Wonseok(Eric) Jang

Digital innovations in sport broadcasting are reshaping consumption by altering visual presentation. Drawing on the Components of User Experience (CUE) model, this research examines how broadcast perspectives (first-person vs. third-person) influence viewers’ perceptions and intentions across contexts. Two online experiments with Chinese adults were conducted via Credamo. Study 1 used MotoGP footage ( N = 400) and Study 2 used soccer footage ( N = 400). Participants viewed a 3-min clip and reported embodiment, presence, perceived ease of use, broadcast effectiveness, flow, imagery fluency, viewing intention, and attendance intention, with sport involvement as a moderator. First-person perspective increased embodiment and presence, whereas third-person enhanced broadcast effectiveness and ease of use (soccer). Presence, ease of use, and effectiveness, but not embodiment, predicted flow and imagery fluency. Both responses predicted continuous viewing intention in both studies. Imagery fluency predicted attendance intention in both studies, whereas flow did so only in Study 1. Sport involvement moderated several perspective effects, but not uniformly across outcomes or studies. Findings inform perspective-based broadcast design and audience segmentation.

Grounded in the Cognitive Theory of Multimedia Learning and the cognitive–affective–conative model, this study examines how the presence versus absence of sports commentary shapes viewers’ cognitive and affective responses and, ultimately, viewing intention, as well as whether these pathways vary by prior knowledge. An experiment using a one-factor, two-level (commentary present vs. absent) between-subjects design was conducted with 124 undergraduate and graduate students in South Korea. Data were analyzed using structural equation modeling with bootstrapped confidence intervals. Results showed that viewers exposed to commentary reported higher subjective attention and processing fluency than those in the no-commentary condition. Serial indirect effects were supported, indicating that commentary strengthened viewing intention via cognitive responses (attention and fluency) and affective responses (enjoyment and excitement). Regarding conditional serial indirect effects, the results suggested an expertise-reversal pattern in which the benefits of commentary were attenuated as prior knowledge increased, primarily through fluency-based pathways rather than attention-based pathways. These findings clarify the psychological mechanisms through which commentary shapes sports viewing experiences and suggest that personalized audio and information formats aligned with viewers’ knowledge levels may enhance engagement.

With the rapid advancement of technology, esports have become more accessible and widespread on online platforms. The behavior of fans watching live broadcasts online differs from that of those watching on TV or attending stadium events. To understand the online demand for esports, this study examines the determinants of live esports viewership using advanced data from online platforms. We examined game-level data from the League of Legends Champions Korea (LCK) from the summer of 2019 to the summer of 2022. We analyzed four dependent variables representing esports online demands—hours watched, peak views, concurrent average views, and view drops—based on several pre-game (outcome uncertainty and team quality), in-game (game quality and upset result), and schedule-related (evening game) variables. Using two-way least squares dummy variable regression models, we identified the key determinants. The results suggest that outcome uncertainty, team quality, game quality, and evening games significantly impact esports online viewership. In addition, in-game factors, such as the sum and difference in kills between teams, attracted more viewers. This indicates that online viewers prefer games with more kills and a closer kill difference between teams.

Studies on esports league demand via new media platforms are limited yet. This paper is the first to identify determinants of esports highlight viewership. Using set-level highlight view count from YouTube, we analyze various determinants to explain view counts. As a result, we found that the number of kills, playoff games, age of video clip, 2nd round games, and 3rd set is positively correlated to view counts. Outcome uncertainty and upset results do not affect view counts. We interpret the results that as highlight clips are released after the game is finished, viewers can know the results when making a decision. Or, relatively short highlight videos reduce opportunity costs for fans and fans do not care about game outcomes much.

Drawing on propositions from the HAII-TIME (Human–artificial intelligence [AI] Interaction and the Theory of Interactive Media Effects) and Persuasion Knowledge Model, this study examines how knowledge of automated journalism (AJ) moderates the evaluation of algorithmically generated news. Experiment 1 demonstrates the utility of process-related knowledge in user evaluations of agency: individuals with little knowledge of AJ prefer attributions of human authorship over news stories attributed to algorithms, whereas individuals with high AJ knowledge have an equal or stronger preference for news that is described as algorithmically generated. Experiment 2 conditions these effects to show how prior characterizations of AJ—whether more machine- or human-like—shape evaluations of algorithmically generated news contingent on user age and knowledge level. Effects are found for differing age groups at lower levels of AJ knowledge, where machine-like characterizations enhance evaluations of algorithmically generated news for younger users but ascribing human-like traits enhances evaluations of automated news for older users.

Most sport teams utilize mascots as a distinctive brand element to draw the attention of existing and potential fans and to deliver optimal fan experiences. We investigated the effects of anthropomorphic promotion using team mascots on the potential fans’ psychological and behavioral responses. We employed a 2 (figure: logo vs. mascot) × 2 (background color: cool vs. warm) between-subjects factorial design, using the Miami Marlins in the experimental scenario. After controlling for baseball involvement and brand familiarity, analysis of data obtained from 239 potential fans demonstrated the positive effect of anthropomorphic promotion using team mascots on participants’ psychological closeness and media consumption intentions. To explain the psychological mechanism of this effect, we tested and confirmed a causal model containing a sequential mediation (figure type → perceived anthropomorphism → psychological closeness → media consumption intentions), in conjunction with perceived loneliness.

The purpose of this study was to assess whether self-imagery is more effective than other-imagery, and if so, to investigate the mechanism of how self-imagery generates more increased positive responses from consumers. Furthermore, we explored the boundary conditions associated with reduced positive effects of self-imagery on consumer responses. The results of Experiment 1 suggest that self-imagery was more effective than other-imagery in generating a favorable attitude toward an advertisement and purchase intention, since it enhanced a sense of presence, and consequently, imagery engagement. However, based on the results of Experiment 2, when an advertisement evoked a sense of high-risk, self-imagery generated a less favorable attitude toward the advertisement than other-imagery due to the emotion of fear evoked by the advertisement.

Based on the Modality-Agency-Interactivity-Navigability model and the anthropomorphism theory, this study examines whether embedding human-like characteristics in algorithms increases the persuasiveness of algorithm-written news. This study further investigates how different types of relationships (servant or friend) that human writers form with algorithms determine the persuasiveness of algorithm-generated news. Experiment 1 demonstrated that participants who read the human- and humanized algorithm-written news showed greater emotional involvement in the stories and liked the articles more than those who read the algorithm-written news. The participants also reported that news written by humans, humanized algorithms, and algorithms, had equal news credibility. Experiment 2 further showed that the participants perceived the news as more credible and experienced greater degrees of emotional involvement when human writers formed a partner-to-friend relationship with humanized algorithms while generating news rather than a servant-to-master relationship.