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European Sport Management Quarierly
欧洲体育管理公司

European Sport Management Quarterly
欧洲体育管理季刊

Fan and fantasy: investigating the impact of fantasy sports on sports fan identity
粉丝与幻想:调查梦幻体育对体育迷身份的影响

Apurva Jha, Arpan Kumar Kar & Agam Gupta
Apurva Jha, Arpan Kumar Kar & Agam Gupta的

To cite this article: Apurva Jha, Arpan Kumar Kar & Agam Gupta (02 Jun 2024): Fan and fantasy: investigating the impact of fantasy sports on sports fan identity, European Sport Management Quarterly, DOI: 10.1080/16184742.2024.2342841
引用这篇文章:Apurva Jha, Arpan Kumar Kar & Agam Gupta(2024年6月2日):粉丝与幻想:调查梦幻体育对体育迷身份的影响,欧洲体育管理季刊,DOI:10.1080/16184742.2024.2342841
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CrossMark 交叉标记

Fan and fantasy: investigating the impact of fantasy sports on sports fan identity
粉丝与幻想:调查梦幻体育对体育迷身份的影响

Apurva Jha (), Arpan Kumar Kar (6) and Agam Gupta
Apurva Jha ()、Arpan Kumar Kar (6) 和 Agam Gupta
Department of Management Studies, Indian Institute of Technology, Delhi, India
印度理工学院管理研究系,印度德里

Abstract 抽象

Research question: This study investigates the impact of fantasy sport on online sport fan identities. It explores the sociopsychological outcomes experienced by sport fans participating in fantasy sport and investigates their collaborative value cocreation practices. Research methods: We use netnography to collect user comments across relevant subreddits. We further employ content analysis to identify the socio-psychological outcomes experienced by sport fans participating in fantasy sport and to gain insights into value co-creation practices within the fantasy sport community. Findings: This study presents three significant findings. Firstly, it delineates BIRGing as celebration and trash talk and CORFing as disappointment, contemplation, and avoidance. Secondly, it introduces two new socio-psychological outcomes - FAGing and FARDing - encapsulating the dual identity of sport fans participating in fantasy sport. Third, it identifies three unique cocreation practices observed in fantasy sport communities favoritism and subgrouping; sharing, supporting, and strategizing; and bragging. Implications: This study contributes to our understanding of the impact of fantasy sport on the fan - team dynamic and the emergence of distinctive co-creation practices among evolved fans. From a practical perspective, the research has implications for sport managers and fantasy sport platforms, as fantasy sport serves as a powerful tool for engaging audiences of professional sport leagues.
研究问题:本研究调查了梦幻体育对在线体育迷身份的影响。它探讨了体育迷参与梦幻体育所经历的社会心理学结果,并调查了他们的协作价值共创实践。研究方法:我们使用 netnography 来收集相关 subreddit 中的用户评论。我们进一步采用内容分析来识别体育迷参与梦幻体育所经历的社会心理结果,并深入了解梦幻体育社区内的价值共创实践。结果: 本研究提出了三个重要的发现。首先,它将 BIRGing 描述为庆祝和垃圾话,将 CORFing 描述为失望、沉思和逃避。其次,它引入了两个新的社会心理学结果——FAGing 和 FARDing——概括了参与梦幻体育的体育迷的双重身份。第三,它确定了在梦幻体育社区中观察到的三种独特的共创实践:偏爱和子分组;分享、支持和制定战略;和吹嘘。意义:本研究有助于我们理解梦幻体育对球迷-团队动态的影响,以及进化球迷中独特的共创实践的出现。从实践的角度来看,这项研究对体育经理和梦幻体育平台具有影响,因为梦幻体育是吸引职业体育联盟观众的有力工具。

ARTICLE HISTORY 文章历史

Received 26 September 2022
收稿日期 2022-09-26

Accepted 23 March 2024 接受日期 2024 年 3 月 23 日

KEYWORDS 关键字

Fantasy sport; fan identity; BIRGing; CORFing; value cocreation
梦幻体育;粉丝身份;桦木;电缆;价值共创

Introduction 介绍

Contemporary sport consumption includes activities such as viewing television, attending events, subscribing to publications, expressing one’s fan identity online, and cultivating connections with sport teams and fellow enthusiasts (Yoshida et al., 2014). Fantasy sport participation constitutes a prominent mode of sport consumption in this landscape.
当代体育消费包括看电视、参加活动、订阅出版物、在线表达自己的粉丝身份以及与运动队和其他爱好者建立联系等活动(Yoshida et al., 2014)。在这种景观下,梦幻体育参与构成了一种突出的体育消费模式。
In fantasy sport, participants move beyond conventional sport media consumption and engage in strategic decision-making (Lee & Liu, 2022). Incorporating fantasy sport into their sport consumption enables fans to broaden their interests beyond
在梦幻体育中,参与者超越了传统的体育媒体消费,参与到战略决策中(李和刘,2022)。将梦幻体育纳入他们的体育消费中,使球迷能够扩大他们的兴趣范围

their preferred teams (Yuksel et al., 2021). While this phenomenon has existed for several decades, the proliferation of the internet has precipitated a rapid expansion of the fantasy sport industry, encompassing nearly all major sport leagues (Randle & Nyland, 2008). The daily fantasy sport sector is currently valued at USD 49.53 billion and experiences an annual growth rate of 12.92 % 12.92 % 12.92%12.92 \% (Mordor Intelligence, 2023).
他们喜欢的团队(Yuksel et al., 2021)。虽然这种现象已经存在了几十年,但互联网的普及已经加速了梦幻体育行业的快速扩张,几乎涵盖了所有主要的体育联盟(Randle & Nyland,2008)。每日梦幻体育行业目前价值 495.3 亿美元,年增长率为 12.92 % 12.92 % 12.92%12.92 \% (Mordor Intelligence,2023 年)。
Research in sport has traditionally centered on sport fans and their affiliations with sport teams (Kang, 2015). Grounded in social identity theory (SIT), two behavioral outcomes - ‘basking in reflected glory’ (BIRGing) and ‘cutting off repeated failure’ (CORFing), serve as mechanisms through which sport fans exhibit their affiliations with sport teams and uphold their self-esteem online (Mudrick et al., 2016). Beyond team affiliations, sport fans also often identify with a group of like-minded individuals (Pegoraro, 2013). Moreover, they use social media communities to engage in teamrelated interactions (Yim et al., 2021). Interactions among sport fans, whether online or offline, frequently foster an environment of value co-creation (Kolyperas et al., 2019).
体育研究传统上集中在体育迷及其与运动队的联系上(Kang,2015 年)。以社会认同理论 (SIT) 为基础,两种行为结果——“沐浴在反射的荣耀中”(BIRGing)和“切断重复的失败”(CORFing),作为体育迷展示他们与运动队的联系并在网上维护自尊的机制(Mudrick et al., 2016)。除了团队隶属关系之外,体育迷还经常认同一群志同道合的人(Pegoraro,2013 年)。此外,他们使用社交媒体社区参与与团队相关的互动(Yim et al., 2021)。体育迷之间的互动,无论是线上还是线下,都经常营造一个价值共创的环境(Kolyperas et al.,2019)。
For researchers, fantasy sport presents an intriguing context that emphasizes individual player performance. Consequently, it can dilute one’s allegiance to one’s favorite sport team and introduce conflicts for individuals who maintain dual interests in their favorite and fantasy teams (Dwyer & Drayer, 2010; Larkin & Fink, 2016). Such a scenario can alter established constructs within sport fan behavior and give rise to novel behaviors and practices.
对于研究人员来说,梦幻体育提供了一个有趣的背景,强调单个球员的表现。因此,它可以稀释一个人对自己喜欢的运动队的忠诚,并为那些在他们最喜欢的和幻想的团队中保持双重利益的个人带来冲突(Dwyer & Drayer,2010;Larkin和Fink,2016年)。这种情况可以改变体育迷行为中的既定结构,并产生新的行为和做法。
However, except for the work of Dwyer et al. (2016), research on the behaviors of fantasy sport participants is limited. Further, existing research investigates online interactions among fantasy sport participants as a complementary tool to enhance a fan’s digital experience through camaraderie and shared experience (Ruihley & Hardin, 2011; Yuksel et al., 2017). However, we aim to look at these interactions as value co-creating practices, drawing on the resemblance of fantasy sport to traditional sport fandoms (Drayer et al., 2010; Dwyer et al., 2016). In addition to interacting within the fantasy sport community, fantasy sport participants engage with other stakeholders within the sport ecosystem to acquire information and manage their contest performance. Consequently, we investigate how these inter-actor engagements facilitate value co-creation practices. The research questions we address are as follows:
然而,除了 Dwyer 等人(2016 年)的工作外,对梦幻运动参与者行为的研究是有限的。此外,现有的研究调查了梦幻体育参与者之间的在线互动,作为一种补充工具,通过友情和共享经验来增强粉丝的数字体验(Ruihley & Hardin,2011;Yuksel et al., 2017)。然而,我们的目标是将这些互动视为价值共创实践,借鉴梦幻体育与传统体育迷的相似之处(Drayer 等人,2010 年;Dwyer et al., 2016)。除了在 Fantasy Sport 社区内互动外,Fantasy Sport 参与者还与体育生态系统中的其他利益相关者互动,以获取信息并管理他们的比赛表现。因此,我们研究了这些参与者间的参与如何促进价值共创实践。我们解决的研究问题如下:
RQ1: How do BIRGing and CORFing change when sport consumers play the dual roles of fantasy sport participants and sport fans?
RQ1:当体育消费者扮演梦幻体育参与者和体育迷的双重角色时,BIRGing 和 CORFing 会如何变化?
RQ2: What distinct value co-creation practices emerge from interactions among sport fans engaged in fantasy sport?
RQ2:参与梦幻体育的体育迷之间的互动中出现了哪些独特的价值共创实践?
To address these research questions, we employed netnography to collect data from Reddit during Euro 2020. We then utilized content analysis to identify subdimensions of BIRGing and CORFing online, investigate the post-contest behavior of sports fans participating in fantasy sport, and explore unique value co-creation practices within the fantasy sport community.
为了解决这些研究问题,我们在 2020 年欧洲杯期间使用 netnography 从 Reddit 收集数据。然后,我们利用内容分析来确定在线 BIRGing 和 CORFing 的子维度,调查参与梦幻体育的体育迷的赛后行为,并探索梦幻体育社区内独特的价值共创实践。
Our findings introduce two novel socio-psychological outcomes observed among sport fans participating in fantasy sport, extending the concepts of online BIRGing and CORFing. Additionally, we identify three distinct value co-creation practices within the online fantasy sport community. We also investigate how the triadic
我们的研究结果介绍了在参与梦幻体育的体育迷中观察到的两种新的社会心理结果,扩展了在线 BIRGing 和 CORFing 的概念。此外,我们在在线梦幻体育社区中确定了三种不同的价值共创实践。我们还研究了 triadic

engagement of fantasy sport participants, on-field athletes, and contest organizers facilitates these practices.
Fantasy Sport 参与者、场上运动员和比赛组织者的参与促进了这些做法。
The findings of this study enhance our understanding of the dynamics between sport fans, sport teams, and fantasy teams. It also sheds light on the distinctive co-creation practices found among these fans. From a practical perspective, this research offers valuable insights for league owners, team managers, and sport service providers, providing them with the knowledge to effectively utilize fantasy sport as an engagement tool and meet the evolving demands of sport fans.
这项研究的结果增强了我们对体育迷、运动队和梦幻球队之间动态的理解。它还阐明了在这些粉丝中发现的独特共创做法。从实践的角度来看,这项研究为联盟所有者、球队经理和体育服务提供商提供了宝贵的见解,为他们提供了有效利用梦幻体育作为参与工具并满足体育迷不断变化的需求的知识。
We organize the remainder of the study as follows: section 2 introduces the fundamental theoretical concepts and identifies the research gap. Section 3 outlines the research methodology. The findings are presented in section 4 . Section 5 offers the theoretical and practical implications of the results and explores the study’s limitations and avenues for future research. Finally, section 6 presents the study’s conclusions.
我们将研究的其余部分组织如下:第 2 节介绍了基本理论概念并确定了研究差距。第 3 节概述了研究方法。调查结果在第 4 节中介绍。第 5 节提供了结果的理论和实践意义,并探讨了该研究的局限性和未来研究的途径。最后,第 6 节介绍了该研究的结论。

