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Online fundraising has become a rapidly growing alternative business financing method for esports. Despite this, a lack of attention has been given to its fans' motivations for participating in crowdfunding (CF) projects or behavioral intentions for spectatorship. To address this, the present study (1) categorizes esport CF investors' motivations based on the big five personality traits and (2) compares whether motivations and behavioral intentions for esports spectatorships vary depending on each group.

We applied K-means clustering analysis to classify investors. ANOVA was used to verify whether there were differences in CF motivations and behavioral intentions.

The study identified six distinct investor segments. Overall, esports CF investors showed high agreeableness and conscientiousness with low neuroticism. Fanatic fans were the most motivated and had the highest spectatorship intentions, driven by strong openness. In contrast, recognition seekers and charity donors exhibited the lowest viewing intentions. Entertainment seekers were highly motivated by excitement and aesthetics, linking CF participation to a strong desire to watch events. Despite higher neuroticism, reward hunters also showed significant viewing intentions, driven by drama and aesthetics. These findings highlight the diverse motivations and their influence on esports spectatorship.

This study investigates the motivations and behavioral intentions of CF investors and spectatorship, which has substantive theoretical and managerial implications for the business of esports.

The environmental, social and governance (ESG) movement has become a global phenomenon, penetrating even the sports branding industry. Accordingly, this study investigated whether ESG activities can lead to positive attitudes among customers and thereby affect their behavioral intentions.

We collected data by administering questionnaires to 154 consumers, after which we conducted partial least squares structural equation modeling to test the hypothesized relationships.

The results indicated that ESG activities favorably influenced brand image and brand loyalty. Brand loyalty was positively associated with the willingness to pay (WTP) for a price premium. The indirect effect of brand loyalty was confirmed in the association between ESG activities and WTP a price premium. ESG activities indirectly affected WTP a price premium via serial mediation through brand image and brand loyalty.

This research extends our understanding of the mechanism behind consumers’ decision-making processes on the basis of ESG activities and their impact on WTP a price premium.

This study sought to determine if environmental barriers (i.e. air pollution, temperature and precipitation) affect outdoor (i.e. soccer and baseball) and indoor (i.e. basketball) professional sport attendance in South Korea.

By including actual air quality, temperature and precipitation data collected from each place where the sporting events take place, this study conducted a regression analysis to examine factors that influenced outdoor and indoor sport attendance.

In outdoor sports, the estimated results suggested that soccer and baseball attendance were not affected by air pollution. Indoor sport consumers did not change their consumption behaviors in attending sports despite the presence of air pollution. In addition, there was mixed evidence on the effect of weather-related variables on attendance. Average temperature had a positive effect on baseball (outdoor) and basketball (indoor) sport attendance, indicating that the warmer the temperature, the more likely those fans were to attend the games. Average precipitation was negatively associated with outdoor (soccer) sport spectators.

The present study contributes to the sport environment literature by examining the impact of environmental barriers on spectators' behaviors in the context of outdoor and indoor professional sports.

The current study examines (1) the relationships among the crisis response, trust and negative behavioral intentions (i.e. avoidance and revenge), (2) the mediation role of trust in the crisis communication of sports organization and (3) the moderation effect of team identification between the crisis response and trust.

A questionnaire was used to collect data from 324 Major League Baseball (MLB) fans who met specific criteria (i.e. background information; knowing about the Houston Astros sign-stealing scandal and how the team responded to it). Confirmatory factor analysis and structural equation modeling were employed to test the proposed hypotheses.

The findings showed that perceived adequacy of the crisis response positively influenced sports fans' perceived trust. This trust was negatively associated with revenge and avoidance intentions. The mediation effect of trust was also found in the relationship between the crisis response and both avoidance and revenge intentions. Regarding the interaction effect of team identification, however, the relationship between the crisis response and trust was not moderated by team identification levels.

The present study contributes to a comprehensive understanding of crisis communication in sports fans' perceptions and behavioral intentions. It illuminates a psychological process through which perceived adequacy of crisis response reduces negative behavioral intentions through trust.