Communication & Sport, Journal Year: 2025, Volume and Issue: unknown
Published: March 3, 2025
With the rapid development of Metaverse technology, sports industry has gradually integrated it to enhance event experiences and fan engagement. This study aims explore impact characteristics in events on immersion, satisfaction, team attitude. used questionnaire survey, collecting data from 1208 participants MZ generation (age 18–42) who had experience Korea, including Koreans foreigners studying working Korea. The SEM analysis results revealed that relational transcendence a significant positive effect while cognitive image significantly influenced spatial immersion. Spatial immersion personal also satisfaction. Further showed both satisfaction effects Additionally, low-engagement consumers showing stronger perceptions immersive consumer foster more attitude toward team. Future marketing strategies should consider integration virtual real experiences, providing deeply interactive personalized for with varying levels
Language: Английский