The fantasy sports phenomenon
梦幻体育现象

Academic research on fantasy sport can be categorized into three main themes - the effects of fantasy sport on sport consumption, the effects of fantasy sport on sport consumers, and the ethical and legal aspects of fantasy sport. In this research, we focus on the first two.
关于梦幻体育的学术研究可分为三个主要主题——梦幻体育对体育消费的影响、梦幻体育对体育消费者的影响以及梦幻体育的道德和法律方面。在这项研究中,我们专注于前两个。
Studies have found that fantasy sport positively impacts sport consumption (Goldsmith & Walker, 2015). Research suggests that fantasy sport participants spend more time engaging with sport, following media coverage, watching live game streams, tracking statistics, and interacting on social media (Ruihley & Hardin, 2013). They also spend more on sport by buying tickets and merchandise. Increased consumption leads to greater attitudinal and behavioral loyalty toward sport leagues, as reflected in in-game attendance and repeated behaviors (Buser et al., 2021).
研究发现,梦幻运动对运动消费产生积极影响(Goldsmith & Walker,2015)。研究表明,梦幻运动参与者花费更多的时间参与体育活动,关注媒体报道,观看现场比赛直播,跟踪统计数据,并在社交媒体上互动(Ruihley & Hardin,2013)。他们还通过购买门票和商品在体育上花费更多。消费的增加导致对体育联盟的态度和行为忠诚度更高,这反映在比赛出勤率和重复行为上(Buser 等人,2021 年)。
The second theme explores the influence of fantasy sport on sport consumers. Fantasy sport participants exhibit higher enjoyment and social interaction (Billings & Ruihley, 2013). However, engagement with fantasy sport can also potentially disrupt relationships and lead to conflicts with partners and families (Kissane & Winslow, 2016).
第二个主题探讨了梦幻体育对体育消费者的影响。幻想运动参与者表现出更高的享受和社交互动(Billings & Ruihley, 2013)。然而,参与梦幻体育也可能破坏关系并导致与伴侣和家庭的冲突(Kissane & Winslow,2016)。
Fantasy sport offers intellectual and emotional value, acts as a touchpoint for various sport actors, allows sport fans to demonstrate their sport knowledge, and facilitate com-munity-building (Bernthal et al., 2015; Weimer, 2020). However, research argues that fantasy sport undermines the experience of sport spectatorship (Aikin, 2013) and potentially distorts the concept of team loyalty, as participants often prioritize their fantasy team’s success over the game’s overall quality (Carlson, 2013).
梦幻体育提供智力和情感价值,充当各种体育演员的接触点,让体育迷展示他们的体育知识,并促进社区建设(Bernthal 等人,2015 年;Weimer,2020 年)。然而,研究认为,梦幻体育会破坏体育观众的体验(Aikin,2013 年),并可能扭曲团队忠诚度的概念,因为参与者通常优先考虑他们梦幻球队的成功而不是比赛的整体质量(Carlson,2013 年)。
Therefore, participation in fantasy sport can lead to two distinct attitudes among sport fans. On one hand, fantasy sport players exhibit higher sport consumption and greater loyalty toward sport leagues. However, fantasy sport may distort traditional teamfocused loyalties in sport. These conflicting attitudes call for a deeper understanding of sport fans who are also fantasy sport participants.
因此,参与梦幻体育会导致体育迷产生两种截然不同的态度。一方面,梦幻体育玩家表现出更高的体育消费和对体育联盟的更高忠诚度。然而,梦幻体育可能会扭曲体育运动中传统的以团队为中心的忠诚度。这些相互矛盾的态度要求对同时也是梦幻运动参与者的体育迷有更深入的了解。
Therefore, this study utilizes the socio-psychological outcomes or self-esteem responses emerging from SIT (Tajfel, 1978) and the concept of customer - customer
因此,本研究利用了 SIT (Tajfel, 1978) 和客户 - 客户的概念中出现的社会心理结果或自尊反应

value co-creation in sport (Uhrich, 2014) to explore the identity of sport fans in connection to their participation in fantasy sport. Specifically, it investigates the evolution of a sport fan’s socio-psychological outcomes and the unique value co-creation activities within fantasy sport communities.
重视体育中的共创 (Uhrich,2014 年),以探索体育迷与参与梦幻体育相关的身份。具体来说,它调查了体育迷社会心理结果的演变以及梦幻体育社区内独特的价值共创活动。

The identity of a fantasy sports participant
梦幻体育参与者的身份

The Sports Value Framework (SVF) (Woratschek et al., 2014) conceptualizes sport events as platforms wherein diverse network actors converge to generate value collaboratively. In the context of team sport events, various stakeholders (teams, leagues, organizers, security, media, fans, etc.) co-create value because of interconnected value propositions.
体育价值框架 (SVF) (Woratschek et al., 2014) 将体育赛事概念化为各种网络参与者汇聚在一起共同创造价值的平台。在团队体育赛事的背景下,由于相互关联的价值主张,各种利益相关者(球队、联盟、组织者、安保、媒体、球迷等)共同创造价值。
The SVF offers guidance to analyze the sport ecosystem at three levels. The meso-level encompasses the comprehensive network of actors engaged in value co-creation. At the intra-level, we focus on individual actors within the system. The micro-level explores both dyadic (e.g. team-fan relationships) and triadic relationships (e.g. team-sponsorfan relationships) among actors. These analytical levels encapsulate the nature of value co-creation in the sport industry, where the complexity of value co-creation increases as one progresses from individual actors, dyads (Nolan et al., 2022), and triads to the entire network of actors. In this research, we specifically concentrate on the micro-level analysis, focusing on the fan-team relationship which is explored using the SIT.
SVF 为在三个层面分析体育生态系统提供了指导。中观层面包括参与价值共同创造的行动者的综合网络。在内部层面,我们关注系统内的各个参与者。微观层面探讨了演员之间的二元关系(例如团队与粉丝的关系)和三元关系(例如团队与赞助商的关系)。这些分析水平概括了体育行业价值共创的本质,其中价值共创的复杂性随着一个人从个体参与者、二元组(Nolan 等人,2022 年)和三元组发展到整个参与者网络而增加。在这项研究中,我们特别专注于微观层面的分析,重点是使用 SIT 探索的粉丝与球队的关系。
SIT suggests that individuals strive for a positive social identity by emphasizing successful associations and disassociating from unsuccessful groups (Tajfel & Turner, 2004). In sport, SIT manifests through team identification, which refers to fans’ psychological connection with a team (Hirshon, 2020). Fans exhibit team identification by (a) associating themselves with successful teams, i.e. BIRGing (Brown-Devlin et al., 2018) and (b) by disassociating themselves from unsuccessful teams and practicing CORFing (Jensen et al., 2016; Trail et al., 2003).
SIT 建议个人通过强调成功的交往和与不成功的群体分离来争取积极的社会身份(Tajfel & Turner, 2004)。在体育运动中,SIT 通过团队识别表现出来,这是指球迷与球队的心理联系(Hirshon,2020 年)。球迷通过以下方式展示团队认同:(a) 将自己与成功的球队联系起来,即 BIRGing(Brown-Devlin 等人,2018 年)和 (b) 通过将自己与不成功的球队无关并练习 CORFing(Jensen 等人,2016 年;Trail et al., 2003)。
BIRGing behaviors include making verbal statements, displaying team logos and jerseys, and publicly celebrating victories. Conversely, CORFing involves refraining from displaying the losing team’s apparel, withholding online support and interactions with fellow fans, and avoiding media coverage of the team’s poor performance (Ber-nache-Assollant et al., 2007; Spinda, 2011).
BIRGing 行为包括发表口头声明、展示球队标志和球衣以及公开庆祝胜利。相反,CORFing 包括避免展示失败球队的服装,拒绝在线支持和与其他球迷的互动,以及避免媒体报道球队的糟糕表现(Ber-nache-Assollant 等人,2007 年;Spinda,2011 年)。
Social networking sites are an apt forum for sport fans to exhibit their team identification and maintain their image via BIRGing and CORFing (Mudrick et al., 2016). Examining the manifestation of BIRGing and CORFing phenomena to understand behavioral outcomes in fantasy sport shows that traditional fans and fantasy sport participants exhibit differences in the degree of BIRGing and CORFing (Dwyer et al., 2016). For example, traditional sport fans tend to avoid media when their favorite team loses, whereas fantasy sport participants are more likely to avoid communication with others. However, research examining sport fans’ post-contest reactions in a fantasy sport context remains limited.
社交网站是体育迷通过 BIRGing 和 CORFing 展示他们的团队身份并维护其形象的合适论坛(Mudrick et al., 2016)。检查 BIRGing 和 CORFing 现象的表现以了解梦幻运动中的行为结果表明,传统球迷和梦幻运动参与者在 BIRGing 和 CORFing 的程度上表现出差异(Dwyer 等人,2016 年)。例如,当他们最喜欢的球队输球时,传统体育迷往往会避免使用媒体,而梦幻体育参与者则更有可能避免与他人交流。然而,在梦幻体育背景下考察体育迷赛后反应的研究仍然有限。
It is essential to explore whether analogous or distinctive expressions of BIRGing and CORFing exist among fantasy sport enthusiasts as they constitute fundamental elements of the sport fan experience, mirroring their social interactions and affinity for sports. Further, strong personal attachment to fantasy teams, a focus on the entire league rather than a specific team (Drayer et al., 2010), opportunities for self-fulfillment
探索梦幻运动爱好者中是否存在 BIRGing 和 CORFing 的类似或独特表达方式至关重要,因为它们构成了体育迷体验的基本要素,反映了他们的社交互动和对运动的喜爱。此外,对梦幻球队的强烈个人依恋,关注整个联盟而不是特定的球队(Drayer et al., 2010),自我实现的机会

