Influence of Audience Characteristics on Their Behaviors across Different Sport Media Platforms

Title of Document: INFLUENCE OF AUDIENCE CHARACTERISTICS ON THEIR BEHAVIORS ACROSS DIFFERENT SPORT MEDIA PLATFORMS Dae Hee Kwak, Doctor of Philosophy, 2009 Directed By: Associate Professor Stephen R. McDaniel, Department of Kinesiology This dissertation explores sport media consumption behavior through a series of three investigations. Using the broad U & G approach (Katz et al., 1974) as an overarching paradigm of this dissertation, the three investigations take a distinct theoretical and methodological approach in the examination of various sport media consumption behaviors across different media platforms (i.e., Internet, videogame, and print media). Study One explores factors that influence the adoption of popular online-sport phenomenon—fantasy sport leagues. Study One uses the Technology Acceptance Model (TAM; Davis, 1989) as a theoretical framework and examines how attitude toward watching football on TV, perceived ease of using the fantasy sport website, perceived knowledge of sport, and subjective norms play a role in explaining subjects’ attitudes and behavioral intentions toward playing fantasy football. Study Two revisits the satisfaction-loyalty relationship model in the context of sport video gaming (SVG). Specifically, the second study extends the welldocumented satisfaction-loyalty relationship (Oliver, 1999; Suh & Yi, 2006; Yi, 1990) by incorporating brand attitudes and perceived skill in the relationship between satisfaction and loyalty. The findings of Study Two highlight the importance of customer expertise and brand attitudes in a hedonic consumption context that involves a learning component. Study Three replicates and extends existing literature in perceived message sensation value (PMSV) and message processing (Everett & Palmgreen, 1995; Niederdeppe, 2005; Niederdeppe, Davis, Farrelly, & Yarsevich, 2007; Palmgreen, Stephenson, Everett, Baseheart & Francies, 2002), by utilizing a specific message feature (i.e., violence) in the ad stimuli. Study Three is the first known attempt to investigate the arousal-enhancing effect of violent images in the PMSV context. After successfully validating the ad stimuli manipulated by level of violence, this study explores the effect of PMSV on arousal and ad evaluations. The results of Study Three generally support the PMSV main effect on ad responses, suggesting that a high-PMSV ad elicits higher arousal and favorable AAd, and AB than a low-PMSV ad (Donohew et al., 1991; Donohew et al., 1995; Everett & Palmgreen, 1995; Niederdeppe, 2005; Palmgreen et al., 2001; Stephenson, 2002, 2003). Meanwhile, the moderating effect of SS received limited support. Overall, Study Three provides initial evidence that violence, as a specific PMSV-enhancing feature, can elicit arousal and favorable ad evaluations among a college student cohort. INFLUENCE OF AUDIENCE CHARACTERISTICS ON THEIR BEHAVIORS ACROSS DIFFERENT SPORT MEDIA PLATFORMS