
Ji-Hoon Kang; Yun-Ho Ji; Woo-Yeul Baek; Kevin K. Byon. Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees: Moderating Effects of Leisure-Time Physical Activity. International Journal of Environmental Research and Public Health 2020, 17, 8856 .
AMA StyleJi-Hoon Kang, Yun-Ho Ji, Woo-Yeul Baek, Kevin K. Byon. Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees: Moderating Effects of Leisure-Time Physical Activity. International Journal of Environmental Research and Public Health. 2020; 17 (23):8856.
Chicago/Turabian StyleJi-Hoon Kang; Yun-Ho Ji; Woo-Yeul Baek; Kevin K. Byon. 2020. "Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees: Moderating Effects of Leisure-Time Physical Activity." International Journal of Environmental Research and Public Health 17, no. 23: 8856.
Jingxian (Cecilia) Zhang; Kevin K. Byon; Yosuke Tsuji; Paul M. Pedersen. Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude. European Sport Management Quarterly 2020, 1 -23.
AMA StyleJingxian (Cecilia) Zhang, Kevin K. Byon, Yosuke Tsuji, Paul M. Pedersen. Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude. European Sport Management Quarterly. 2020; ():1-23.
Chicago/Turabian StyleJingxian (Cecilia) Zhang; Kevin K. Byon; Yosuke Tsuji; Paul M. Pedersen. 2020. "Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude." European Sport Management Quarterly , no. : 1-23.
Creating shared value has been a new strategic management paradigm for professional sport teams around the world. However, despite the active participation of professional sport teams in creating a shared value program, research that addresses its effectiveness appears to be very limited. The present study investigates the influence of sport fans’ perceived creating shared value on team trust and fan loyalty and the moderating effects of sport fans’ altruism on the relationship between creating shared value and team trust in the Korean professional volleyball league. A total of 198 Korean volleyball fans participated in the present study. Results revealed that sport fans’ perceived economic and social values had significant impacts on team trust and, in turn, team trust significantly affected fan loyalty. However, the moderating effect of sport fans’ altruism was not found on the relationships between creating shared value and team trust. Consequently, the present study’s findings may provide professional sport teams’ marketers with the rationale as to the effectiveness of launching creating shared value programs.
Sang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team. Sustainability 2020, 12, 7625 .
AMA StyleSang-Soo Kim, Woo-Yeul Baek, Kevin Byon, Sung-Bum Ju. Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team. Sustainability. 2020; 12 (18):7625.
Chicago/Turabian StyleSang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. 2020. "Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team." Sustainability 12, no. 18: 7625.
Kyungyeol Anthony Kim; Kevin Byon. The Dark Side of Spectator Behavior: Effects of Spectator Dysfunctional Behavior on Anger, Rumination, and Revisit Intention. Sport Marketing Quarterly 2020, 29, 228 -240.
AMA StyleKyungyeol Anthony Kim, Kevin Byon. The Dark Side of Spectator Behavior: Effects of Spectator Dysfunctional Behavior on Anger, Rumination, and Revisit Intention. Sport Marketing Quarterly. 2020; 29 (3):228-240.
Chicago/Turabian StyleKyungyeol Anthony Kim; Kevin Byon. 2020. "The Dark Side of Spectator Behavior: Effects of Spectator Dysfunctional Behavior on Anger, Rumination, and Revisit Intention." Sport Marketing Quarterly 29, no. 3: 228-240.
Purpose Recently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live-streaming content (by individual creators) is a new type of media consumption, which should be distinguished from esports event broadcast. Extending Jang and Byon’s finding, the purpose of this study is to examine the mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast because it allows the games to be more accessible to viewers due to two-way communication. In order to test for stability of the mediating effect of esports live content streaming, we examined the hypothesized model across the three genres (i.e. imagination [n = 224], physical enactment [n = 195], sport simulation [n = 179]). Design/methodology/approach Data (N = 598) were collected via an online survey from individuals who had experienced esports recreational gameplay. A total of 15 items with five dimensions (i.e. esports recreational gameplay, esports content live streaming, esports event broadcast, streamer identification, and pro-player identification) were adapted from existing studies. The two identification constructs and gender were used as control variables. Findings The model fit of the measurement model was found to be acceptable via CFA. The results of SEM indicated that the intention of esports content live streaming consumption played a full mediation role in the relationship between esports recreational gameplay behavior and the intention of esports event broadcast consumption. Additionally, we found the mediating effect of esports content live streaming across the three genres. Originality/value This study contributes to literature related to the esports consumer behavior by conceptualizing esports content live streaming and found that esports content live streaming represents a mechanism that underlies the relationship between esports recreational gameplay intention and esports event broadcast consumption.