(Yuksel et al., 2017), and heightened interest in individual player statistics can potentially give rise to contrasting affiliations (Dwyer, 2011; Lee et al., 2013). Consequently, participation in fantasy sport can exhibit distinctive socio-psychological outcomes extending beyond BIRGing and CORFing.
(Yuksel et al., 2017),对单个球员统计数据的高度兴趣可能会导致对比鲜明的隶属关系(Dwyer,2011 年;Lee et al., 2013)。因此,参与梦幻体育可以表现出独特的社会心理结果,其范围超出了 BIRGing 和 CORFing。
Understanding the impact of fantasy sport on BIRGing and CORFing can assist sport marketers and fantasy sport managers in catering to the distinctive needs of modern sport fans. Therefore, this study investigates changes in BIRGing and CORFing when sport fans also participate in fantasy sport.
了解梦幻体育对 BIRGing 和 CORFing 的影响可以帮助体育营销人员和梦幻体育经理满足现代体育迷的独特需求。因此,本研究调查了当体育迷也参与梦幻运动时 BIRGing 和 CORFing 的变化。

Value co-creation practices in fantasy sports communities
梦幻体育社区中的价值共创实践

In literature, value co-creation is defined as the ‘joint, collaborative, concurrent, peer-like process of producing new value, materially and symbolically’ (Galvagno & Dalli, 2014, p. 644). It comprehensively incorporates the theoretical and empirical instances wherein companies and customers engage collaboratively to create value. In the sport ecosystem, value co-creation happens through different collaboration patterns among varied actors. These actors include sport consumers (fans or spectators), teams, athletes, sport firms, and sponsors (Horbel et al., 2016; Uhrich, 2014).
在文学中,价值共创被定义为“联合的、协作的、并发的、类似同行的过程,在物质和象征上产生新的价值'(Galvagno & Dalli,2014年,第644页)。它全面融合了公司和客户合作创造价值的理论和实证实例。在体育生态系统中,价值共创是通过不同参与者之间的不同合作模式实现的。这些行为者包括体育消费者(球迷或观众)、团队、运动员、体育公司和赞助商(Horbel 等人,2016 年;Uhrich,2014 年)。
Value co-creation occurs when one actor leads in integrating resources and influences others or when multiple actors collaborate to integrate their resources simultaneously. From a triadic viewpoint, actors within a sport ecosystem interact in the following three possible configurations - simultaneous (actors engage in concurrent practice), sequential (two actors interact with each other, impacting the third actor directly or indirectly), or actor-led (one actor initiates interactions and integrates his resources, eventually influencing others) (Stieler & Germelmann, 2018).
当一个参与者领导整合资源并影响其他参与者时,或者当多个参与者合作同时整合他们的资源时,就会发生价值共创。从三元视角来看,体育生态系统中的参与者以以下三种可能的方式进行交互 - 同时(参与者同时进行练习),顺序(两个参与者相互交互,直接或间接影响第三个参与者)或参与者主导(一个参与者发起交互并整合他的资源,最终影响其他人)(Stieler & Germelmann,2018)。
We specifically investigate interactions among sport consumers that lead to value creation. Customer-to-customer value co-creation occurs when two or more consumers engage physically, virtually, or mentally in each other’s value co-creating practices (Grönroos & Voima, 2013). Contemporary sport research, including the sport value framework (Woratschek et al., 2014), acknowledges sport consumers as active contributors to value creation (Kolyperas et al., 2019). Sport consumers leverage resources from their social networks and employ their knowledge to derive social value (maintaining connections), economic value (functionality and usefulness), hedonic value (enjoyable experiences), cultural value (internalized knowledge), and status value (prestige and reputation) (Grohs et al., 2020).
我们专门调查了体育消费者之间导致价值创造的互动。当两个或多个消费者在身体、虚拟或精神上参与彼此的价值共创实践时,就会发生客户对客户的价值共创(Grönroos & Voima,2013)。当代体育研究,包括体育价值框架(Woratschek et al.,2014),承认体育消费者是价值创造的积极贡献者(Kolyperas et al.,2019)。体育消费者利用社交网络中的资源并利用他们的知识来获得社会价值(保持联系)、经济价值(功能性和有用性)、享乐价值(愉快的体验)、文化价值(内化知识)和地位价值(声望和声誉)(Grohs 等人,2020 年)。
Sport consumers interact within and beyond the live venue to generate value. Amongst sport consumers, fans contribute significantly to the stadium’s dynamic atmosphere (Uhrich & Benkenstein, 2010). Chanting slogans, organizing choreographies, and displaying fan banners and posters contribute to this charged environment. Research has also established a positive relationship between spectators’ interaction and event enjoyment, eventually leading to satisfaction (Koenig et al., 2018; Lee et al., 2012). Conversely, hooliganism and violent behavior often diminish the overall value for sport consumers (Woratschek & Durchholz, 2012).
体育消费者在现场场馆内外进行互动以产生价值。在体育消费者中,球迷对体育场的动态氛围做出了重大贡献(Uhrich & Benkenstein,2010)。高呼口号、组织编舞以及展示粉丝横幅和海报有助于营造这种充满活力的环境。研究还建立了观众互动与活动享受之间的正相关关系,最终导致满意度(Koenig 等人,2018 年;Lee et al., 2012)。相反,流氓行为和暴力行为往往会降低体育消费者的整体价值(Woratschek & Durchholz,2012)。
Beyond the live venue, sport consumers engage in interactions before and after sport events, often gathering at locations such as pubs (Weed, 2008), fan trains (Woratschek et al., 2006), or online platforms (Healy & McDonagh, 2013). This extended interaction
除了现场场地,体育消费者在体育赛事前后进行互动,通常会聚集在酒吧(Weed,2008)、粉丝火车(Woratschek等人,2006)或在线平台(Healy & McDonagh,2013)等地点。这种扩展的交互

aims to co-create value by satisfying social motives and engaging in collaborative sport consumption. We specifically focus on sport consumers use of online communities for value co-creation. Within these communities, sport fans discuss their team’s performance, analyze key events, react to victories or losses, and reflect on integrating sports into their daily lives (Harris & Ogbonna, 2008).
旨在通过满足社会动机和参与协作体育消费来共同创造价值。我们特别关注体育消费者使用在线社区进行价值共创。在这些社区中,体育迷讨论他们团队的表现,分析关键事件,对胜利或失败做出反应,并反思如何将运动融入他们的日常生活(Harris & Ogbonna,2008)。
Several scholars have examined the practices by which sport fans co-create value, both at physical venues and in virtual environments. Holt (1995) and Woratschek and Durchholz (2012) study basketball and football contexts to establish the value co-creation arising from fan interactions, notably through communing and socializing. Uhrich (2014) further provided a typology of customer-to-customer value co-creation in team sport, which is applicable to offline settings and online communities. We present a comprehensive overview of these practices in Appendix A.
几位学者研究了体育迷在实体场馆和虚拟环境中共同创造价值的做法。Holt (1995) 和 Woratschek 和 Durchholz (2012) 研究了篮球和足球的背景,以建立球迷互动产生的价值共创,特别是通过交流和社交。Uhrich (2014) 进一步提供了团队运动中客户对客户价值共创的类型学,适用于离线环境和在线社区。我们在附录 A 中对这些实践进行了全面概述。
A sport fan participating in fantasy sport is part of two communities with distinct objectives. The traditional sport and fantasy sport communities share similarities but differ in some respects. Fantasy sport primarily involve competitive gameplay (Halverson & Halverson, 2008), where members engage in specialized discourse and utilize their knowledge within a game context (Tekinbas & Zimmerman, 2003). Participants in a fantasy contest go beyond vicariously experiencing players’ achievements. As expressed by most players, the primary motivation for participating in fantasy sport is demonstrating one’s superior sport knowledge (Walker, 2006). Further, due to shifts in fan loyalties, fantasy sport participants can develop new interests and information-seeking behaviors at the individual and collective levels. Consequently, we investigate the unique value cocreation practices that emerge in online fantasy sport communities. We also explore how triadic interactions between fantasy sport participants and other actors in the sport ecosystem facilitate these practices.
参与 Fantasy Sport 的体育迷属于两个具有不同目标的社区。传统体育和梦幻体育社区有相似之处,但在某些方面有所不同。梦幻体育主要涉及竞技游戏(Halverson & Halverson, 2008),成员参与专门的讨论并在游戏环境中利用他们的知识(Tekinbas & Zimmerman,2003)。幻想竞赛的参与者不仅仅是间接体验玩家的成就。正如大多数玩家所表达的那样,参与梦幻体育的主要动机是展示自己卓越的运动知识(Walker,2006)。此外,由于球迷忠诚度的变化,梦幻体育参与者可以在个人和集体层面发展新的兴趣和寻求信息的行为。因此,我们调查了在线梦幻体育社区中出现的独特价值共创实践。我们还探讨了梦幻运动参与者和体育生态系统中的其他参与者之间的三元互动如何促进这些实践。

Methodology 方法论

Data collection 数据采集

We employed netnography to gather data (Kozinets, 1998; 2019). It is an approach to studying social media that enables a deeper understanding of online cultures and customs (Bowler, 2010). There are three primary reasons why netnography is suitable for comprehending online user behavior. First, individuals tend to be more open in online interactions than in offline settings (Yadav et al., 2022). Second, the internet provides easy access to diverse respondents with unique characteristics, making it a costeffective data collection method. Finally, netnography is less intrusive than other qualitative data collection methods, such as interviews, and saves time during research.
我们采用网络志来收集数据(Kozinets,1998;2019)。这是一种研究社交媒体的方法,可以更深入地了解在线文化和习俗(Bowler,2010 年)。网络图适合理解在线用户行为的主要原因有三个。首先,个人在线互动中往往比线下互动更开放(Yadav et al., 2022)。其次,互联网为具有独特特征的不同受访者提供了便捷的访问,使其成为一种具有成本效益的数据收集方法。最后,网络志比其他定性数据收集方法(例如访谈)侵入性更小,并且可以节省研究时间。
We gathered data for this study from Reddit, a significant source of user-generated content. We selected Reddit to conduct this research due to several reasons. First, while both Twitter and Reddit are popular social networking platforms among sport consumers (Price, 2022), the character limit on Twitter can pose restrictions. In contrast, Reddit allows for longer posts and discussions, thus facilitating a deeper analysis of user attitudes (Strand & Gustafsson, 2020). Secondly, Reddit’s specific subreddits facilitate the study of specialized user communities. Third, Reddit prioritizes user anonymity, fostering open expression of opinions without apprehension. Finally, Reddit’s user
我们从 Reddit 收集了这项研究的数据,Reddit 是用户生成内容的重要来源。我们选择 Reddit 进行这项研究有几个原因。首先,虽然 Twitter 和 Reddit 都是体育消费者中流行的社交网络平台(Price,2022 年),但 Twitter 上的字符限制可能会造成限制。相比之下,Reddit允许更长的帖子和讨论,从而促进了对用户态度的更深入分析(Strand & Gustafsson,2020)。其次,Reddit 的特定 subreddit 促进了对专业用户社区的研究。第三,Reddit 优先考虑用户的匿名性,促进公开表达意见而不会感到担忧。最后,Reddit 的用户

interface enabled us to study consumers who play dual roles as sport fans and fantasy sport enthusiasts concurrently.
Interface 使我们能够研究同时扮演体育迷和梦幻体育爱好者双重角色的消费者。
We identified the following six popular subreddits based on specific criteria: activity level, relevance, membership count, language, accessibility, and data diversity. Data was collected during the UEFA Football Championship 2020 (May 2021 to August 2021; Wu & Pearce, 2014). All selected subreddits had over 1211.2 K members and showed high activity levels during data retrieval. Initially, we gathered the top-rated and most recent posts from the community, excluding duplicates and those with questionable language. Adhering to the ethical guidelines proposed by Bruckman (2006), we prioritized community members’ privacy, adopting an observational approach in the study without making direct contact with or revealing our identities to the participants.
我们根据特定标准确定了以下六个受欢迎的 subreddit:活动水平、相关性、会员数量、语言、可访问性和数据多样性。数据是在 2020 年欧洲足球锦标赛期间(2021 年 5 月至 2021 年 8 月;Wu & Pearce,2014 年)。所有选定的 subreddit 都有超过 1211.2 K 成员,并且在数据检索期间显示出很高的活跃度。最初,我们从社区中收集了评分最高和最新的帖子,不包括重复的和语言有问题的帖子。遵循 Bruckman (2006) 提出的道德准则,我们优先考虑社区成员的隐私,在研究中采用观察方法,不直接与参与者接触或透露我们的身份。

