Details

Autor(en) / Beteiligte

• Xu, Yang

Titel

Exploring the Audiovisual Effects on Sport Viewer Satisfaction Through the Lens of the Psychological Continuum Model

Ort / Verlag

ProQuest Dissertations & Theses

Erscheinungsjahr

2022

Quelle

ProQuest Dissertations & Theses A&I

Beschreibungen/Notizen

• As the source of one of the largest revenue streams for professional sport franchises, the viewership of sport broadcasts has plummeted in recent years (Bode, 2018). This declining trend has been further exacerbated by the global COVID-19 pandemic (Crupi, 2021). According to Deloitte’s Fan Engagement survey, the average fan satisfaction across sports broadcast programs was only 39 percent (Deloitte, 2019).Research has been devoted to investigating the determinants of sport viewer satisfaction, including various audio and visual conditions of sport broadcasts. However, these works assume that media design effects are equally effective among all viewers and fail to account for potential heterogeneities in people’s psychological connection to the mediated sport. To address this gap, the Psychological Continuum Model (PCM; Funk & James, 2001; 2006) was introduced as the theoretical foundation for understanding the formation of viewer satisfaction with a focal sport (e.g., college football).The current dissertation examines whether and how the strength of psychological connection to college football overrides the effects of varying audiovisual presentations on viewer satisfaction with a televised college football game. A 2 (presence of commentary: With commentary vs. Without commentary) × 2 (presence of audience: High vs. Low) between-subjects online experiment was administered via Prolific (n = 338). The relationship between psychological connection and viewer satisfaction and the moderation effects of the two selected audiovisual conditions were tested using the ANCOVA.Results showed a significant positive association between psychological connection to college football and viewer satisfaction. However, the manipulated audiovisual conditions did not moderate the aforementioned relationship between psychological connection and viewer satisfaction. The presence of audience had a significant positive effect on viewer satisfaction. In contrast, the presence of commentary exerted no significant effect on viewer satisfaction regardless of people’s PCM staging.The findings provide empirical evidence to support the seminal PCM framework that the strength of an individual’s psychological connection to the focal sport object was a more deterministic factor that drives the sport media consumption experience than the audiovisual media presentation. For those interested in watching but have not yet formed a strong attitude towards the broadcasted sport object, the viewing experience can be optimized by maximizing the visual presence of a live audience. The null effect of commentary presence and sonic ambiance on viewer satisfaction reinforces the proposition that what is seen might be more influential than what is heard in sport media consumption (Cummins et al., 2019).