Connecting the worlds of sailing and e-sailing: the structural relationships among gaming experience, psychological variables and sport behaviour intentions

Abstract

Purpose/Rationale This study examines the relationship between virtual sport gaming experiences related to sport and subsequent sport-related behavioural intentions, specifically in the context of sailing. Design/Methodology/Approach Utilising data from 593 participants of the 'Virtual Regatta' online community, this research employs a two-step structural equation modeling approach to test hypotheses that are established based on theories and empirical results. Findings Our findings revealed significant relationships among online game identification, positive affect, satisfaction, attachment and behavioural intentions, supporting all the hypotheses. Practical implications The results suggest that sport video games can significantly influence real-world sport engagement. Sport marketers are advised to develop integrated campaigns that connect video game experiences with physical sport activities to enhance fan engagement and participation. Research contribution This study extends the existing literature by mapping the emotional and cognitive pathways through which sport gaming experiences influence fanship and media consumption, adding depth to the understanding of sport consumer behaviour in digital contexts. Originality/Value This research highlights the utility of psychological theories in explaining the impact of virtual sport gaming experiences on real-world behaviour. This provides a novel insight into the strategic integration of digital and traditional sport platforms to boost sport participation.