Data analysis 数据分析

We used content analysis, a preferred method for netnography studies, allowing systematic yet impressionistic investigation of research questions (Carlson, 2008). Widely used in social and behavioral sciences due to its flexibility and compatibility with various texts (Stemler, 2015), content analysis involves comparing, contrasting, and categorizing data (Krippendorff, 2018).
我们使用内容分析,这是网络志研究的首选方法,允许对研究问题进行系统而印象主义的调查(Carlson,2008 年)。由于其灵活性和与各种文本的兼容性(Stemler,2015 年),内容分析广泛用于社会和行为科学(Stemler,2015 年),涉及数据的比较、对比和分类(Krippendorff,2018 年)。
The content analysis method categorizes each comment into thematic units, representing individual ideas derived from content segments (Neuendorf, 2018). Ambiguous comments may be assigned multiple thematic units. Subsequently, we used the constant comparison method (Glaser, 1965) to analyze and group these units, systematically comparing them to reveal patterns of shared meaning. This process generated coherent themes illuminating the research question (Braun & Clarke, 2019).
内容分析方法将每条评论分类为主题单元,代表从内容片段中得出的个人想法(Neuendorf,2018)。模棱两可的评论可以分配多个专题单元。随后,我们使用常数比较法 (Glaser, 1965) 对这些单元进行分析和分组,系统地比较它们以揭示共同意义的模式。这个过程产生了连贯的主题,阐明了研究问题(Braun & Clarke,2019)。
In the initial data analysis step, we read the content extensively, examining each post and the associated interactions to familiarize ourselves with the data and grasp its essence. We remained focused on the research questions, taking notes for future reflection.
在最初的数据分析步骤中,我们广泛阅读内容,检查每个帖子和相关交互,以熟悉数据并掌握其本质。我们仍然专注于研究问题,为未来的反思做笔记。
To address the first research question, we identified members common to the sport and fantasy sport subreddits. We then isolated their comments and analyzed them to explore the socio-psychological outcomes of sport fans participating in fantasy sport (Figure 1). Our analysis specifically centered on comments following the conclusion of a football game and corresponding fantasy contests.
为了解决第一个研究问题,我们确定了 sport 和 fantasy sport subreddits 的共同成员。然后,我们分离出他们的评论并对其进行分析,以探索体育迷参与梦幻体育的社会心理结果(图 1)。我们的分析特别集中在足球比赛和相应的梦幻比赛结束后的评论。
To understand online BIRGing and CORFing, we analyzed sport-related subreddit conversations using established definitions from the literature. For example, comments such as ‘Wow, what a night! Unbelievable performance, and we are into a Euro final!’ exemplified celebratory sentiments, falling into the BIRGing category. A similar process helped identify instances of CORFing. The analysis continued until we could identify ample subdimensions of online BIRGing and CORFing.
为了了解在线 BIRGing 和 CORFing,我们使用文献中既定的定义分析了与体育相关的 subreddit 对话。例如,诸如“哇,多么美好的夜晚!令人难以置信的表现,我们进入了欧洲杯决赛!“体现了庆祝情绪,属于 BIRGing 类别。类似的过程有助于识别 CORFing 的实例。分析一直持续到我们能够确定在线 BIRGing 和 CORFing 的大量子维度。
However, when analyzing conversations within fantasy sport subreddits that involve the same individuals, we refrained from imposing the BIRGing and CORFing framework on their comments. For instance, comments such as, ‘The profits from the drafts last week make me forget the rather dismal results for my favorite team. Time to celebrate!’ represent a distinct behavior wherein fantasy sport participants indulge in personal
然而,在分析涉及相同个人的梦幻体育 subreddit 中的对话时,我们避免将 BIRGing 和 CORFing 框架强加于他们的评论。例如,诸如“上周选秀的利润让我忘记了我最喜欢的球队相当惨淡的结果。是时候庆祝了!“代表了一种独特的行为,其中梦幻运动参与者沉迷于个人

Figure 1. Identifying Common Subreddit Members.
图 1.识别常见的 subreddit 成员。

celebrations. Therefore, we let novel themes emerge organically from the post-contest conversations of fantasy sport participants. This approach continued until we gathered sufficient evidence of new socio-psychological outcomes among sport fans participating in fantasy sport.
庆祝 活动。因此,我们让新颖的主题从梦幻运动参与者的赛后对话中有机地出现。这种方法一直持续到我们收集到足够的证据,证明参与梦幻运动的体育迷产生了新的社会心理结果。
Additionally, comments associated with BIRGing and CORFing were excluded from the dataset to enable a focused analysis of unique comments for the second research question.
此外,与 BIRGing 和 CORFing 相关的评论被排除在数据集之外,以便对第二个研究问题的独特评论进行重点分析。
For our second research question, we allowed novel co-creation practices to emerge from the fantasy sport subreddits. Using Uhrich’s (2014) customer-to-customer value co-creation practices typology as a guide, we systematically organized thematic units, deriving definitive themes that encapsulated unique co-creation practices within the fantasy sport community. Our analysis initially aimed to confirm the presence of the value co-creation practices mentioned in the existing literature within our selected sport-based subreddits. Subsequently, we identified unique practices within the fantasy
对于我们的第二个研究问题,我们允许从梦幻体育 subreddit 中出现新颖的共创实践。以 Uhrich (2014) 的客户对客户价值共创实践类型学为指导,我们系统地组织了主题单元,得出了明确的主题,这些主题概括了梦幻体育社区内独特的共创实践。我们的分析最初旨在确认我们选择的基于运动的 subreddit 中现有文献中提到的价值共创实践的存在。随后,我们在幻想中确定了独特的做法

sport community and noted similarities or differences from value co-creation practices observed in sport-based online communities.
体育社区,并指出与在基于体育的在线社区中观察到的价值共创实践的相似之处或不同之处。
Two researchers analyzed both research questions. The primary coder initially reviewed the data to identify thematic categories. The secondary researcher served as a reviewer, assessing explanations of existing and new themes and associated comment criteria. Subsequently, the second researcher re-analyzed the data with this shared understanding.
两名研究人员分析了这两个研究问题。主要编码员最初审查数据以确定主题类别。次要研究人员担任审稿人,评估对现有和新主题的解释以及相关的评论标准。随后,第二位研究人员以这种共同的理解重新分析了数据。
We calculated the intercoder reliability after both researchers reviewed the data corpus to discuss perspectives and mutually agree on the emergent themes. The intercoder reliability at this stage was 89 % 89 % 89%89 \%. To ensure alignment, the researchers excluded ambiguous comments or those where they could not reach a consensus. They resolved conflicts by revisiting the thematic framework established by the primary researcher.
在两位研究人员审查了数据语料库以讨论观点并就新兴主题达成一致后,我们计算了编码器间可靠性。此阶段的 intercoder 可靠性为 89 % 89 % 89%89 \% 。为了确保一致性,研究人员排除了模棱两可的评论或无法达成共识的评论。他们通过重新审视主要研究人员建立的主题框架来解决冲突。

Findings 发现

The study presents three significant findings. First, we explored the online subdimensions of BIRGing and CORFing. Second, we proposed two new online socio-psychological outcomes observed among sport fans participating in fantasy sport. Third, we identified three value co-creation practices within the fantasy sport community. We also discussed how triadic engagements among three actors - fantasy sport participants, on-field athletes, and contest organizers - facilitate value co-creation practices within fantasy sport communities. We elaborate on these findings in the subsequent subsections.
该研究提出了三个重要发现。首先,我们探索了 BIRGing 和 CORFing 的在线子维度。其次,我们提出了在参与梦幻运动的体育迷中观察到的两种新的在线社会心理结果。第三,我们在梦幻体育社区中确定了三种价值共创实践。我们还讨论了三个参与者(梦幻运动参与者、场上运动员和比赛组织者)之间的三元互动如何促进梦幻运动社区内的价值共创实践。我们将在后续小节中详细说明这些发现。

Evolution of the fan - team relationship
粉丝与团队关系的演变

We found that online BIRGing was primarily manifested through ‘celebration’ and ‘trash talk’. Celebration entailed expressing joy for one’s favorite team’s achievements using inclusive pronouns such as ‘us’ and ‘we’ to signify affiliation with successful teams. On the other hand, trash talk involved fans utilizing their team’s triumph to mock the losing team and its fans, employing humor, and trolling to belittle the opposition and assert superiority.
我们发现,在线 BIRGing 主要通过 “庆祝 ”和 “垃圾话 ”表现出来。庆祝需要使用包容性代词(如“我们”和“我们”)来表示与成功团队的联系,从而表达对自己喜欢的球队取得成就的喜悦。另一方面,垃圾话涉及球迷利用他们球队的胜利来嘲笑失败的球队及其球迷,使用幽默和挑衅来贬低对手并维护优势。
We identified the following three constructs of CORFing: ‘disappointment’, where fans express dissatisfaction and criticize a team’s poor performance following a loss; ‘contemplation’, where fans consider switching their allegiance to a more successful team after their favorite team’s failure; and ‘avoidance’, which entails refraining from engaging with comments and social media activities related to the losing team. CORFing serves as a way for individuals to distance themselves from negative emotions linked to defeat. Table 1 presents sample comments corresponding to online manifestations of BIRGing and CORFing.
我们确定了 CORFing 的以下三种结构:“失望”,球迷在输球后表达不满并批评球队的糟糕表现;“沉思”,球迷在他们最喜欢的球队失败后考虑转而效忠于一支更成功的球队;以及“回避”,即避免参与与失败球队相关的评论和社交媒体活动。CORFing 是个人与与失败相关的负面情绪保持距离的一种方式。表 1 显示了与 BIRGing 和 CORFing 的在线表现相对应的示例注释。

