Transforming sport consumption: exploring motivated sport fans innovativeness in the context of AR live sport streaming

Sungkyung Kim, Argyro Elisavet Manoli
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Abstract

Purpose

This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming services.

Design/methodology/approach

Utilising an online survey and convenience sampling, the study garnered a total of 243 usable responses from three online baseball fan communities in South Korea. Confirmatory factor analysis was employed to assess the psychometric properties of the constructs. Subsequently, a structural equation model was used to probe the influence of motivated consumer innovativeness on WOM, with a particular focus on the mediating role of satisfaction.

Findings

Three dimensions of motivated sport fans innovativeness – functional, hedonic and cognitive – showed a positive association with WOM, partly mediated by satisfaction. In contrast, socially motivated sport fans innovativeness did not directly lead to WOM but influenced it solely through satisfaction. The full mediating role of satisfaction in the relationship between socially motivated fans innovativeness and WOM was found.

Originality/value

This research stands out as one of the scant studies exploring motivated sport fans innovativeness in the context of AR live sport streaming. The findings not only corroborate but also augment the extant literature by empirically confirming that three dimensions of motivated fans innovativeness, coupled with satisfaction, are pivotal antecedents to WOM intention.

改变体育消费:探索 AR 体育直播背景下体育迷的创新动力
目的 本研究探讨了体育迷购买后创新行为的心理过程。本探索性研究旨在建立一个理论框架,以阐明体育迷口碑(WOM)行为的形成,尤其是强调消费者创新动机与使用 AR 直播服务的满意度之间的结构关系。设计/方法/途径本研究采用在线调查和便利抽样的方法,从韩国的三个在线棒球迷社区共获得 243 份可用回复。研究采用了确认性因子分析来评估构念的心理测量特性。研究结果体育迷创新动机的三个维度--功能性、享乐性和认知性--与 WOM 呈正相关,部分受满意度的影响。与此相反,社会动机型体育迷的创新性并不直接导致 WOM,而是完全通过满意度对其产生影响。满意度在社会动机型体育迷的创新性与 WOM 之间的关系中起着完全的中介作用。原创性/价值这项研究是探索 AR 体育直播背景下体育迷创新性的少数研究之一。研究结果通过实证证实,体育迷创新动机的三个维度以及满意度是 WOM 意向的关键前因,这不仅印证了现有文献,而且也是对现有文献的扩充。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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