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As fantasy sport participation continues to grow in popularity, the need for understanding the attitudes and behavior of this segment of sport consumers has become increasingly important. Identification is one such construct that establishes a consumer's commitment to a product or service and has been shown to influence future consumption behaviors. The purpose of this study was to examine identification of fantasy sport participants as it relates to professional sport consumption. A total of 253 fantasy baseball participants responded to an online survey measuring fantasy participation, identification (Points of Attachment Index, PAI), and traditional and mediated consumption of Major League Baseball (MLB). Results showed that different points of attachment were found to be significant across varying forms of traditional and mediated consumption of MLB. The following paper addresses theoretical and practical implications for academics and practitioners, and future research is suggested.
Identification is the process of linking an individual's experience and internal information processing to social networks created through interactions with others (Callero, 1985). This connection between "self' and "society" is the basis for identity theory which suggests that through experience and social interaction, individuals create various roleidentities which influence future behaviors (Ervin & Stryker, 2001; Stryker, 1980; Stryker & Burke, 2000). Commitment to one's social network through experience and social interaction impacts identity salience which in mm influences individual behavior (Ervin & Stryker, 2001; Stryker, 1980).
From a spectator sport perspective, identity theory plays a significant role in the fan connection to sport, and this framework has been used in various forms to explain sport consumer behavior. Previous research provides evidence that identification influences consumption of sport-related products and services (Lavarie & Amette, 2000; Madrigal, 1995; Trail, Anderson, & Fink, 2000, 2005; Trail, Fink, & Anderson, 2003). Additionally, fans appear to identify with multiple aspects of sport (e.g., team, individual players, the sport). These distinct points of attachment help explain individual consumption behavior (Robinson & Trail, 2005; Trail, Robinson, Dick, & Gillentine, 2003).
Despite the increased attention this area has received from researchers, there have been limited investigations regarding the role identification plays in the consumptive habits of fantasy sport participants. Previous research has identified relationships between identification and motives for fantasy participation and differing levels of identification between a participant's favorite team...