Faging and FAGing by fantasy sports participants
梦幻体育参与者的 Faging 和 FAGing

We observed that BIRGing and CORFing did not fully encompass fan behaviors in the context of fantasy sport participation. A focus on individual players and participants’ attachment to fantasy teams introduced conflicting interests, leading to distinct outcomes among sport fans engaged in fantasy sport. Hence, we propose two novel socio-
我们观察到,BIRGing 和 CORFing 并没有完全涵盖梦幻体育参与背景下的球迷行为。关注个人球员和参与者对梦幻球队的依恋引入了利益冲突,导致参与梦幻体育的体育迷之间产生了不同的结果。因此,我们提出了两个新颖的社会 -
Table 1. BIRGing and CORFing in online communities.
表 1.在线社区中的 BIRGing 和 CORFing。

社会心理反应
Socio-psychological
Reaction
Socio-psychological Reaction| Socio-psychological | | :--- | | Reaction |
 游戏结果
Game
Outcome
Game Outcome| Game | | :---: | | Outcome |
Construct 构建
"Socio-psychological Reaction" "Game Outcome" Construct| Socio-psychological <br> Reaction | Game <br> Outcome | Construct | | :--- | :---: | :---: |
psychological outcomes - fantasy sport achievement glorification (FAGing) and fantasy athletes’ rejection and dissociation (FARDing).
心理结果 - 梦幻运动成就美化 (FAGing) 和梦幻运动员的拒绝和解离 (FARDing)。
In contrast to traditional fan behaviors that celebrate team success, fantasy sport participants value personal achievements in fantasy contests and use them to downplay the underperformance of their favored team. However, a dilemma arises as passionate sport fans cheer for their favorite team’s victory while hoping for their fantasy team’s strong performance. This conflicting sentiment is evident in comments such as, 'Italy winning would mean the world, but my fantasy draft would plummet into a pit of despair. Guys, what do you do when you want your favorites to win, yet hope the other team fares decently? We term this phenomenon FAGing. It exemplifies competitive aspirations in fantasy sport and the subsequent ego enhancement derived from celebrating individual accomplishments. Engaging in fantasy sport allows participants to surpass the sense of vicarious achievement experienced when their favorite team wins. Participants strive for exceptional rankings that validate their investment in contests. Unlike BIRGing, which is associated with successful teams, FAGing centers around individual performance and agency, with participants exerting a greater influence on the outcomes of fantasy sport contests than the results of real-world sport events.
与庆祝团队成功的传统球迷行为相反,梦幻体育参与者重视个人在梦幻比赛中的成就,并利用这些成就来淡化他们喜欢的球队的劣势。然而,当热情的体育迷为他们最喜欢的球队的胜利欢呼,同时希望他们的梦幻球队的强劲表现时,出现了一个两难境地。这种矛盾的情绪在评论中很明显,例如,“意大利获胜意味着世界,但我的梦幻选秀将坠入绝望的深渊。伙计们,当你想让你的热门球队获胜,但又希望另一支球队表现不错时,你会怎么做?我们将这种现象称为 FAGing。它体现了梦幻体育中的竞争抱负,以及随后因庆祝个人成就而产生的自我增强。参与梦幻运动可以让参与者超越他们最喜欢的球队获胜时所体验到的替代成就感。参与者争取获得卓越的排名,以验证他们对比赛的投资。与与成功团队相关的 BIRing 不同,FAGing 以个人表现和能动性为中心,参与者对梦幻体育比赛结果的影响比现实世界体育赛事的结果更大。
We introduce FARDing as a psychological strategy participants use to distance themselves from athletes who fail to meet expectations in fantasy contests. Unlike CORFing, which involves dissociating from unsuccessful teams and support groups, FARDing entails selective dissociation from underperforming athletes in fantasy sports and is triggered by poor performance in fantasy contests, leading to disappointment and reduced online activity. FARDing is an ego-preservation technique that enables participants to psychologically separate their fantasy team from underperforming athletes or loss-
我们介绍了 FARDing 作为参与者用来与在梦幻比赛中未能达到预期的运动员保持距离的心理策略。与涉及与不成功的团队和支持团体脱离关系的 CORFing 不同,FARDing 需要选择性地与梦幻运动中表现不佳的运动员脱离关系,并且是由梦幻比赛中的糟糕表现触发的,导致失望和在线活动减少。FARDing 是一种自我保存技术,它使参与者能够在心理上将他们的梦幻球队与表现不佳的运动员或失败者区分开来。

making platforms. It helps protect their emotional attachment to their fantasy team while preserving agency and a positive self-perception within fantasy sport. Table 2 presents examples of online FAGing and FARDing.
制作平台。它有助于保护他们对梦幻球队的情感依恋,同时在梦幻体育中保持能动性和积极的自我认知。表 2 列出了在线 FAGing 和 FARDing 的示例。

Value co-creation practices in fantasy sports communities
梦幻体育社区中的价值共创实践

Fantasy sport participants co-create value through community interactions facilitated by triadic engagement among actors, as detailed in the following sections.
梦幻体育参与者通过参与者之间的三元参与促进社区互动共同创造价值,如以下部分所述。

Favoritism and subgrouping
偏爱和子分组

Favoritism and subgrouping in fantasy sport highlight participant preferences in terms of team construction and contest involvement. Unlike traditional fans who are loyal to a specific team, fantasy sport participants favor individual players based on their understanding of the game, competing teams, and contest type. They recommend these players to fellow online community members, fostering interactions with those sharing similar views. Conversely, participants avoid certain players, including those from their favorite team, following unfavorable performance in fantasy games. They criticize and suggest their removal, disagreeing with those who support these players. When a participant’s recommendation earns significant points for them and others, it enhances their status in the online community. A pre-game discussion, shown in Figure 2, exemplifies this practice.
梦幻体育中的偏爱和子分组突出了参与者在团队构建和比赛参与方面的偏好。与忠于特定球队的传统球迷不同,梦幻体育参与者根据他们对比赛、竞争球队和比赛类型的理解来偏爱个人球员。他们将这些玩家推荐给其他在线社区成员,促进与持有相似观点的人的互动。相反,参与者在梦幻游戏中表现不佳后会避免某些球员,包括他们最喜欢的球队的球员。他们批评并建议删除他们,不同意那些支持这些球员的人。当参与者的推荐为他们和其他人赢得重要积分时,它会提高他们在在线社区中的地位。图 2 所示的赛前讨论举例说明了这种做法。
Favoritism is facilitated by a sequential triad, as depicted in Figure 3. Fantasy contest platforms provide updates on the real-time performances of athletes. After a game ends, a participant evaluates his player preferences based on the results obtained on the platform, which reflect on-field performance. These preferences subsequently drive interactions among individuals with similar player inclinations, culminating in favoritism.
顺序三元组促进了偏爱,如图 3 所示。梦幻竞赛平台提供有关运动员实时表现的更新。比赛结束后,参与者根据平台上获得的结果评估其球员偏好,这些结果反映了场上表现。这些偏好随后推动了具有相似玩家倾向的个体之间的互动,最终导致偏爱。
Unlike non-competitive sports communities, online fantasy sport communities witness a unique practice where participants form subgroups for private league competitions. Despite being members of the same community, not all participants possess similar skill levels and experience in fantasy sport. This disparity can introduce contest bias, favoring select participants consistently achieving top rankings. Participants
与非竞技体育社区不同,在线梦幻体育社区见证了一种独特的做法,参与者组成私人联赛比赛的小组。尽管他们属于同一个社区,但并非所有参与者都拥有相似的梦幻体育技能水平和经验。这种差异可能会引入比赛偏差,有利于选定的参与者始终获得最高排名。参与者
Table 2. FAGing and FARDing among Fantasy Sport Participants.
表 2.Fantasy Sport 参与者中的 FAGing 和 FARDing。
Socio-psychological Reaction
社会心理反应
Game Outcome 游戏结果 Sample Comments 示例注释
FAGing 基佬 Positive 阳性

“我从上周的选秀中生气了。全球排名:27!' '哈,谢谢你/messifan!这并不是一蹴而就的事情。已经做了很多年了!也祝你一切顺利。希望你在这个欧洲杯上赚到实实在在的硬币。你要达到我的行列还有很长的路要走。923 等级不会给你带来太多钱。先尝试进入前 100 名,然后我们再谈。
'Getting mad returns from my draft selections of the previous week. Rank:27 worldwide!!'
'Ha thanks u/messifan! It has not been an overnight thing. Have been at it for years! All the best to you too. Hope you make solid coin this Euros'.'You have a long way to go to get to my ranks. With 923 rank it isn't getting you much money. Try getting to the top 100s first and then we will talk'.
'Getting mad returns from my draft selections of the previous week. Rank:27 worldwide!!' 'Ha thanks u/messifan! It has not been an overnight thing. Have been at it for years! All the best to you too. Hope you make solid coin this Euros'.'You have a long way to go to get to my ranks. With 923 rank it isn't getting you much money. Try getting to the top 100s first and then we will talk'.| 'Getting mad returns from my draft selections of the previous week. Rank:27 worldwide!!' | | :--- | | 'Ha thanks u/messifan! It has not been an overnight thing. Have been at it for years! All the best to you too. Hope you make solid coin this Euros'.'You have a long way to go to get to my ranks. With 923 rank it isn't getting you much money. Try getting to the top 100s first and then we will talk'. |
FARDing Negative 阴性 'I think I will drop Leon Gorerzka! Dude has been in a wobbly form post the injury and I don't think that he would be back in form very soon. Have already spoiled a game because of that'.'Cannot believe I wasted so many contests for a player that is underperforming against England. I am in a real mess now - love him, don't want to select him, what other choice do I have'.I played all transfers for quarters, just wanted to wait till Denmark lineups get online and then confirm, I forgot about it and missed the deadline, now my Fantasy rank is ruined'.
“我想我会放弃莱昂·戈雷兹卡!老兄在受伤后一直处于不稳定的状态,我认为他不会很快恢复状态。已经因此破坏了一场比赛。简直不敢相信我为一名在对阵英格兰时表现不佳的球员浪费了这么多比赛。我现在真的很混乱——爱他,不想选择他,我还有什么其他选择呢。我玩了几个季度的所有转会,只想等到丹麦阵容上线再确认,我忘记了它并错过了截止日期,现在我的梦幻排名被毁了。
Socio-psychological Reaction Game Outcome Sample Comments FAGing Positive "'Getting mad returns from my draft selections of the previous week. Rank:27 worldwide!!' 'Ha thanks u/messifan! It has not been an overnight thing. Have been at it for years! All the best to you too. Hope you make solid coin this Euros'.'You have a long way to go to get to my ranks. With 923 rank it isn't getting you much money. Try getting to the top 100s first and then we will talk'." FARDing Negative 'I think I will drop Leon Gorerzka! Dude has been in a wobbly form post the injury and I don't think that he would be back in form very soon. Have already spoiled a game because of that'.'Cannot believe I wasted so many contests for a player that is underperforming against England. I am in a real mess now - love him, don't want to select him, what other choice do I have'.I played all transfers for quarters, just wanted to wait till Denmark lineups get online and then confirm, I forgot about it and missed the deadline, now my Fantasy rank is ruined'.| Socio-psychological Reaction | Game Outcome | Sample Comments | | :---: | :---: | :---: | | FAGing | Positive | 'Getting mad returns from my draft selections of the previous week. Rank:27 worldwide!!' <br> 'Ha thanks u/messifan! It has not been an overnight thing. Have been at it for years! All the best to you too. Hope you make solid coin this Euros'.'You have a long way to go to get to my ranks. With 923 rank it isn't getting you much money. Try getting to the top 100s first and then we will talk'. | | FARDing | Negative | 'I think I will drop Leon Gorerzka! Dude has been in a wobbly form post the injury and I don't think that he would be back in form very soon. Have already spoiled a game because of that'.'Cannot believe I wasted so many contests for a player that is underperforming against England. I am in a real mess now - love him, don't want to select him, what other choice do I have'.I played all transfers for quarters, just wanted to wait till Denmark lineups get online and then confirm, I forgot about it and missed the deadline, now my Fantasy rank is ruined'. |
Figure 2. Example of Favoritism.
图 2.偏袒的例子。

