University of Northern Colorado Scholarship & Creative Works @ Digital UNC Dissertations Student Research 8-1-2009 Fantasy sport consumer behavior: an analysis of participant attitudes and behavioral intentions Brendan Dwyer Follow this and additional works at: https://digscholarship.unco.edu/dissertations Recommended Citation Dwyer, Brendan, "Fantasy sport consumer behavior: an analysis of participant attitudes and behavioral intentions" (2009). Dissertations. 112. https://digscholarship.unco.edu/dissertations/112 This Text is brought to you for free and open access by the Student Research at Scholarship & Creative Works @ Digital UNC. It has been accepted for inclusion in Dissertations by an authorized administrator of Scholarship & Creative Works @ Digital UNC. For more information, please contact [email protected]. UNIVERSITY OF NORTHERN COLORADO Greeley, Colorado The Graduate School FANTASY SPORT CONSUMER BEHAVIOR: AN ANALYSIS OF PARTICIPANT ATTITUDES AND BEHAVIORAL INTENTIONS A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Brendan Dwyer College of Natural and Health Sciences School of Sport and Exercise Science Sport Administration August, 2009 © 2009 BRENDAN DWYER ALL RIGHTS RESERVED AUGUST 2009 ii THIS DISSERTATION WAS SPONSORED BY ____________________________________________ David K. Stotlar Research Advisor Brendan Dwyer DISSERTATION Advisory Professor __________________________________________________ Dianna P. Gray, Ph.D. Advisory Professor __________________________________________________ Robert Heiny, Ph.D. Faculty Representative _______________________________________________ Vish Iyer, Ph.D. ASSISTANT VICE PRESIDENT FOR RESEARCH & EXTENDED STUDIES DEAN OF THE GRADUATE SCHOOL _________________________________________ Robbyn R. Wacker, Ph.D. Examination Date of Dissertation __________________________ iii ABSTRACT Dwyer, B. Fantasy Sport Consumer Behavior: An Analysis of Participant Attitudes and Behavioral Intentions. Published Doctor of Philosophy dissertation. University of Northern Colorado, 2009. Fantasy sport participation is a highly-lucrative online activity that has witnessed unprecedented growth in the last fifteen years. As a result, the hobby and its participants have become an integral component of the sport industry. However, a more complete understanding of the unique attitudes and behaviors of fantasy sport participants is required to aid sport marketers in the packaging and delivering of spectator sport. Due to this intriguing circumstance, the purpose of this study was to examine the relationship between fantasy sport participation and intentions to watch televised National Football League (NFL) games. In addition, given the varying levels of fantasy participation, this study also examined the moderating effect of fantasy football involvement. Lastly, given the unique nature of the activity, this study also investigated the relationship between fantasy football involvement and traditional NFL fan loyalty. Data collection for this quantitative study took place in November of 2009. Following Dillman’s web-based survey protocol, 1,600 fantasy football participants were solicited to complete a 37-item instrument. A total of 325 participants completed the survey, resulting in a response rate of 21.5%. To determine relationship between fantasy football participation, involvement level, and intentions to watch televised NFL games, a two-way mixed design ANOVA iv was interpreted. The results indicated significant differences between who is playing the game, involvement level, and viewership intentions. An independent samples t test was employed to examine the relationship between fantasy football involvement and fan loyalty, and a positive relationship was determined. Lastly, a logistic regression was conducted to predict differing levels (high & low) of fantasy football involvement. A significant model for predicting fantasy involvement level was established. In conclusion, it appears fantasy football participation is a positive activity that promotes consumption of the NFL, its teams, and its corporate partners. The results suggest participation duplicates the unique attitude-behavior relationship within spectator sport and results in increased sport consumption of televised sport products including several NFL teams and ESPN’s Monday Night Football. However, individual predictor variables for fantasy football involvement raised intriguing questions about the theoretical relationship between the attitudinal and behavioral dimensions of fan loyalty. v ACKNOWLDEDGEMENTS To successfully navigate the journey of writing, proposing, and defending a dissertation, it requires the sacrifice of many more than just the author. Due to this fact, I would be remiss not to