Wooyoung William Jang; Kevin K. Byon; Thomas A. Baker Iii; Yosuke Tsuji. Mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast. Sport, Business and Management: An International Journal 2020, 11, 89 -108.
AMA StyleWooyoung William Jang, Kevin K. Byon, Thomas A. Baker Iii, Yosuke Tsuji. Mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast. Sport, Business and Management: An International Journal. 2020; 11 (1):89-108.
Chicago/Turabian StyleWooyoung William Jang; Kevin K. Byon; Thomas A. Baker Iii; Yosuke Tsuji. 2020. "Mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast." Sport, Business and Management: An International Journal 11, no. 1: 89-108.
The purpose of this study was to conceptualize social atmospherics in the context of esports attendance and examine the relationship among social atmospherics, affective responses, and behavioral intention. Based on review literature, we conceptualized social atmospherics as five dimensions in esports events’ environments: social density, suitable behavior, similarity, cosplay, and cheering behavior. Notably, cosplay (i.e., a portmanteau of the words “costumes” and “play”) and cheering behavior factors adopted from extant social atmospherics served to capture the unique features associated with esports events. Via an online survey, data were collected (n = 372) from esports fans who have experienced attending esports events. The data set was split into half; the first data set (n = 189) was used to examine the psychometric properties of the measurement model and the second data set (n = 184) was employed to test the hypothesized model. The initial model fit was not shown to be acceptable. The model was re-estimated using the second data set after dropping four items with low factor loadings, resulting in the acceptable model fit. The results via structural equation modeling indicated that cheering behavior, similarity, cosplay, and social density positively and significantly influenced affective responses and behavioral intention. However, there was no significant relationship between suitable behavior and affective responses. In terms of theoretical contributions, we tested a five-factor model of social atmospherics associated with esports events and its effects on behavioral intention through affective responses. The findings in this study extend the sportscape model (Wakefield and Sloan, 1995) by incorporating the mediating effect of affective responses and expand the utility of the Stimulus–Organism–Response (SOR) framework as a viable theory that can explain esports consumption behavior.
Wooyoung W. Jang; Kyungyeol A. Kim; Kevin K. Byon. Social Atmospherics, Affective Response, and Behavioral Intention Associated With Esports Events. Frontiers in Psychology 2020, 11, 1671 .
AMA StyleWooyoung W. Jang, Kyungyeol A. Kim, Kevin K. Byon. Social Atmospherics, Affective Response, and Behavioral Intention Associated With Esports Events. Frontiers in Psychology. 2020; 11 ():1671.
Chicago/Turabian StyleWooyoung W. Jang; Kyungyeol A. Kim; Kevin K. Byon. 2020. "Social Atmospherics, Affective Response, and Behavioral Intention Associated With Esports Events." Frontiers in Psychology 11, no. : 1671.
The Sport Fan MGB was developed by incorporating sport fan-specific variables to predict millennial sport fan consumption behaviors. However, the efficacy and usefulness of this Sport Fan MGB remain uncertain in comparison to other well-known behavioral models that include the original Model of Goal-Directed Behavior (MGB), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB). Therefore, the purpose of this study was to further validate the Sport Fan MGB by comparing it to MGB, TPB, and TRA. To examine its relative effectiveness and efficiency, a non-nested model comparison was conducted with AIC and R-square values. The results indicate that the Sport Fan MGB significantly increased variance explained in various sport consumption behaviors over the MGB, TRA, and TPB. Specifically, it added more explanatory power to the desire to engage in each behavior for the millennial sample. Therefore, the usefulness of the Sport Fan MGB in examining millennial sport fan consumption behavior has been empirically demonstrated.
Brian H. Yim; Kevin K. Byon. Validation of the Sport Fan Model of Goal-Directed Behavior: Comparison to Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-Directed Behavior. Journal of Global Sport Management 2020, 1 -21.
AMA StyleBrian H. Yim, Kevin K. Byon. Validation of the Sport Fan Model of Goal-Directed Behavior: Comparison to Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-Directed Behavior. Journal of Global Sport Management. 2020; ():1-21.
Chicago/Turabian StyleBrian H. Yim; Kevin K. Byon. 2020. "Validation of the Sport Fan Model of Goal-Directed Behavior: Comparison to Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-Directed Behavior." Journal of Global Sport Management , no. : 1-21.