Figure 3. Sequential Triad and Favoritism.
图 3.顺序三元组和偏袒。

create subgroups for private contests to counter this, limiting the number of participants and implementing unique prize structures and point systems.
为私人竞赛创建子组以应对这种情况,限制参与者的数量并实施独特的奖品结构和积分系统。
For example, a fantasy sport novice may create a private league and invite other beginners, expressing excitement about joining the larger fantasy sport community: ‘Hi guys, excited to be part of this community. Creating a new league for those starting from scratch. CODE: OZWSA01’. Subgrouping fosters camaraderie, allows guidanceseeking, and promotes competition within a smaller cohort, enhancing the overall participant experience and potentially leading to more economic benefits.
例如,梦幻体育新手可能会创建一个私人联赛并邀请其他初学者,表达对加入更大的梦幻体育社区的兴奋:“嗨,伙计们,很高兴成为这个社区的一员。为那些从头开始的人创建一个新的联盟。代码:OZWSA01'。分组可以培养友情,允许寻求指导,并促进较小群体内的竞争,增强整体参与者体验,并可能带来更多的经济利益。
Subgrouping is facilitated through an actor-led triad, wherein a fantasy sport participant creates a private league, tailoring content preferences and inviting others to join. Contest organizers or platforms facilitate these private contests, and the players’ performances on the field impact participants’ ranks within these exclusive leagues. Therefore,
子分组是通过演员主导的三合会来促进的,其中梦幻体育参与者创建一个私人联赛,定制内容偏好并邀请其他人加入。比赛组织者或平台为这些私人比赛提供便利,球员在场上的表现会影响参与者在这些独家联赛中的排名。因此

the participant’s initial decision to establish a private league fundamentally shapes the contest’s nature, significantly impacting the overall experience for all participating individuals. Figure 4 presents the actor-led triad and its role in subgrouping.
参赛者最初决定建立私人联赛从根本上塑造了比赛的性质,对所有参赛者的整体体验产生了重大影响。图 4 显示了参与者主导的三元组及其在子分组中的作用。

Sharing, supporting, and strategizing
分享、支持和制定战略

Sharing, supporting, and strategizing in fantasy sport involve participants actively engaging with each other. Despite the competitive nature of the community, our data reveals that participants willingly offer advice, support, and cooperation, fostering an environment of cooperative competition.
在梦幻体育中分享、支持和制定战略涉及参与者积极互动。尽管社区具有竞争性,但我们的数据显示,参与者愿意提供建议、支持和合作,从而营造了合作竞争的环境。
This practice begins pre-contest, as participants use online sources, including the fantasy sport community, to seek advice on team selection strategies. They reciprocate by offering opinions and advice to others based on their sport knowledge. Participants appreciate that the community is a discussion platform and a valuable repository of fantasy sport-related information. Discussions also extend to future consumption episodes, such as player injuries or current fitness levels, which can impact player prices and team selection. The following discussion thread illustrates these practices in the fantasy sport community (Figure 5).
这种做法从赛前开始,因为参与者使用在线资源(包括 Fantasy Sport 社区)寻求有关团队选择策略的建议。他们通过根据他们的运动知识向他人提供意见和建议来回报。参与者认为社区是一个讨论平台和梦幻运动相关信息的宝贵存储库。讨论还延伸到未来的消费事件,例如球员受伤或当前的健康水平,这可能会影响球员价格和球队选择。以下讨论线程说明了 Fantasy Sport 社区中的这些做法(图 5)。
Sharing, supporting, and strategizing are also facilitated by the sequential triad unfolding across successive fantasy sport contests. Athletes’ performance on the field is mirrored on the fantasy sport platform through their respective fantasy points, eventually influencing a participant’s contest rank. Consequently, participants assess their player selections based on their performance in the preceding contest. This reflective process enriches the collective knowledge pool and guides informed discussions before each upcoming fantasy contest. Figure 6 illustrates the facilitation of sharing, supporting, and strategizing through the sequential triad.
在连续的梦幻体育比赛中展开的连续三位一体也促进了分享、支持和制定战略。运动员在赛场上的表现通过他们各自的梦幻积分反映在梦幻体育平台上,最终影响参与者的比赛排名。因此,参与者根据他们在上一场比赛中的表现来评估他们的球员选择。这个反思过程丰富了集体知识库,并指导在每次即将到来的奇幻比赛之前进行知情讨论。图 6 说明了通过顺序三元组促进共享、支持和制定战略。

Bragging 吹牛

After a fantasy sport contest, participants use online communities to brag about their performance, rank, and rewards. It enhances their self-image and elevates their status within the community. Consistent, exceptional performance establishes a participant
梦幻体育比赛结束后,参与者使用在线社区吹嘘他们的表现、排名和奖励。它增强了他们的自我形象并提升了他们在社区中的地位。始终如一的卓越表现确立了参与者的地位

Figure 4. Actor Led Triad and Subgrouping.
图 4.演员主导的三合会和子分组。

Figure 5. Example of Sharing, Supporting, and Strategizing.
图 5.共享、支持和制定战略的示例。

Figure 6. Sequential Triad and Sharing, Supporting, and Strategizing.
图 6.顺序三元组和共享、支持和战略制定。

as an expert, increasing the value attributed to their advice and posts. Participants gain greater recognition on online platforms through badges, heightened engagement, and upvotes for their posts. The following example (Figure 7) illustrates bragging and the attention it garners for fantasy sport participants.
作为专家,增加他们的建议和帖子的价值。参与者通过徽章、提高参与度和为他们的帖子点赞,在在线平台上获得更大的认可。以下示例(图 7)说明了吹嘘及其为梦幻运动参与者带来的关注。
As illustrated in Figure 8, bragging is facilitated by a sequential triadic arrangement. This arrangement commences with engagement between the actual players in a sporting event and the subsequent integration of their performance into the fantasy contest. The real-time performance of athletes translates into points accrued by participants in the fantasy contest, thereby intertwining tangible on-field actions with the virtual realm. Upon the conclusion of the fantasy contest, the organizers provide participant rankings based on the accumulated points, granting them the privilege of boasting or claiming bragging rights within the online community.
如图 8 所示,顺序的三元组安排促进了吹嘘。这种安排从体育赛事中实际球员之间的互动开始,然后他们将他们的表现整合到梦幻比赛中。运动员的实时表现转化为梦幻比赛参与者累积的积分,从而将有形的场上动作与虚拟领域交织在一起。梦幻比赛结束后,组织者根据累积的积分提供参赛者排名,授予他们在在线社区内吹嘘或吹嘘的权利。

Figure 7. Example of Bragging.
图 7.吹牛的例子。

Figure 8. Sequential Triad and Bragging.
图 8.顺序三合会和吹牛。

Discussion 讨论

This study investigated the socio-psychological outcomes of introducing fantasy sport into the fan-team relationship. Additionally, we explored the unique co-creation practices that emerge within online communities of sport fans who engage in fantasy sport. Our research centered on the following three primary facets: the distinctive expression of BIRGing and CORFing behaviors in online communities, the emergence of novel socio-psychological outcomes among sport fans because of their involvement in fantasy sport, and the consequent value co-creation practices within fantasy sport communities. Subsequent sections elucidate this study’s theoretical and practical contributions, also summarized in Table 3.
本研究调查了将梦幻体育引入球迷与球队关系的社会心理学结果。此外,我们还探讨了参与梦幻体育的体育迷在线社区中出现的独特共创实践。我们的研究集中在以下三个主要方面:BIRGing 和 CORFing 行为在在线社区中的独特表达,体育迷因参与梦幻运动而出现新的社会心理结果,以及随之而来的梦幻运动社区内的价值共创实践。后续部分阐明了本研究的理论和实践贡献,也总结在表 3 中。

Contributions to theory 对理论的贡献

In this study, we contribute to the existing body of knowledge in three key ways. First, our study delineates the concepts of BIRGing and CORFing in the online sphere. We observe
在这项研究中,我们以三种主要方式为现有的知识体系做出贡献。首先,我们的研究描述了在线领域中 BIRGing 和 CORFing 的概念。我们观察
Table 3. Contributions of the study.
表 3.研究的贡献。
Literature Stream 文学专流 Contribution(s) 贡献 Implications 影响
SIT and fan-team relationship
SIT 和粉丝团队关系

在在线领域中描述 BIRGing 和 CORFing。在网络领域,BIRGing 是通过 “庆祝 ”和 “垃圾话 ”来观察的,而 CORFing 是通过 “失望”、“沉思 ”和 “逃避 ”来表现的。 介绍了体育迷的两种新的社会心理学结果:我们将幻想运动成就美化 (FAGing) 和幻想运动员拒绝和解离 (FARDing) 确定为同样参与幻想运动的体育迷的两种新的社会心理学结果。
Delineated BIRGing and CORFing in the online sphere. In the online sphere, BIRGing is observed through 'celebration' and 'trash talk', while CORFing manifests through 'disappointment', 'contemplation', and 'avoidance'.
Introduced two novel sociopsychological outcomes of sports fans:
We identify Fantasy Sport Achievement Glorification (FAGing) and Fantasy Athlete Rejection and Dissociation (FARDing) as two novel sociopsychological outcomes for sport fans who also engage in fantasy sport.
Delineated BIRGing and CORFing in the online sphere. In the online sphere, BIRGing is observed through 'celebration' and 'trash talk', while CORFing manifests through 'disappointment', 'contemplation', and 'avoidance'. Introduced two novel sociopsychological outcomes of sports fans: We identify Fantasy Sport Achievement Glorification (FAGing) and Fantasy Athlete Rejection and Dissociation (FARDing) as two novel sociopsychological outcomes for sport fans who also engage in fantasy sport.| Delineated BIRGing and CORFing in the online sphere. In the online sphere, BIRGing is observed through 'celebration' and 'trash talk', while CORFing manifests through 'disappointment', 'contemplation', and 'avoidance'. | | :--- | | Introduced two novel sociopsychological outcomes of sports fans: | | We identify Fantasy Sport Achievement Glorification (FAGing) and Fantasy Athlete Rejection and Dissociation (FARDing) as two novel sociopsychological outcomes for sport fans who also engage in fantasy sport. |

