TY  - JOUR
AU  - Jang, Eric Wonseok
A2  - Jang, Eric Wonseok
A2  - Ko, Yong Jae
A2  - Wann, Daniel
A2  - Chang, Yonghwan
DB  - BISp
DP  - BISp
KW  - Beurteilung
KW  - Einfluss, sozialer
KW  - Emotion
KW  - Fan
KW  - Fernsehen
KW  - Gruppenerlebnis
KW  - Interaktion, soziale
KW  - Konsum
KW  - Marketing
KW  - Mediensport
KW  - Spielerfolg
KW  - Spielverlauf
KW  - Sportmanagement
KW  - Werbung
KW  - Zufriedenheit
LA  - eng
TI  - The relative effects of game outcome and process on fans’ media consumption experiences
TT  - Die relativen Effekte von Spielergebnis und -verlauf auf die Medienkonsumerfahrungen von Fans
PY  - 2017
N2  - Research question: The purpose of the current research was to examine the interaction effects between the positivity of game characteristics and different types of social experiences on fans’ evaluations of their retrospective media consumption experiences. Research method: The combination of game characteristics and the type of social experience were both manipulated variables. In the positive (negative) outcome but negative (positive) process condition, participants were asked to recall their favourite team’s game in which the team won (lost) but the game was boring (exciting). Furthermore, in the solo (joint) context condition, participants were asked to recall a game that they watched by themselves (with others). Results and findings: The results indicated that sport fans evaluated their retrospective media consumption experiences more favourably when the game outcome was positive (but the process was negative) compared to a game in which the game outcome was negative (but the process was positive). Interestingly, however, in the joint context, their retrospective evaluations of their media consumption experiences became more favourable when the game process was positive (but the outcome was negative) compared to a game in which the game process was negative (but the game outcome was positive). Implications: Because sport spectating is naturally a social form of consumption (i.e. people watch games with others), marketers should devote greater effort in enhancing the process of the game to maximise fans’ overall evaluation of the media consumption experience.
L2  - https://dx.doi.org/10.1080/16184742.2017.1334683
DO  - 10.1080/16184742.2017.1334683
SP  - S. 635-658
SN  - 1618-4742
JO  - European sport management quarterly
IS  - 5
VL  - 17
M3  - Elektronische Ressource (online)
M3  - Gedruckte Ressource
ID  - PU201806004291
ER  -