Virginia Commonwealth University VCU Scholars Compass Theses and Dissertations Graduate School 2021 Augmented Reality in Sport Broadcasting Chad Goebert Follow this and additional works at: https://scholarscompass.vcu.edu/etd Part of the Sports Studies Commons © The Author Downloaded from https://scholarscompass.vcu.edu/etd/6526 This Dissertation is brought to you for free and open access by the Graduate School at VCU Scholars Compass. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of VCU Scholars Compass. For more information, please contact [email protected]. © Chad Goebert 2021 All Rights Reserved i Augmented Reality in Sport Broadcasting A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy at Virginia Commonwealth University By Chad Goebert Master of Science in Sport Management, Barry University, 2010 Bachelor of Science in Psychology, Clearwater Christian College, 2005 Dissertation Chair: Dr. Brendan Dwyer, Ph.D. Associate Professor, Center for Sport Leadership Virginia Commonwealth University Richmond, Virginia January, 2021 ii Acknowledgement Thank you to Dr. Carrie LeCrom, Dr. Gregory Greenhalgh, and Dr. Brendan Dwyer for accepting me into the PhD program at the CSL. This experience was a joy for me from start to finish. I am thankful for the many hours of instruction, support, and guidance you all have given me. I am blessed to have learned from such a talented, hard-working, and gracious group of people and I am forever in your debt for the time you have invested in me and my family. To my wife Dayna, literally none of this would have been possible without you. You are amazing in so many ways. Maycie, Laynie, and Saydie, you are the best girls in the world, and I am blessed beyond measure to be your dad. I am thankful to all of you for your positivity as we relocated to a new home in a state we had never been to and you treated it like an adventure. There is nobody I would rather be on this adventure with. iii Table of Contents I. INTRODUCTION ...................................................................................................1 Rationale for the Current Study ...................................................................4 Statement of Purpose ...................................................................................7 Hypothesized Model ....................................................................................8 Research Question One ................................................................................8 Research Question Two ...............................................................................8 Research Question Three .............................................................................9 Research Question Four ...............................................................................9 Research Question Five ...............................................................................9 Research Question Six .................................................................................9 Delimitations ................................................................................................9 Limitations .................................................................................................10 Definitions of Terms ..................................................................................11 II. REVIEW OF LITERATURE…………………………………………………….14 Sport Consumption ....................................................................................14 Media-dominant Sport Consumers ................................................15 Media-dominant Sport Consumer Needs .......................................17 Hedonic Viewing Motives .................................................18 Utilitarian Viewing Motives ..............................................19 Augmented Reality ....................................................................................21 History........................................................................................................24 Types of Visual AR Displays ....................................................................26 Head-mounted Display ..................................................................26 Projector-based ..............................................................................28 Smartphone ....................................................................................28 Broadcast........................................................................................29 AR in Marketing ........................................................................................29 AR in Sport Marketing...............................................................................34 Broadcast Media in Sport...........................................................................36 AR in Sport Broadcast Media ....................................................................38 FoxTrax ..........................................................................................38 Chromakeyer ..................................................................................39 Hawk-Eye ......................................................................................39 K-Zone ...........................................................................................40 Sport Programming Integration .....................................................41 Theoretical Framework ..............................................................................44 Elaboration Likelihood Model (ELM) ...........................................45 Central Route Processing ...................................................46 Peripheral Route Processing ..............................................47 Personal Relevance/Involvement .......................................48 ELM Applied in Technology and AR ............................................49 ELM Applied to Sport Management..............................................50 III. METHODOLOGY ..................................................................................................53 Study Sample .............................................................................................53 iv Target Population and Sample Design ...........................................53 Sample Size ....................................................................................54 Procedures ..................................................................................................55 Instrumentation ..........................................................................................57 Sport Involvement ..........................................................................57 HED-UT .........................................................................................58 Word of Mouth (WOM).................................................................58 Re-viewing Intention .....................................................................59 Control/Demographic Variables ....................................................59 Traditional Broadcast .....................................................................60 Coach Mode Broadcast ..................................................................61 Mascot Mode Broadcast ................................................................62 Study Analysis ...........................................................................................63 Descriptive Results ........................................................................63 MANCOVA ...................................................................................63 ANCOVA ......................................................................................64 Exploratory ....................................................................................65 Research Diagnostics .....................................................................65 IV. FINDINGS ...............................................................................................................67 Preliminary Analysis ..................................................................................67 Measurement Reliability ............................................................................67 Assumptions of ANCOVA and MANCOVA ............................................68 Research Questions One Assumptions ..........................................69 Research Question Two Assumptions ...........................................69 Research Question Three Assumptions .........................................70 Research Question Four Assumptions ...........................................70 Research Question Five Assumptions ...........................................71 Bootstrap Analysis .........................................................................72 Demographics ................................................................................72 Results ........................................................................................................74 Research Question One ..................................................................74 Research Question Two .................................................................74 Research Question Three ...............................................................75 Research Question Four .................................................................76 Research Question Five .................................................................76