了解粉丝的反应可以帮助团队制定战略沟通和参与方法,以提高粉丝满意度并培养忠诚度。 参与梦幻体育运动和对梦幻球队的强烈依恋对依赖球迷忠诚度以及门票和商品销售收入的运动队构成了挑战。未来,运动队必须将团队忠诚度与个人抱负相结合,并利用梦幻运动平台来提高他们的知名度和球员的认可度。 梦幻体育平台可以提供徽章和虚拟硬币等激励措施来扩大 FAGing。同时,他们可以通过球员推荐、表现分析和灵活的团队管理等功能来解决 FARDing 问题。
An understanding of fan responses can help teams devise strategic communication and engagement approaches to bolster fan satisfaction and foster loyalty.
Participating in fantasy sport and the strong attachment to fantasy teams poses a challenge to sport teams reliant on fan loyalty and revenue from ticket and merchandise sales. In the future, sport teams must blend team loyalty with personal aspirations and leverage fantasy sport platforms to boost their popularity and the recognition of their players.
Fantasy sport platforms can offer incentives like badges and virtual coins to amplify FAGing. Simultaneously, they can address FARDing with features such as player recommendations, performance analysis, and flexible team management.
An understanding of fan responses can help teams devise strategic communication and engagement approaches to bolster fan satisfaction and foster loyalty. Participating in fantasy sport and the strong attachment to fantasy teams poses a challenge to sport teams reliant on fan loyalty and revenue from ticket and merchandise sales. In the future, sport teams must blend team loyalty with personal aspirations and leverage fantasy sport platforms to boost their popularity and the recognition of their players. Fantasy sport platforms can offer incentives like badges and virtual coins to amplify FAGing. Simultaneously, they can address FARDing with features such as player recommendations, performance analysis, and flexible team management.| An understanding of fan responses can help teams devise strategic communication and engagement approaches to bolster fan satisfaction and foster loyalty. | | :--- | | Participating in fantasy sport and the strong attachment to fantasy teams poses a challenge to sport teams reliant on fan loyalty and revenue from ticket and merchandise sales. In the future, sport teams must blend team loyalty with personal aspirations and leverage fantasy sport platforms to boost their popularity and the recognition of their players. | | Fantasy sport platforms can offer incentives like badges and virtual coins to amplify FAGing. Simultaneously, they can address FARDing with features such as player recommendations, performance analysis, and flexible team management. |
SVF and customer-tocustomer value co-creation
SVF 与客户对客户价值共创

在梦幻体育社区中确定了三种独特的价值共创实践 - 偏袒和子分组、分享、支持和制定战略以及吹嘘。 阐明了梦幻运动参与者、场上运动员和梦幻比赛组织者之间的互动如何促进体育生态系统中的价值共创实践。 这些价值共创实践通过不同类型的三元组来促进,例如顺序三元组,它促进了偏袒、吹嘘、分享、支持和制定战略;以及一个参与者主导的三元组,它促进了子分组。
Identified three unique value co-creation practices within the fantasy sport community - favoritism and subgrouping, sharing, supporting, and strategizing, and bragging.
Explicated how interactions between fantasy sport participants, on-field athletes, and fantasy contest organizers facilitates value co-creation practices in the sport ecosystem.
These value co-creation practices are facilitated through different types of triads, such as the sequential triad, which facilitates favoritism, bragging, sharing, supporting, and strategizing; and an actor-led triad, which facilitates subgrouping.
Identified three unique value co-creation practices within the fantasy sport community - favoritism and subgrouping, sharing, supporting, and strategizing, and bragging. Explicated how interactions between fantasy sport participants, on-field athletes, and fantasy contest organizers facilitates value co-creation practices in the sport ecosystem. These value co-creation practices are facilitated through different types of triads, such as the sequential triad, which facilitates favoritism, bragging, sharing, supporting, and strategizing; and an actor-led triad, which facilitates subgrouping.| Identified three unique value co-creation practices within the fantasy sport community - favoritism and subgrouping, sharing, supporting, and strategizing, and bragging. | | :--- | | Explicated how interactions between fantasy sport participants, on-field athletes, and fantasy contest organizers facilitates value co-creation practices in the sport ecosystem. | | These value co-creation practices are facilitated through different types of triads, such as the sequential triad, which facilitates favoritism, bragging, sharing, supporting, and strategizing; and an actor-led triad, which facilitates subgrouping. |

对体育消费者价值共创实践的深入理解认识到,参与梦幻体育的进化体育消费者是专业在线社区的一部分。这些社区增强了他们的体育消费体验,因为他们从梦幻比赛中赚钱,同时从中获得乐趣。 梦幻体育平台可以从这种理解中受益,并提供平台的功能,允许在平台上表达并提供价值共创实践,从而形成一个更加参与和协作的社区。
The expanded understanding of value cocreation practices for sport consumers recognizes that evolved sport consumers engaged in fantasy sport are part of specialized online communities. These communities enhance their sport consumption experience as they earn from fantasy contests while deriving enjoyment from them.
Fantasy sport platforms could benefit from this understanding and offer features of the platform that allow expression and afford value co-creation practices on the platform that could lead to a more engaged and collaborative community.
The expanded understanding of value cocreation practices for sport consumers recognizes that evolved sport consumers engaged in fantasy sport are part of specialized online communities. These communities enhance their sport consumption experience as they earn from fantasy contests while deriving enjoyment from them. Fantasy sport platforms could benefit from this understanding and offer features of the platform that allow expression and afford value co-creation practices on the platform that could lead to a more engaged and collaborative community.| The expanded understanding of value cocreation practices for sport consumers recognizes that evolved sport consumers engaged in fantasy sport are part of specialized online communities. These communities enhance their sport consumption experience as they earn from fantasy contests while deriving enjoyment from them. | | :--- | | Fantasy sport platforms could benefit from this understanding and offer features of the platform that allow expression and afford value co-creation practices on the platform that could lead to a more engaged and collaborative community. |
Literature Stream Contribution(s) Implications SIT and fan-team relationship "Delineated BIRGing and CORFing in the online sphere. In the online sphere, BIRGing is observed through 'celebration' and 'trash talk', while CORFing manifests through 'disappointment', 'contemplation', and 'avoidance'. Introduced two novel sociopsychological outcomes of sports fans: We identify Fantasy Sport Achievement Glorification (FAGing) and Fantasy Athlete Rejection and Dissociation (FARDing) as two novel sociopsychological outcomes for sport fans who also engage in fantasy sport." "An understanding of fan responses can help teams devise strategic communication and engagement approaches to bolster fan satisfaction and foster loyalty. Participating in fantasy sport and the strong attachment to fantasy teams poses a challenge to sport teams reliant on fan loyalty and revenue from ticket and merchandise sales. In the future, sport teams must blend team loyalty with personal aspirations and leverage fantasy sport platforms to boost their popularity and the recognition of their players. Fantasy sport platforms can offer incentives like badges and virtual coins to amplify FAGing. Simultaneously, they can address FARDing with features such as player recommendations, performance analysis, and flexible team management." SVF and customer-tocustomer value co-creation "Identified three unique value co-creation practices within the fantasy sport community - favoritism and subgrouping, sharing, supporting, and strategizing, and bragging. Explicated how interactions between fantasy sport participants, on-field athletes, and fantasy contest organizers facilitates value co-creation practices in the sport ecosystem. These value co-creation practices are facilitated through different types of triads, such as the sequential triad, which facilitates favoritism, bragging, sharing, supporting, and strategizing; and an actor-led triad, which facilitates subgrouping." "The expanded understanding of value cocreation practices for sport consumers recognizes that evolved sport consumers engaged in fantasy sport are part of specialized online communities. These communities enhance their sport consumption experience as they earn from fantasy contests while deriving enjoyment from them. Fantasy sport platforms could benefit from this understanding and offer features of the platform that allow expression and afford value co-creation practices on the platform that could lead to a more engaged and collaborative community."| Literature Stream | Contribution(s) | Implications | | :---: | :---: | :---: | | SIT and fan-team relationship | Delineated BIRGing and CORFing in the online sphere. In the online sphere, BIRGing is observed through 'celebration' and 'trash talk', while CORFing manifests through 'disappointment', 'contemplation', and 'avoidance'. <br> Introduced two novel sociopsychological outcomes of sports fans: <br> We identify Fantasy Sport Achievement Glorification (FAGing) and Fantasy Athlete Rejection and Dissociation (FARDing) as two novel sociopsychological outcomes for sport fans who also engage in fantasy sport. | An understanding of fan responses can help teams devise strategic communication and engagement approaches to bolster fan satisfaction and foster loyalty. <br> Participating in fantasy sport and the strong attachment to fantasy teams poses a challenge to sport teams reliant on fan loyalty and revenue from ticket and merchandise sales. In the future, sport teams must blend team loyalty with personal aspirations and leverage fantasy sport platforms to boost their popularity and the recognition of their players. <br> Fantasy sport platforms can offer incentives like badges and virtual coins to amplify FAGing. Simultaneously, they can address FARDing with features such as player recommendations, performance analysis, and flexible team management. | | SVF and customer-tocustomer value co-creation | Identified three unique value co-creation practices within the fantasy sport community - favoritism and subgrouping, sharing, supporting, and strategizing, and bragging. <br> Explicated how interactions between fantasy sport participants, on-field athletes, and fantasy contest organizers facilitates value co-creation practices in the sport ecosystem. <br> These value co-creation practices are facilitated through different types of triads, such as the sequential triad, which facilitates favoritism, bragging, sharing, supporting, and strategizing; and an actor-led triad, which facilitates subgrouping. | The expanded understanding of value cocreation practices for sport consumers recognizes that evolved sport consumers engaged in fantasy sport are part of specialized online communities. These communities enhance their sport consumption experience as they earn from fantasy contests while deriving enjoyment from them. <br> Fantasy sport platforms could benefit from this understanding and offer features of the platform that allow expression and afford value co-creation practices on the platform that could lead to a more engaged and collaborative community. |
two constructs of BIRGing - celebration and trash talk. Further, we elaborate on CORFing using three constructs - disappointment, contemplation, and avoidance. These findings not only highlight the role of online platforms in facilitating BIRGing and CORFing behaviors but also enhance our understanding of how fans express and cope with the successes and failures of their favorite teams in an online environment.
BIRGing 的两种结构 - 庆祝和垃圾话。此外,我们使用三个结构 - 失望、沉思和逃避来详细阐述 CORFing。这些发现不仅强调了在线平台在促进 BIRGing 和 CORFing 行为方面的作用,还增强了我们对球迷如何在在线环境中表达和应对他们最喜欢的球队的成功和失败的理解。
Second, we elucidate the transformations in the dyadic relationship between sports fans and their favorite team. We observe that the integration of fantasy sport into the sports ecosystem extends this fan-team dyad into a triad, encompassing the fan, the sport team, and the fantasy team, thus leading to simultaneous interactions with both teams. While social identity theory already includes the concepts of BIRGing and CORFing as socio-psychological outcomes exhibited by sport fans in response to their team’s performance, our study identifies a paradoxical connection between a fan’s loyalty to their favorite team and their engagement in fantasy sport. Consequently, we expand social identity theory in the context of fantasy sport to incorporate the interplay between BIRGing and CORFing and two novel socio-psychological outcomes, i.e. FAGing and FARDing. Importantly, these four outcomes coexist and complement each other. Figure 9 builds on SIT and illustrates the multifaceted nature of sport fans,
其次,我们阐明了体育迷和他们最喜欢的球队之间二元关系的转变。我们观察到,将梦幻体育融入体育生态系统将这种粉丝-团队二元组扩展为一个三元组,包括粉丝、运动团队和梦幻团队,从而导致与两支团队同时互动。虽然社会认同理论已经包括 BIRGing 和 CORFing 的概念,作为体育迷对球队表现的反应所表现出的社会心理结果,但我们的研究确定了球迷对他们最喜欢的球队的忠诚度与他们参与梦幻运动之间的矛盾联系。因此,我们在梦幻运动的背景下扩展了社会身份理论,以纳入 BIRGing 和 CORFing 之间的相互作用以及两种新的社会心理学结果,即 FAGing 和 FARDing。重要的是,这四种结果是共存的,也是相辅相成的。图 9 基于 SIT 构建,说明了体育迷的多面性,

