Influence of Fantasy Sport on Consumption Behavior

학위논문 (석사)-- 서울대학교 대학원 : 체육교육과, 2015. 8. 김기한.There are many previous studies that indicate that participating in fantasy sport has positive influence on the players mediated sport consumption. However there seems to be lack of studies indicating general influence on consumption behavior. Therefore the purpose of this research is to examine the influence of fantasy sport on consumption behavior in three broad aspects: mediated sport consumption, event attendance, and merchandise purchase. To examine the influence of fantasy sport, a survey method was conducted among two subject group of MLB viewers. One group contained MLB viewers that play fantasy sport while other group with just traditional MLB viewers that do not play fantasy sport. By comparing the two groups, this study was able to find the significance of participating in fantasy sport on various consumptions. The result of the study showed that when fan identification was controlled, participating in fantasy sport had positive influence on mediated sport consumption of the league and of favorite team, merchandise purchase, while not influencing event attendance. When people who do not play fantasy sport were excluded and remaining subjects divided into high and low fan identification group, results were compared side by side. People with high identification had only positive influence on the league media consumption while people with low identification had significant influence on all four aspects.I. INTRODUCTION 1 1. Research Background 1 2. Research Objective 2 II. THEORETICAL BACKGROUND 3 1. Fantasy Sports 3 2. Characteristics of Fantasy Sport Participants 4 1) Sport Fan Motivation 5 2) Fantasy Sport Motivation 6 3. Behavioral Influence of Consuming Fantasy Sports 8 1) Impact on Mediated Sport Consumption 9 (1) Influence on Emotional Motivation 9 (2) Influence on Cognitive Motivation 15 (3) Influence on Social Motivation 17 (4) Influence on Favorite Team and Non-Favorite Team Media Consumption 18 2) Impact on Licensed Merchandised Product Purchase 20 3) Impact on Event Attendance 26 4) Moderating Effect of Fan Identification 29 (1) Influence on Person With Low Fan Identification 29 (2) Influence on People with High Fan Identification 31 4. Hypothesis 32 III. METHOD 35 1. Sample and Procedure 35 2. Measures 36 1) Demographic Variables 36 2) Control Variables 37 3) Independent Variables 37 4) Dependent Variables 38 IV. RESULTS 39 1. Influence of Fantasy Sport on Consumption Behavior 39 2. Moderating Role of Fan Identification 41 V. DISCUSSION 44 1. Summary of Findings 44 2. Implications 45 3. Limitations 48 4. Future Research Directions 50 REFERENCE 52 APPENDIX 60 국문초록 74Maste