The Structural Relationships between Sports Participation Motivation, Flow Experience, Participation Satisfaction and Behavioral Intention of New Silver Generation

2018 ◽  
Vol 23 (2) ◽  
pp. 16-30
Author(s):  
yong seok Choi ◽  
Seung Ho Shin ◽  
Seung A Shin
Keyword(s):  
Behavioral Intention ◽  
Sports Participation ◽  
Flow Experience ◽  
Participation Motivation ◽  
Structural Relationships

An In-depth Analysis on Youth`s E-sports Participation Motivation

2011 ◽  
Vol 45 ◽  
pp. 621-634
Author(s):  
Jae Won Choi ◽  
Sung Goo Kang ◽  
Kyoung Doo Kang ◽  
Hye Yeon Jung ◽  
Myung Up Chun
Keyword(s):  
Sports Participation ◽  
Participation Motivation ◽  
Depth Analysis

Impact of Flow and Brand Equity in 3D Virtual Worlds

2010 ◽  
Vol 21 (3) ◽  
pp. 69-89 ◽  
Author(s):  
Fiona Fui-Hoon Nah ◽  
Brenda Eschenbrenner ◽  
David DeWester ◽  
So Ra Park
Keyword(s):  
Brand Equity ◽  
Virtual Worlds ◽  
Behavioral Intention ◽  
Virtual World ◽  
Theoretical Foundation ◽  
Flow Experience ◽  
3D Virtual Worlds ◽  
3D Virtual World ◽  
The Impact ◽  
The Relationship

This research is a partial test of Park et al.’s (2008) model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual worlds. The findings suggest that the balance of skills and challenges in 3D virtual worlds influences users’ flow experience, which in turn influences brand equity. Brand equity then increases behavioral intention. The authors also found that the impact of flow on behavioral intention in 3D virtual worlds is indirect because the relationship between them is mediated by brand equity. This research highlights the importance of balancing the challenges posed by 3D virtual world branding sites with the users’ skills to maximize their flow experience and brand equity to increase the behavioral intention associated with the brand.

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