TY - JOUR
T1 - Sports betting on sports consumers’ behavioral intention
AU - Lee, Cindy
AU - Chiu, Weisheng
AU - Won, Doyeon
N1 - Publisher Copyright:
© 2024 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - The legalization of sports betting has transformed the sports industry, and strategic partnerships between professional leagues and betting companies have become commonplace. The purpose of this study was to explore how sport fans actively engage in their favorite team via sports betting and examine the relationship between sports betting involvement, flow, satisfaction, and behavioral intentions among sports fans. An online survey was conducted to collect data from U.S. sports fans (N = 342), and partial least square structural equation modeling (PLS-SEM) was used to analyze the data. The results showed that sports betting involvement positively affects fans’ flow experience and satisfaction, which in turn increases their behavioral intentions regarding game attendance and media consumption. Overall, the study contributes to the sport management literature by substantiating the positive role of sports betting in enhancing sports fan experiences. The study provides valuable insights into how sports betting can be used to increase behavioral intention via satisfaction and flow.
AB - The legalization of sports betting has transformed the sports industry, and strategic partnerships between professional leagues and betting companies have become commonplace. The purpose of this study was to explore how sport fans actively engage in their favorite team via sports betting and examine the relationship between sports betting involvement, flow, satisfaction, and behavioral intentions among sports fans. An online survey was conducted to collect data from U.S. sports fans (N = 342), and partial least square structural equation modeling (PLS-SEM) was used to analyze the data. The results showed that sports betting involvement positively affects fans’ flow experience and satisfaction, which in turn increases their behavioral intentions regarding game attendance and media consumption. Overall, the study contributes to the sport management literature by substantiating the positive role of sports betting in enhancing sports fan experiences. The study provides valuable insights into how sports betting can be used to increase behavioral intention via satisfaction and flow.
KW - behavioral intention
KW - fan experience
KW - Flow
KW - gambling
KW - involvement
KW - sports betting
UR - http://www.scopus.com/inward/record.url?scp=85200030139&partnerID=8YFLogxK
U2 - 10.1080/23750472.2024.2384488
DO - 10.1080/23750472.2024.2384488
M3 - Article
AN - SCOPUS:85200030139
SN - 2375-0472
JO - Managing Sport and Leisure
JF - Managing Sport and Leisure
ER -