Second Screen and Sports: A Structural Investigation Into Team Identification and Efficacy

Abstract

A second screen is defined as a second electronic device used by audience members while watching a television program. While second screen use during sport programming is on the rise, current understanding of second screen use and engagement is lacking. Thus, in an attempt to extend Niche Theory, the current study employs a structural equation model to further understanding of second screen use. Further, to better understand the outcome of second screen use, the current study examines the relationship between team identification, engagement, and self-efficacy with second screen use. Results suggest that engagement and self-efficacy both have a direct influence on attitude, whereas team identification and self-efficacy have a positive impact on engagement. Each of the hypothesized relationships is tested individually as well as in a theoretically constructed model of engagement and use.