Purpose

This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming services.

Design/methodology/approach

Utilising an online survey and convenience sampling, the study garnered a total of 243 usable responses from three online baseball fan communities in South Korea. Confirmatory factor analysis was employed to assess the psychometric properties of the constructs. Subsequently, a structural equation model was used to probe the influence of motivated consumer innovativeness on WOM, with a particular focus on the mediating role of satisfaction.

Findings

Three dimensions of motivated sport fans innovativeness – functional, hedonic and cognitive – showed a positive association with WOM, partly mediated by satisfaction. In contrast, socially motivated sport fans innovativeness did not directly lead to WOM but influenced it solely through satisfaction. The full mediating role of satisfaction in the relationship between socially motivated fans innovativeness and WOM was found.

Originality/value

This research stands out as one of the scant studies exploring motivated sport fans innovativeness in the context of AR live sport streaming. The findings not only corroborate but also augment the extant literature by empirically confirming that three dimensions of motivated fans innovativeness, coupled with satisfaction, are pivotal antecedents to WOM intention.

中文翻译：

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改变体育消费：在 AR 体育直播背景下探索积极的体育迷创新

目的

这项研究深入探讨了体育迷购买后创新行为背后的心理过程。这项探索性研究旨在建立一个理论框架，阐明体育迷口碑（WOM）行为的形成，特别强调消费者创新性与使用 AR 直播服务的满意度之间的结构关系。

设计/方法论/途径

该研究利用在线调查和便利抽样，从韩国三个在线棒球迷社区收集了总共 243 份可用的回复。采用验证性因素分析来评估构建的心理测量特性。随后，使用结构方程模型探讨了消费者创新动机对口碑的影响，特别关注满意度的中介作用。

发现

积极的体育迷创新性的三个维度——功能性、享乐性和认知性——显示出与口碑呈正相关，部分是由满意度介导的。相比之下，出于社会动机的体育迷创新并不直接导致口碑，而仅通过满意度对其产生影响。研究发现，满意度在社交动机粉丝创新性与口碑之间的关系中发挥着充分的中介作用。

原创性/价值

这项研究是在 AR 体育直播背景下探索积极体育迷创新性的少数研究之一。研究结果不仅证实了现有文献，还通过实证证实了粉丝创新性和满意度的三个维度是口碑意向的关键先决条件，从而丰富了现有文献。