Research question: The purpose of the study was to identify consumption traits that might influence millennial sport fan behavior. Research methods: We accomplished this objective by using mixed methods (i.e. review of literature, focus group (N = 18), and survey (N = 300)). We analyzed the millennial sport fan consumption traits by calculating descriptive statistics and conducting ANOVA to compare their traits with Baby Boomers and Generation X. Results and findings: The literature review revealed the five traits of millennial fan consumption: (a) technology-driven, (b) community-driven, (c) peer pressure (FoMO), (d) emotional consumption, and (e) fan engagement. These prominent traits also emerged from focus group interviews and the survey. Generational differences among sport fans were also found. Implications: With regard to theoretical and practical implications we identified traits that influenced millennial consumption behaviors. The results of the current study suggest that segmentation research is an effective and efficient way to reach target consumer groups, an approach that can benefit sport organizations. Differences among the three generations indicate the necessity of developing specific marketing strategies to target millennial fans, for which practitioners should apply five millennial consumption traits when deploying marketing strategies.
Brian H. Yim; Kevin K. Byon; Thomas A. Baker; James J. Zhang. Identifying critical factors in sport consumption decision making of millennial sport fans: mixed-methods approach. European Sport Management Quarterly 2020, 1 -20.
AMA StyleBrian H. Yim, Kevin K. Byon, Thomas A. Baker, James J. Zhang. Identifying critical factors in sport consumption decision making of millennial sport fans: mixed-methods approach. European Sport Management Quarterly. 2020; ():1-20.
Chicago/Turabian StyleBrian H. Yim; Kevin K. Byon; Thomas A. Baker; James J. Zhang. 2020. "Identifying critical factors in sport consumption decision making of millennial sport fans: mixed-methods approach." European Sport Management Quarterly , no. : 1-20.
The evaluation of event impact is practical and helpful in increasing event quality. From residents’ positive points of view, hosting sporting events brings both the community and the country together, increases investment, and stimulates administrative pollution controls. As such, scales were developed to assess various impacts associated with sporting events. However, some psychometric information is missing in existing event impacts research. The purpose of this study is to illustrate how to use Item Response Theory (IRT) to measure positive event impacts. The sample (N = 423) was collected between May 14 and May 31, 2014, before the commencement of the Nanjing Youth Olympic Games in China. Positive event impacts measurements from both Prayag, Hosany, Nunkoo, and Alders (2013 Prayag, G., Hosany, S., Nunkoo, R., & Alders, T. (2013). London residents’ support for the 2012 Olympic Games: The mediating effect of overall attitude. Tourism Management, 36, 629–640. doi:10.1016/j.tourman.2012.08.003[Crossref], [Web of Science ®] , [Google Scholar]) and Ma, Ma, Wu, and Rotherham (2013 Ma, S. C., & Rotherham, I. D. (2016). Residents’ changed perceptions of sport event impacts: The case of the 2012 Tour de Taiwan. Leisure Studies, 35(5), 616–637. doi:10.1080/02614367.2015.1035313[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]) were revised. The results indicate that the IRT approach yields invariant item parameters (i.e., discrimination and difficulty). In addition, advantages and utility of IRT in the sporting event context are discussed.
Jingxian (Cecilia) Zhang; Dubravka Svetina Valdivia; Kevin K. Byon. An Item Response Theory Analysis of Residents’ Perceived Sporting Event Impacts. Journal of Global Sport Management 2020, 1 -29.
AMA StyleJingxian (Cecilia) Zhang, Dubravka Svetina Valdivia, Kevin K. Byon. An Item Response Theory Analysis of Residents’ Perceived Sporting Event Impacts. Journal of Global Sport Management. 2020; ():1-29.
Chicago/Turabian StyleJingxian (Cecilia) Zhang; Dubravka Svetina Valdivia; Kevin K. Byon. 2020. "An Item Response Theory Analysis of Residents’ Perceived Sporting Event Impacts." Journal of Global Sport Management , no. : 1-29.
