The effects of high-tech cameras on sports consumers' viewing experiences: the moderating role of sports involvement

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
W. Jang, Young jun Kim, Kyungro Chang, Taehee Kim
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引用次数: 2

Abstract

PurposeBased on the limited-capacity model of motivated mediated message processing (LC4MP), this study aims to examine the effects of different camera types on the viewing experiences of sports consumers and their intention to follow social media channels, depending on their level of sports involvement.Design/methodology/approachThe design for this experiment utilized 2 (highly involved vs less involved sports consumers) × 2 (high-tech vs non-high-tech cameras) between-subjects design. Overall, 289 US-based sports consumers participated in this experiment.FindingsThe results indicate that sports videos recorded by high-tech cameras lead to greater perceived novelty than those recorded by non-high-tech cameras, thus enhancing sports consumers' intention to follow social media channels, especially when consumers are highly involved with the target sports. However, sports consumers who are less involved with particular sports become distracted during their viewing experiences when high-tech cameras are used to broadcast games; these consumers' intentions to follow social media channels are not strengthened.Originality/valuePrevious studies have focused mainly on the positive effects of high-tech cameras on the viewing experiences of sports consumers. Based on the LC4MP, the authors extend the existing literature not only by examining the mechanism that underpins the positive effects of high-tech cameras, but also by identifying a situation where the use of high-tech cameras results in a negative viewing experience for sports consumers.
高科技摄像机对体育消费者观看体验的影响:体育参与的调节作用
目的基于动机介导信息处理(LC4MP)的有限容量模型,研究不同相机类型对体育消费者观看体验和关注社交媒体渠道意愿的影响。设计/方法/方法本实验设计采用2(高参与度vs低参与度体育消费者)x2(高科技vs非高科技相机)受试者间设计。总共有289名美国体育消费者参与了这项实验。研究结果表明,与非高科技摄像机拍摄的体育视频相比,高科技摄像机拍摄的体育视频带来了更大的新鲜感,从而增强了体育消费者关注社交媒体渠道的意愿,尤其是当消费者高度参与目标体育项目时。然而,当高科技摄像机用于转播比赛时,那些较少参与特定运动的体育消费者在观看体验中会分心;这些消费者关注社交媒体渠道的意愿没有增强。原创性/价值先前的研究主要集中在高科技相机对体育消费者观看体验的积极影响上。在LC4MP的基础上,作者扩展了现有的文献,不仅研究了支撑高科技相机积极影响的机制,而且还确定了使用高科技相机会给体育消费者带来负面观看体验的情况。
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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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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