.png){kind=logo}
ISSN : 1229-8778
Sport media can be regarded as a moderator of communication of sport information. In the current sport media industry where the role of sport media has been gradually and crucially emphasized, curiosity related to sport fan's exploratory behavior in consuming sport information has been regarded as a key factor that influences the way media contents are delivered and organized. The purpose of this study was to examine the relationship between epistemic curiosity and sport media consumptive behaviors in the light of exploratory behavior of sport media consumers. Curiosity has been defined as a human intrinsic drive that allows an individual to behave exploratively in order to obtain novel and sensory information and experience. Epistemic curiosity, in the multi-dimensional construct of curiosity, is a major factor that motivates consumers to seek, learn, and acquire new information. The authors hypothesized that epistemic curiosity, as an independent variable, would be a significant factor in explaining intentions to watch novel sports, and the relationship between epistemic curiosity and intentions to watch novel sport would be moderated according to the level of sport media consumption. A total of 657 students were recruited from four different university in the US with convenience sampling method. Simultaneous equations and multiple group analysis were performed using Mplus 5.2 in order to investigate the hypotheses. The results showed that epistemic curiosity was a significant variable that explains intentions to watch novel sports, and sport media consumption moderated the relationship between epistemic curiosity and intentions to watch novel sports.
강준호 (2005). 스포츠산업의 개념과 분류. 체육과학연구, 16, 118-130.
박성희 (2007). 스포츠 팬의 행동결정요인에 대한 새로운 이해와 접근: 스포츠 팬의 호기심을 중심으로. 체육과학연구, 18, 173-184.
박성희, 김유겸 (2008a). 상황적 호기심이 스포츠 팬의 신규스포츠 관람의도에 미치는 영향: 스포츠광고를 이용한 상황적 호기심과 특성적 호기심의 구분을 중심으로. 체육과학연구, 19, 49-58.
박성희, 김유겸 (2008b). 호기심이 스포츠미디어소비행위에 미치는 영향력. 한국심리학회: 산업과 조직, 21, 493-521.
Baggozi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academy of Marketing Science, 16, 74-94.
Baltra, R., Myers, J. G., & Aaker, D. A. (1996). Advertising management (5th ed.). Englewood Cliffs, NJ: Prentice Hall.
Berlyne, D. E. (1949). Interest as a psychological concept. British Journal of Psychology, 39, 53-59.
Berlyne, D. E. (1954). A theory of human curiosity. British Journal of Psychology, 45, 180-191.
Berlyne, D. E. (1960). Conflict, arousal, and curiosity. New York: McGraw-Hill.
Berlyne, D. E. (1966). Curiosity and exploration. Science, 153, 25-33.
Berlyne, D. E. (1971). Aesthetics and psychobiology. New York: Appleton-Century-Crofts.
Brown, M. W., & Cudeck, R. (1992). Alternatives ways of assessing model fit. Sociological Methods and Research, 21, 230-258.
Carlin, K. A. (1999). The impact of curiosity on learning during a school field trip to the zoo. Unpublished doctoral dissertation, University of Florida, Florida.
Collins, R. P. (2000). Measurement of curiosity as a multidimensional personality trait. Unpublished doctoral dissertation, University of South Florida, Florida.
Cyr, T. A. (1996). Arousing and sustaining intellectual curiosity: a study of course design and implementation. Unpublished doctoral dissertation, University of Colorado, Denver.
Day, H. I. (1971). The measurement of specific curiosity. In H. I. Day, D. E. Berlyne, & D.E. Hunt (Eds.), Intrinsic motivation (pp. 77-97). Toronto, Ontario, Canada: Holt, Rinehart and Winston of Canada.
Day, H. I. (1982). Curiosity and interested explorer. National Society for Performance and Instruction Journal, May, 19-22.
Edelman, S. (1997). Curiosity and exploration. Retrieved June 21, 2007, from California State University, Northridge: http:// http://www. csun.edu/~vcpsy00h/students/explore.htm.
Ferber, R. (1977). Research by convenience. Journal of Consumer Research, 4, 57-58.
Fink, J. S., Trail, G. T., & Anderson, D. F., (2002). Environmental factors associated with spectator attendance sport consumption behavior. Sport Marketing Quarterly, 11(1), 8-19.
Fowler, H. (1965). Curiosity and exploratory behavior. New York: Macmillian.
Fornell, C., & Larcker, D. F. (1981), Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382-388.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.
Iso-Ahola, S. E. (1999). Motivational foundations of leisure. In E. L. Jackson, & T. L. Burton (Eds.), Leisure studies (pp.35-51). Venture Publishing, Inc.
Kashdan, T. B., Rose, P., & Fincham, F. D. (2004). Curiosity and exploration: Facilitating positive subjective experiences and personal growth opportunities. Journal of Personality Assessment, 82, 291-305.
