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Influence of team identification, game outcome, and game process on sport consumers’ happiness

Author

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  • Wonseok (Eric) Jang
  • Daniel L. Wann
  • Yong Jae Ko

Abstract

•The current study examined the effects of sport spectatorship on happiness.•Team identification had a significant impact on spectators’ happiness.•Both game outcome and process had a significant impact on spectators’ happiness.The purpose of the study is to examine the relative effects of game process (i.e., boring versus exciting) and outcome (i.e., losing versus winning) on sport consumers’ happiness depending on their level of team identification. The authors investigated how sport consumers’ levels of happiness are different after recalling (Study 1) and imagining (Study 2) a game when the positivity of the game process and the outcome contradict each other. Results indicate that sport consumers with high team identification exhibited greater degrees of happiness after recalling and imagining a boring win game compared to an exciting loss game. Meanwhile, sport consumers with low team identification exhibited similar degrees of happiness between a boring win game and an exciting loss game.

Suggested Citation

  • Wonseok (Eric) Jang & Daniel L. Wann & Yong Jae Ko, 2018. "Influence of team identification, game outcome, and game process on sport consumers’ happiness," Sport Management Review, Taylor & Francis Journals, vol. 21(1), pages 63-71, January.
    • Handle: RePEc:taf:rsmrxx:v:21:y:2018:i:1:p:63-71
    DOI: 10.1016/j.smr.2017.03.002
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    Cited by:

    1. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    2. Farman Ullah & Yigang Wu & Khalid Mehmood & Fauzia Jabeen & Yaser Iftikhar & Ángel Acevedo-Duque & Ho Kwong Kwan, 2021. "Impact of Spectators’ Perceptions of Corporate Social Responsibility on Regional Attachment in Sports: Three-Wave Indirect Effects of Spectators’ Pride and Team Identification," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    3. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    4. Moital, Miguel & Bain, Amy & Thomas, Harriet, 2019. "Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events," Sport Management Review, Elsevier, vol. 22(5), pages 652-666.
    5. Hsing-Chieh Huang & Peng-Yeh Lee & Yu-Chih Lo & I-Shen Chen & Chin-Hsien Hsu, 2021. "A Study on the Perceived Positive Coaching Leadership, Sports Enthusiasm, and Happiness of Boxing Athletes," Sustainability, MDPI, vol. 13(13), pages 1-19, June.

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