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Profiling the sport consumption attitudes and behaviours of fantasy football players

conference contribution
posted on 2009-01-01, 00:00 authored by Adam Karg, H McDonald
Most sporting codes encourage participation in Fantasy Sport (FS), despite few making direct revenue from it. There is a lack of empirical evidence whether this is good practice, for although FS can increase involvement and education, it may also compete with other forms of sport consumption for consumers limited resources. This study begins to address whether FS competes with or  complements sport consumption by comparing FS players with nonplayers. Data was collected from surveys (n=182) of AFL fans, with findings indicating FS players had higher tested measures of attitudes (e.g., team identification, commitment) and behaviours (e.g., game attendance, television viewing) related  to the sport. What remains to be determined is causality, and suggestions on how to examine this are given.

History

Event

Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)

Pagination

1 - 12

Publisher

ANZMAC

Location

Melbourne, Vic.

Place of publication

Melbourne, Vic.

Start date

2009-11-30

End date

2009-12-02

ISBN-10

1863081585

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2009, The Authors

Editor/Contributor(s)

D Tojib

Title of proceedings

ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference

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    Keywords

    Exports