acknowledge the individuals who assisted my progression. First, I would like to thank the efforts of my dissertation committee, specifically Dr. David Stotlar. Without your guidance, support, and professionalism, I would have been left toiling with unanswered questions and a lack of focus. You have been a wonderful mentor for the past three years and I hope to draw upon your wealth of knowledge for years to come. I would also like to graciously thank Dr. Dianna Gray for all of her assistance during my three years at Northern Colorado. Your unending thirst for knowledge and genuine enthusiasm for our field have been inspirational. I hope to acquire these attributes and take them with me as I begin my career in academe. To committee members, Dr. Bob Heiny and Dr. Vish Iyer, thank you for your constant support for my unique research topic. This paper would not have been completed without your expert advice, guidance, and thoughtful encouragement. I would also like to thank some additional Northern Colorado faculty and staff for their integral role in this research process. First, I would like to acknowledge the hard work of Professor Linda Sharp. The rigor in which you teach and conduct research has served as the gold standard for what higher education should be. In addition, the high expectations you had for me as both a student and researcher helped me transition vi successfully into the world of higher education. I would also like to thank Dr. Susan Hutchinson. While I only had you for one summer course, your assistance was pivotal in the progression of this project. The amount of time you spent answering my questions and the depth of feedback you provided were amazingly helpful. I truly believe that the University Northern Colorado is a better institution with you here. I would also like to acknowledge the support I received from my colleagues at the Center for the Enhancement of Teaching and Learning. Thank you for putting up with me during the emotional rollercoaster of attaining a Ph.D. I could not have done it without your support. Next, I would like to acknowledge the two people that made all this possible, my parents, Peter and Hilary Dwyer. I would not be who I am today, if it were not for you two. You are the foundation on which I was built, the shoulders on which I stand, and the roots upon which I grow. I truly appreciate your unrelenting support from day one, and I hope I can fulfill your parenting legacy someday. You are, and continue to be, the best role models I have ever had. I would also like to thank my siblings, Adam and Caragh, and their families. In addition to the occasional financial assistance, your constant encouragement has meant a lot to me. I cannot forget my new family, the Ketelhut’s. Jack, Sally, Scott, and Shelly thank you for all of your help and support during the last five years. I am extremely proud and excited to be a member of your family. Next, I would like to deeply thank the efforts of my colleagues at the University of Northern Colorado, both past and present, most notably Dr. Joris Drayer and Dr. Stephen Shapiro. I cannot thank you enough for all your guidance during this process. Both of you served as excellent mentors and I look forward to many years of collaboration, scholarship, and most importantly, friendship. Also, I would like to vii acknowledge Dr. Alan Morse, Dr. Chrysostomos Giannoulakis, Cody Havard, Terry Eddy, and Lori Braa. Thank you for the years of advice, entertainment, and companionship. Lastly, and most importantly, I would like to thank my beautiful and talented wife, Lori. There are no words to explain how much you mean to me and how much you helped in this process. Not only did you proofread nearly the entire document, but your patience, strength, and ability to keep me grounded are the reasons I was able to keep my sanity and survive. You give me the confidence to move mountains. I just hope one day I can return the favor. You are forever my soul mate, and I look forward to a lifetime of memories and accomplishments just like this. viii For my friend, BRETT “BRUTUS” ARMIN, 1979-2008, It was through his friendship that I learned the true value of fantasy sports. ix TABLE OF CONTENTS CHAPTER PAGE I. INTRODUCTION………………………………………………….. 1 Statement of Problem………………………………………………. 5 Research Questions and Hypotheses.....………………………….. 8 Rationale for the Study…………………………………………….. 9 Delimitations……………………………………………………….. 12 Limitations…………………………………………………………. 12 Definitions of Terms………………………………………………. 13 II. REVIEW OF LITERATURE........................................................... 16 Sport and Consumption…………………………………………… 16 The distinctiveness of sport………………………………….. 16 Sport commercialization……………………………………... 18 Sport fans……………………………………………………..