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The purposes of the study are to propose a conceptual model for the internalization of a sport team through sport video gaming, to examine the relationship between motives to play sport video games and a sport identity, to examine the relationship between a sense of presence and a sport identity, and to examine the moderating effect of a sense of presence on the relationship between motives and a sport identity. The results showed that motives and a sense of presence influence a sport identity but the interaction effect between motives and a sense of presence on a sport identity was not significant. In order to determine whether a sport identity pertains to a sport object or it is related to winning, two grouping variables including the level of winning needs and the frequency of selecting one's favorite team when playing a sport video game, multiple-sample structural equation modeling (MSEM) was conducted. The results of the study showed that a sport identity pertains to a sport team rather than winning needs. The findings contribute to the understanding of what drives sport video gamers to facilitate personal connections with their favorite teams and guide implications for marketing communication practice. Limitations and future research directions are discussed.
Sport, Video Game, Sense of Presence, Internalization
Date of Defense
October 15, 2010.
A Dissertation submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Includes bibliographical references.
Jeffrey D. James, Professor Directing Dissertation; Susan Losh, Outside Committee Member; Michael J. Mondello, Committee Member; Arthur A. Raney, Committee Member.
Florida State University
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