Understanding consumers’ decision-making and behaviors in a variety of sport consumption contexts including sport media behavior, fantasy sports, sport video gaming, and sponsorship evaluation

Principal Investigator(s): Dae Hee Kwak Links to an external site., Kinesiology

Unit(s) involved: Kinesiology, Psychology, Business School

Summary: This research focuses on understanding consumers’ decision-making and behaviors in a variety of sport consumption contexts, including sport media behavior, fantasy sports, sport video gaming, and sponsorship evaluation.

This project will investigate how VR/AR can enhance fan experience on Game Day as well as live sport viewing experience at home. This project also will investigate the application of VR in the athletic training space for professional athletes and recreational participants to enhance performance.

In particular, it answers the question: How do we find ways to seamlessly emerge virtual viewing experience and physical reaction in a given situation to provide more applicable feedback to end-users?