Factors motivating sports broadcast viewership with fan identification as a mediator
- Authors
-
-
Anne Wan-Ling Hu
Formosa TV, Taipei and Taipei Physical Education College
-
Lin-Ru Tang
Taipei Physical Education College
-
- Keywords:
- viewing motivation, fan identification, viewing behavior, television, sports broadcasts
- Abstract
-
In this study we examined the relationships among viewing motivation, fan identification, and viewing behavior of worldwide top sports television broadcasts. The result of an empirical test of 800 viewers of baseball games indicated that entertainment, self-esteem, and eustress (positive levels of stress) positively affected fan identification, which in turn positively affected viewing behavior. None of the motivational factors examined had a significant relationship with viewing behavior, which confirmed the importance of fan identification as a mediator. Of the 6 gratification types, the Expansive and Ingroup gratification groups (64% of participants), responded strongly on entertainment, eustress, and representation. Viewers’ most motivating factors were entertainment and excitement, and supporting sportspeople from their own country.
- References
- Downloads
- Published
- 2010-06-01
- Issue
- Volume 38, 2010, Issue 5
- Section
- Articles
- License
-
Author(s) agree that copyright of an article published in SBP Journal is transferred from the author(s) to the journal publisher (Scientific Journal Publishers Limited) upon publication.
Disclaimer
Social Behavior and Personality maintains an open editorial policy and may or may not endorse the conclusions made in its published articles. Neither the journal nor its publisher, editors or staff assume any responsibility for any material considered to be offensive or defamatory, or for obtaining any copyright permissions necessary for publication of articles.