Despite the growing popularity of sport video games (SVGs), particularly as it relates to their growth as a marketing tool, there has been relatively little research on the psychology and behavior of the sport video gamer. The current study examined the psychological and consumptive behavior of sport video gamers across different levels of game play. Data from 239 gamers was collected from four popular online video game sites. This study provides evidence that sport video gamers are sport fans that engage in a variety of sport consumptive behaviors. The findings also suggest that sport...Read more
