Purpose: The purpose of the study is to conceptualize and test the relationship to determine the influence sport rules acquisition has on sport consumption behaviors. Specially, this study aims to provide more practical evidence regarding the relationship between the processes associated with learning sport rules and intentions regarding future consumption. Consequently, by examining sport rules as they relate to sport fans’ behaviors, this study is to recognize the significance of sport rules and the value they have with regard to marketing practitioners who will be in the position to design more effective marketing strategies. Method: A total of 260 usable responses were collected via QUALTRICS, one of external online survey providers. Rule recognition process was comprised of four subscales and sport consumption behaviors were measured with four subscales. Confirmatory factor analysis(CFA) was conducted based on the procedures. Structural equation modeling was used to examine the structural relationship among variables and the reliability(Cronbach’s alpha) of each subscale was checked. The average variance extracted(AVE) values were also evaluated, as they indicated whether each item contributes to the basic construct of the scales. Results: Confirmatory Factor Analysis(CFA) showed the measurement of the model and structural model had reasonable fit. The structural model provides a good basis for testing the nature of each individual relationship based on the regression weights, standard error, and critical ratio. The results also showed that statistically significant differences existed between how learning of rules occurred and future consumption pathways. Conclusion: A core product of sport management is the game itself and understanding sport rules is a prerequisite to enjoy the core product. Therefore, it is suggested that the role of understanding sport rules should be considered an important factor for understanding and predicting the sport fan development process and future behaviors.Learning rules via media consumption lends to future consumption of media consumption. Regarding the learning by way of playing sport pathway, it is demonstrated to have a meaningful influence in respect to purchasing sporting goods and attending sporting events.
2. Literature Review
3. Research Methods
5. Discussions and Applications
6. Limitations and Recommendations