The following study examines the relationship between fans’ usage of digital products and theirsport-related behaviours in the German professional soccer industry. Besides the generalrelationship between the two variables, a closer look is taken at the impact of the usage of virtualand augmented reality on the attendance of sporting events, the usage of streaming on watchinggames, the usage of e-commerce on the purchase of team products, and the usage of onlinenews services on reading sports news. Further, the role of satisfaction as a mediator is analysedin the respective relationships. Findings from a survey indicate that overall sport-relatedbehaviours are not predictable from the usage of digital products in general. Still, the usage ofthe individual digital product shall be regarded when considering the respective sport-relatedbehaviours – significant correlations between the specific digital product and theircorresponding sport-related behaviour were found. Although satisfaction is not confirmed to bea mediator, usage of digital products is a strong predictor regarding the satisfaction of theindividual’s usage.
| Date of Award | 11 May 2023 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | Daniel Fernandes (Supervisor) |
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The usage of digital products and their impact on sport-related engagement behaviours: an empirical investigation in the German professional soccer Industry
Stegmann, J. (Student). 11 May 2023
Student thesis: Master's Thesis