Ko, Y. J., Kim, Y. K., & Park, S. H. (2007) Measuring spectators quality perceptions and satisfaction: The case of 2007 US Open Taekwondo Championship. Presented at the 2007 Sport Marketing Association Conference (SMA). Pittsburgh, Pennsylvania.
Kwon, H., & Trail, G. (2005). The feasibility of single-item measures in sport loyalty research. Sport Management Review, 8, 69-89.
Lehmann, D. (1994). Characteristics of ‘really’ new products in and now for something completely different. In M. Adams & J. LaCugna (Eds.), And now for something completely different: “Really” new products. (Report No. 94-124, pp. 29-31).
Litman, J. A., & Spielberger, C. D. (2003). Measuring epistemic curiosity and its diversive and specific components. Journal of Personality Assessment, 80, 75-86.
Loewenstein, G. (1994). The psychology of curiosity. A review and reinterpretation. Psychological Bulletin, 116, 75-98.
Mahony, D.F., Madrigal, R., & Howard, D.R. (1999). The effect of self-monitoring on behavioral and attitudinal loyalty towards athletic Sport Spectatorship. International Journal of Sport Marketing and Sponsorship, 1, 146-167.
Mahony, D. F., & Howard, D. R. (2001). Sport business in the next decade: A general overview of expected trends. Journal of Sport Management, 15, 275-296.
McLuhan, M. (1964). Understanding media: The extension of man. Cambridge: The MIT Press; 박정규 (역) (1997), 미디어의 이해. 서울: 커뮤니케이션북스.
Menon, S., & Soman, D. (2002). Managing the power of curiosity for effective web advertising strategies. Journal of Advertising, 31(3), 1-14.
Mullin, B., Hardy, S., & Sutton, W. (2000). Sport marketing (2nd ed.). Champaign, IL: Human Kinetics.
Naylor, F. D. (1981). A state-trait curiosity inventory. Australian Psychologist, 16, 172-183.
Park, S. H., & Moorman, A. M (2006). Strategic and innovative use of insurance in the sport industry: Implications for improving risk management techniques. Paper Presented at the conference of the 2006 Sport Recreation and Law Association Conference (SRLA). Albuquerque, NM.
Park, S. H. (2007). The measurement of sport fan curiosity. Unpublished doctoral dissertation, University of Louisville, Kentucky.
Park, S. H., Mahony, D. F., & Greenwell, T.C. (2007). The curiosity gap model: Curiosity and the intention to watch novel sports. Accepted at the 2007 Sport Marketing Association Conference (SMA). Pittsburgh, Pennsylvania.
Park, S. H., Andrew, D. P. S., & Mahony, D. F. (2008). Exploring the relationship between trait curiosity and initial interest in sport spectatorship. International Journal of Sport Management, 9, 286-301.
Raykov, T., & Marcoulides, G. A. (2008). An introduction to applied multivariate analysis. New York, NY: Routledge.
Reio, T. G. (1997). Effects of curiosity on socialization-related learning and job performance in adults. Unpublished doctoral dissertation. Virginia Polytechnic Institute and State University, Virginia.
Reio, T. G., Petrosko, J. M., Wiswell, A. K., & Thongsukmag, J. (2006). The measurement and conceptualization of curiosity. The Journal of Genetic Psychology, 167, 117-135.
Rosenberg, L., & Czepiel, J. (1983). A marketing approach for consumer retention. Journal of Consumer Marketing, 1(2),45-51.
Rossing, B. E., & Long, H. B. (1981). Contributions of curiosity and relevance to adult learning motivation. Adult Education, 32, 25-36.
Stewart, B., Smith, A. C. T., & Nicholson, M. (2003). Sport consumer typologies: A critical review. Sport Marketing Quarterly, 12(4), 206-216.
Toffler, A. & Toffler, Heidi. (2006). Revolutionary wealth. New York, NY: Knopf.
Trail, G. T., Fink, J. S., & Anderson, D. F., (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1), 8-17.
Jeffrey D. J., & Stephen, D. R. (2004). Comparing Sport Consumers Motivation Across Multiple Sports. Sport Marketing Quarterly, 12, 17-25.
Jordan, J. S., & Turner, B. A. (2008). The feasibility of single-item measures for organizational justice. Measurement in Physical Education and Exercise Science, 12, 237-257.
Urban, G. L., Weinberg, B. D., & Hauser, J. R. (1996). Premarket forecasting of really-new products. Journal of Marketing, 60, 47-60.
Voss, H. G., & Keller, H. (1983). Curiosity and exploration. New York: Academic Press.
Wann, D. L., Melnick, M. J., Russell, G. W., & Pease, D. G. (2001). Sport fans: The psychology and social impact of spectators. New York: Routledge.
Weinberg, R. S., & Gould, D. (1999). Foundations of sport and exercise psychology (2nd ed.). Champaign, IL: Human Kinetics Publishing.