記述言語：英語   掲載種別：研究論文（学術雑誌）  

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：Emerald  

<sec><title content-type="abstract-subheading">Purpose</title>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 [<italic>n</italic> = 224], physical enactment [<italic>n</italic> = 195], sport simulation [<italic>n</italic> = 179]).

</sec><sec><title content-type="abstract-subheading">Design/methodology/approach</title>Data (<italic>N</italic> = 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.

</sec><sec><title content-type="abstract-subheading">Findings</title>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.

</sec><sec><title content-type="abstract-subheading">Originality/value</title>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.

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DOI： 10.1108/sbm-10-2019-0087

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その他リンク： https://www.emerald.com/insight/content/doi/10.1108/SBM-10-2019-0087/full/html

記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：SAGE Publications  

It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors focus on the perceived appropriateness of the response strategy and consumer attitudes toward an endorsed brand. Subjects were recruited from Amazon Mechanical Turk ( N = 111). Consumers perceive that terminating an endorsement contract with a scandalized endorser is more appropriate than maintaining the relationship. This is particularly true when celebrity endorsers are involved in competence-relevant scandals. A further analysis provided support for the idea that perceived “appropriateness” mediates the relationship between competence-relevant scandal and consumer attitude toward an endorsed brand. A termination strategy was considered appropriate when scandalized endorsers engaged in competence-relevant scandals, which eventually lead to more favorable consumer evaluations toward an endorsed brand.

DOI： 10.1177/2167479519826054

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その他リンク： http://journals.sagepub.com/doi/full-xml/10.1177/2167479519826054

記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：International Society for Tourism Research  

DOI： 10.37020/jgtr.5.2_107

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記述言語：日本語   掲載種別：研究論文（学術雑誌）   出版者・発行元：日本スポーツマネジメント学会  

DOI： 10.5225/jjsm.2019-001

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担当区分：筆頭著者   記述言語：英語   掲載種別：研究論文（学術雑誌）  

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記述言語：日本語   掲載種別：研究論文（学術雑誌）  

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記述言語：英語   掲載種別：研究論文（学術雑誌）  

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：American Press  

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：Cognizant, LLC  

DOI： 10.3727/152599513x13668224082224

Scopus

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：ELSEVIER SCI LTD  

The purpose of this study was to examine social motivations of Chinese Professional Baseball League (CPBL) consumers and their relationships with fan loyalty. A questionnaire was developed based on the Sport Interest Inventory (SII) (Funk, Ridinger, & Moorman, 2003) with proper modification to measure the unique market environment of the CPBL. The final questionnaire included a total of 18 fan motives, two loyalty constructs (attitudinal and behavioural domains), and demographic variables. Research participants (N=346) were CPBL consumers, who voluntarily responded to an on-line survey. The result of a confirmatory factor analysis revealed a strong psychometrical property of the SW The result of structural equation modeling indicated strong predicting power of fan motives on fan loyalty. Discussions are presented with regard to theoretical relevance and managerial practice. Published by Elsevier Ltd on behalf of Sport Management Association of Australia and New Zealand.

DOI： 10.1016/j.smr.2010.12.001

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担当区分：筆頭著者   記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：American Press  

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：INT MARKETING REPORTS LTD  

Event sponsorship has been recognised as an effective means through which companies can communicate with target markets and attendees of sports events. This study investigates the interrelationship between satisfaction with event sponsors, goodwill and fan identification and their influence on purchase intentions at a state sports festival held in Lakeland, Florida. Results indicate that satisfaction with event sponsors mediated goodwill and purchase intentions while controlling for the effects of fan identification. In addition, results differed between competitors and spectators of the event.

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：Henry Stewart Publications  

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：HUMAN KINETICS PUBL INC  

The purpose of this study was to investigate factors affecting brand awareness of virtual advertising in sports. Specifically, the study tested the effects of animation, repetition, baseball involvement, and team identification. An experiment using two Latin square designs was conducted to assess the effects of these factors on awareness levels. Results indicated no effect of animation, while effects of repetition, baseball involvement, and team identification were found to affect viewers' cognitive responses. Managerial implications, limitations, and future research are discussed.

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：American Press  

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担当区分：筆頭著者   記述言語：英語   掲載種別：学位論文（博士）  

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担当区分：筆頭著者   記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：FIT Publishing  

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掲載種別：研究論文（学術雑誌）   出版者・発行元：Emerald  

DOI： 10.1108/ijsms-08-01-2006-b008

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掲載種別：研究論文（学術雑誌）   出版者・発行元：Cognizant, LLC  

DOI： 10.3727/152599507780676670

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記述言語：英語   掲載種別：研究論文（学術雑誌）   出版者・発行元：Inderscience Publishers  

DOI： 10.1504/ijsmm.2006.010563

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記述言語：日本語 著書種別：学術書

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総ページ数：vi, 186p   記述言語：日本語

CiNii Books

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記述言語：日本語 著書種別：学術書

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記述言語：英語 著書種別：教科書・概説・概論

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記述言語：英語 著書種別：教科書・概説・概論

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記述言語：英語 著書種別：学術書

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記述言語：英語 著書種別：教科書・概説・概論

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記述言語：英語 著書種別：教科書・概説・概論

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記述言語：英語 著書種別：学術書

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