In facing fierce competition, fitness centers have encountered challenges of generating long-term economic sustainability. The construct of switching costs, which has garnered considerable attention as a sustainable strategy, suffers from conceptual confusion in the literature, limiting the applicability of the concept to fitness centers. The purpose of the study is to conduct a conceptual analysis of switching costs, thereby clarifying conceptual confusion and providing implications for fitness centers. To achieve the purpose, a conceptual analysis method was adopted, in which 376 switching costs articles were analyzed. The results show that (1) several terms have been used individually and interchangeably, (2) there is no consensus on the definition, (3) both unidimensional and multidimensional conceptualizations have been used, (4) model specification has rarely been done, and (5) a paucity of studies have been conducted in the context of the sport industry. Overall, we highlight the conceptual weaknesses of previous switching costs research and offer several recommendations and approaches to scholars who are interested in this line of research. Furthermore, the conceptual analysis brings attention to the importance of conceptualization (e.g., choosing a term, defining a construct) and how conceptual confusion might impinge on future research in the marketing literature.
Kyungyeol (Anthony) Kim; Kevin K. Byon; Heedong Choi. A Conceptual Analysis of Switching Costs: Implications for Fitness Centers. Sustainability 2020, 12, 3891 .
AMA StyleKyungyeol (Anthony) Kim, Kevin K. Byon, Heedong Choi. A Conceptual Analysis of Switching Costs: Implications for Fitness Centers. Sustainability. 2020; 12 (9):3891.
Chicago/Turabian StyleKyungyeol (Anthony) Kim; Kevin K. Byon; Heedong Choi. 2020. "A Conceptual Analysis of Switching Costs: Implications for Fitness Centers." Sustainability 12, no. 9: 3891.
PurposeThe purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).Design/methodology/approachWe collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.FindingsSport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).Originality/valueThis paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.
Brian H. Yim; Kevin K. Byon. Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior. International Journal of Sports Marketing and Sponsorship 2020, 21, 427 -447.
AMA StyleBrian H. Yim, Kevin K. Byon. Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior. International Journal of Sports Marketing and Sponsorship. 2020; 21 (3):427-447.
Chicago/Turabian StyleBrian H. Yim; Kevin K. Byon. 2020. "Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior." International Journal of Sports Marketing and Sponsorship 21, no. 3: 427-447.
PurposeThe purpose of this study is to evaluate the psychometric properties of each item in the Sport Spectator Identification Scale (SSIS) (Wann and Branscombe, 1993) using the item response theory (IRT) and to provide evidence for modifications in the scale.Design/methodology/approachA total of 635 spectators of US professional sports responded to the seven-item SSIS on an eight-point semantic differential scale. The general partial credit model was fitted to the data.FindingsThe results revealed that four items (Items 1, 2, 3 and 5) provide a relatively high amount of information, whereas three items (Items 4, 6 and 7) provide a low amount of information, indicating different levels of measurement precision among the items. Furthermore, the results showed that some low-level response options were rarely selected by participants, indicating that it may not be necessary to include response options as many as eight within each item.Originality/valueUnlike previous studies examining the psychometric properties of the SSIS as a whole, the present study provides information about the usefulness of each item of the SSIS in measuring individuals' team identification. Based on the findings, the authors identified some issues with the three problematic items, including the wording of the items and the link between the question and the target construct. The authors make several suggestions for researchers and practitioners in improving individual item quality and in making informed decisions when using the SSIS in the future.
Kyungyeol Anthony Kim; Senyung Lee; Kevin K Byon. How useful is each item in the Sport Spectator Identification Scale?: an item response theory analysis. International Journal of Sports Marketing and Sponsorship 2020, 21, 651 -667.
AMA StyleKyungyeol Anthony Kim, Senyung Lee, Kevin K Byon. How useful is each item in the Sport Spectator Identification Scale?: an item response theory analysis. International Journal of Sports Marketing and Sponsorship. 2020; 21 (4):651-667.
Chicago/Turabian StyleKyungyeol Anthony Kim; Senyung Lee; Kevin K Byon. 2020. "How useful is each item in the Sport Spectator Identification Scale?: an item response theory analysis." International Journal of Sports Marketing and Sponsorship 21, no. 4: 651-667.
Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.
Woo-Yeul Baek; Hyun-Seok Song; Doo-Han Kim; Kevin K. Byon. Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism. Sustainability 2020, 12, 3183 .
AMA StyleWoo-Yeul Baek, Hyun-Seok Song, Doo-Han Kim, Kevin K. Byon. Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism. Sustainability. 2020; 12 (8):3183.
Chicago/Turabian StyleWoo-Yeul Baek; Hyun-Seok Song; Doo-Han Kim; Kevin K. Byon. 2020. "Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism." Sustainability 12, no. 8: 3183.