The internalization of a sport team through sport video gaming

As the sport marketplace has become very competitive, traditional sport organizations, teams, and marketers are challenged to attract and maintain sport consumers. Reaching a young consumer base such as Generation Y, the consumers of the future, is critical for sport organizations and marketers because of the large size of the group. Using sport video games as a marketing communication strategy may be a good way to reach Generation Y sport consumers due to the popularity of sport video games. Based on Kim and Ross' findings (2006), it is believed that playing sport video games may foster a psychological connection with a sports team. The current study examines the extent to which motives of sport video gamers and a sense of presence contribute to explain a psychological connection with a sports team (i.e., internalization) based on Funk and James' (2004) Fan Attitude Network (FAN) model. The internalization model of a sport team through sport video gaming is proposed based on the review of literature. The model assumes that motives to play sport video games and a sense of presence contribute to explaining what variables contribute to a sport identity. The purposes of the study are 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 extent to which motives and a sense of presence interact to affect a sport identity. Data (N=367) were collected using an online survey. Structural equation modeling (SEM) was employed to examine these relationships. 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. Another MSEM using usage levels was conducted and the results found the difference between light and moderate gamers in the causal relationship between a sense of presence and a sport identity. Moderate gamers were more likely to feel a sense of presence which may influence a sport identity than light gamers. A gamer's skill level may influence a sense of presence. Since high skill gamers can focus on the actions in the virtual environment, they are more likely to feel a sense of presence. Since low skill gamers may struggle keeping up with the game pace and controlling virtual environments, they are less likely to feel a sense of presence. 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.