From Scroll to Stadium: Understanding Fans' Engagement Behavior in the Digital Sports Era
DOI:
https://doi.org/10.55737/trt/v-v.257Keywords:
Social Mediated Applications, Sports Fans, Uses & Gratification TheoryAbstract
Grounded in Uses and Gratifications Theory (UGT), this study investigates the mediating role of attitude toward online sports viewing in the relationship between convenience and online sports viewership behavior among users of high-definition (HD) mediated sports applications. Despite the rise in the digital sports viewership trend, the psychological pathway connecting convenience to viewership behavior is still not understood, especially in developing nations like Pakistan. A structured, five-point Likert-scale questionnaire was applied to gather information from 1,080 Pakistani sports enthusiasts using a quantitative, cross-sectional methodology. PLS-SEM was used for analysis. The findings show that attitude toward online sports viewing is strongly and favorably influenced by convenience (β =.236, p <.001), which in turn significantly predicts online sports viewing behavior (β =.668, p <.001).
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Copyright (c) 2026 Syed Zaki Abbas Shah, Muhammad Amin
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