1. Dave Malerk
Abstract Interpretation #1
How Confident Are You to Win Your Fantasy League: Exploring the Antecedents and
Consequences of Winning Expectancy
The purpose of this study is to propose a conceptual model for investigating the
antecedents and consequences of winning expectancy in the fantasy sport consumption context.
Employing the illusion of control theory as a conceptual framework, the study hypothesized that
perceived football knowledge, perceived ease of use the service Website, and enjoyment as
predictors of winning expectancy and time and money involvement as consequences. The
proposed model is tested using a convenience sample (N=244) of college students and the SEM
results supported all hypothesis. Further, the proposed model was more parsimonious and
performed better than the competing model.
1 The general topic of the research is to study the consumer’s mind when it comes to the
benefits and negatives of consuming sports through fantasy sport outlets.
2 The background information that is provided in the abstract by the authors is the
consumers knowledge about football, their usage (ease of use) of fantasy websites, their
enjoyment picking matchups, and time and money involvement in fantasy sports.
3 There is no real question listed, but the authors state what they are doing with their
research: “The purpose of this study is to propose a conceptual model for investigating
the antecedents and consequences of winning expectancy in the fantasy sport
consumption context.”
4 The data for their research was gathered by surveying 244 college students.
5 The data was analyzed by the use of the SEM results.
6 The findings of the research were that the results supported their hypothesis.
7 The significance of their findings was that their model was better than competing models.
8 Citation:
DaeHee, K., ChoongHoon, L., Woo Young, L., & Mahan, I. (2010). How Confident Are
You to Win Your Fantasy League: Exploring the Antecedents and Consequences
of Winning Expectancy. Journal of Sport Management, 24(4), 416-433. Retrieved
fromEBSCOhost.
.

2. Dave Malerk
Abstract Interpretation #2
Fantasy Sport Consumer Segmentation: An Investigation into the Differing Consumption
Modes of Fantasy Football Participants.
Sport fandom is one of the preeminent leisure activities in our society, and contemporary sport
consumption has evolved to a point wherein it includes several activities such as event attendance,
television viewership, and publication subscriptions, both online and in print. Among these means of
sport fan consumption is fantasy sport participation. While the activity has grown immensely within the
past few decades, relatively little is known about who participates and what impact participation has on
the consumption of sport products and services. Thus, the aim of this study was to investigate the
differing modes of sport consumption exhibited by fantasy sport participants. Employing an orthogonal
research design, the study uncovered four distinct consumption modes, each with differing patterns of
behavior. Discussed are the theoretical results with regard to player attachment and psychological
commitment to team as well as practical implications for sport marketers looking to utilize fantasy sport
participation as an enhanced marketing communication tool.
1 The general topic of this research is about fans consumption of sports through fantasy outlets.
2 The background information that is provided isn’t much. Authors just state that not much
information is out there because of the recent growth in the outlet within the past few
decades.General information that is listed is that there is a growth in fantasy sport
participation.
3 The research question is that “the aim of this study was to investigate the differing modes of
sport consumption exhibited by fantasy sport participants.”
4 The data was gathered by implementing an orthogonal research design that studied four
consumption modes.
5 The data was analyzed by exploring the four consumption modes in which each contained
different patterns of behavior.
6 The findings were that there is a relationship between player attachment and commitment to
teams.
7 The significance of the findings was that fantasy sports and fantasy sport participation open
up a new way of marketing sports to consumers.
8 Citation:
Dwyer, B &Drayer, J. (2010). Fantasy Sport Consumer Segmentation: An Investigation
into the Differing Modes of Fantasy Football Participants. Sport Marketing Quaterly,
19(4), 207-216. Retrieved from EBSCOhost.