Figure 9. Fantasy Sports Participation and the Evolution of the Fan - Team Relationship.
图 9.梦幻体育的参与和球迷与球队关系的演变。

the evolution of their relationship dynamics with their favorite teams, and the diverse behavioral responses that emerge when participating in fantasy sport.
他们与最喜欢的球队的关系动态的演变,以及参加 Fantasy Sport 时出现的不同行为反应。
In Figure 9, the X -axis represents the team under consideration, and the Y -axis represents the game’s result. When their favorite team achieves a positive outcome, sport fans engage in BIRGing, expressing joy and affiliating themselves with the team’s success. Additionally, if the players selected from their favorite team performed well and attained a high rank in the fantasy team, fans also experience FAGing, celebrating their achievements. Conversely, following a loss, sport fans disassociate themselves from the unsuccessful sport team and the underperforming players in their fantasy team, even if those players belong to their favorite team. This simultaneous disengagement from the sport and fantasy teams is enacted through CORFing and FARDing.
在图 9 中,X 轴表示正在考虑的球队,Y 轴表示比赛的结果。当他们最喜欢的球队取得积极的结果时,体育迷们会参与 BIRGing,表达喜悦并将自己与球队的成功联系起来。此外,如果从他们最喜欢的球队中选出的球员表现出色并在梦幻球队中获得了高排名,球迷们也会体验 FAGing,庆祝他们的成就。相反,在输球后,体育迷会与不成功的运动队和他们梦幻球队中表现不佳的球员划清界限,即使这些球员属于他们最喜欢的球队。这种与运动队和梦幻队同时脱离接触是通过 CORFing 和 FARDing 实现的。
In situations where a fan’s fantasy team selection strategy fails to secure a good rank despite their favorite team winning the game, a combination of BIRGing and FARDing may occur. This involves simultaneously celebrating the favored team’s success while expressing disappointment over the personal performance of the fantasy team. Similarly, when the favored team loses, but the fantasy team achieves a good rank, fans may engage in CORFing and FAGing simultaneously. They experience dissatisfaction with their favorite team’s performance while celebrating their own achievements in fantasy sport.
如果球迷的梦幻球队选择策略未能确保一个好的排名,尽管他们最喜欢的球队赢得了比赛,则可能会发生 BIRGing 和 FARDing 的组合。这包括在庆祝被看好的球队的成功的同时,对梦幻球队的个人表现表示失望。同样,当被看好的球队输了,但梦幻球队获得了不错的排名时,球迷可以同时进行 CORFing 和 FAGing。他们对自己喜欢的球队的表现感到不满,同时庆祝自己在梦幻运动中的成就。
Third, we built upon customer-to-customer co-creation practices in team sport (Uhrich, 2014) to investigate value co-creation practices among sport fans engaged in fantasy sport. This exploration holds significance due to the distinct nature of fantasy sport participants, characterized by a blend of team affiliations and personal aspirations, representing an evolved category of fans within sport fandoms. Our study demonstrates that sport fans who actively participate in fantasy sport leverage their context-specific knowledge to generate value within the two communities. We identified three unique value co-creation practices within fantasy sport communities - favoritism and subgrouping; sharing, supporting, and strategizing; and bragging.
第三,我们以团队运动中的客户对客户共创实践为基础(Uhrich,2014 年),以调查参与梦幻运动的体育迷的价值共创实践。这种探索具有重要意义,因为梦幻体育参与者的独特性质,其特点是团队隶属关系和个人抱负的混合,代表了体育迷中不断发展的粉丝类别。我们的研究表明,积极参与梦幻体育的体育迷利用他们特定于上下文的知识在两个社区内创造价值。我们在梦幻体育社区中确定了三种独特的价值共创实践——偏爱和子分组;分享、支持和制定战略;和吹嘘。
Favoritism and subgrouping are akin to the association and dissociation phenomena identified in conventional sports fans as they exhibit characteristics of preference and
偏爱和亚群类似于传统体育迷中发现的关联和解离现象,因为它们表现出偏好和

alignment; they diverge notably in two fundamental dimensions. Firstly, sport fans establish enduring team affiliations (Richardson & Turley, 2006). However, favoritism in fantasy sport is player-specific and subject to change in each contest based on the players’ performance, their cost, and the participant’s team selection strategy. The desire to excel in fantasy contests and leverage sport knowledge to enhance one’s status within the fantasy sports community drives this practice (Bourdieu, 2013; Grohs et al., 2020). Secondly, subgrouping in fantasy sport involves actual gameplay and competitive participation, unlike traditional sports, which centers around support without direct involvement in gameplay or monetary rewards.
对准;它们在两个基本维度上存在显著差异。首先,体育迷建立了持久的团队联系(Richardson & Turley,2006)。然而,梦幻体育中的偏爱是特定于玩家的,并且可能会根据玩家的表现、他们的成本和参与者的球队选择策略在每场比赛中发生变化。在梦幻比赛中脱颖而出并利用体育知识来提高自己在梦幻体育社区中的地位的愿望推动了这种做法(Bourdieu,2013 年;Grohs等人,2020 年)。其次,梦幻体育中的子分组涉及实际的游戏和竞争参与,这与传统体育不同,传统体育以支持为中心,不直接参与游戏或金钱奖励。
Further, engaging in sharing, supporting, and strategizing fosters a sense of membership, gives enjoyment and hedonic value from shared consumption experiences, creating a repository of specialized knowledge and potentially generating monetary benefits (Babin et al., 1994; Bourdieu, 2013). This practice shares similarities with the co-creation practices of engaging, sharing, and exchanging. All three encapsulate the essence of active participation and communication within specific communities where individuals exchange strategies, experiences, or unique insights. They highlight the importance of collaboration and community dynamics, where individuals actively participate and interact to enhance their collective understanding, knowledge, or performance within a given domain, ultimately working towards common goals and objectives. However, there is a significant difference between them.
此外,参与分享、支持和制定战略可以培养一种成员意识,从共享消费体验中获得乐趣和享乐价值,创建专业知识宝库并可能产生金钱利益(Babin 等人,1994 年;Bourdieu,2013 年)。这种做法与参与、分享和交换的共创做法有相似之处。这三者都概括了在特定社区内积极参与和沟通的精髓,个人可以在其中交流策略、经验或独特的见解。它们强调了协作和社区动态的重要性,在这种互动中,个人积极参与和互动,以增强他们在特定领域的集体理解、知识或绩效,最终朝着共同的目标努力。但是,它们之间存在显着差异。
Traditional sport emphasizes involving others to enhance personal enjoyment during live games (Kassing et al., 2004). In contrast, fantasy sport participants interact with like-minded peers to enhance their playing experience and gain personal benefits. Additionally, the applicability of shared information differs between the two contexts. Strategizing for sport team primarily rests with key players and team management in traditional sport fandoms (Capasso & Rossi, 2013), with discussions among fans offering limited potential for meaningful learning or economic outcomes. In contrast, the quality of advice shared among fantasy sport participants is contingent on the knowledge and experience of participants, and it is implemented and tested within the dynamic environment of real-time fantasy contests. Therefore, sharing, supporting, and strategizing fosters a community-driven environment that enhances participant’s playing experience and brings potential economic benefits.
传统运动强调让他人参与进来,以增强现场比赛的个人乐趣(Kassing et al., 2004)。相比之下,梦幻体育参与者与志同道合的同龄人互动,以增强他们的游戏体验并获得个人利益。此外,共享信息的适用性在两个上下文之间也有所不同。在传统体育迷中,主要取决于关键球员和团队管理为运动队制定策略(Capasso & Rossi,2013),粉丝之间的讨论为有意义的学习或经济结果提供了有限的潜力。相比之下,梦幻体育参与者之间分享的建议质量取决于参与者的知识和经验,并且是在实时梦幻比赛的动态环境中实施和测试的。因此,分享、支持和制定策略可以营造一个社区驱动的环境,从而增强参与者的游戏体验并带来潜在的经济利益。
Bragging brings economic value, enhances participants’ enjoyment, and elevates their status in the online community (Figueiredo & Scaraboto, 2016). A comparable practice of competition exists among traditional sport fans. Sport fans compete online by posting amusing or provocative comments that elicit responses and receive traction through badges or upvotes. Both competing and bragging involve asserting one’s capabilities or achievements competitively. While competing involves actions and performance, bragging is a verbal or expressive manifestation of one’s competitive spirit or accomplishments. Our findings demonstrate that fantasy sport allows participants to experience a more personal and reinforcing sense of victory through their superlative ranks and subsequent bragging. It bolsters their confidence and justifies their investment of time and financial resources.
吹嘘带来了经济价值,增强了参与者的乐趣,并提升了他们在在线社区中的地位(Figueiredo & Scaraboto,2016年)。传统体育迷中存在类似的比赛做法。体育迷通过发布有趣或挑衅性的评论来在线竞争,这些评论通过徽章或点赞引起回应并获得关注。竞争和吹嘘都涉及在竞争中维护自己的能力或成就。虽然竞争涉及行动和表现,但吹嘘是一个人的竞争精神或成就的口头或表达表现。我们的研究结果表明,梦幻体育让参与者通过他们最高级的等级和随后的吹嘘来体验更加个人化和增强的胜利感。它增强了他们的信心,并证明了他们投入时间和财力资源的合理性。
Finally, this study contributes to theoretical knowledge by employing a unique methodological approach. We utilize the features of online forums to investigate our research objectives. The choice of social network platform provides access to various discussions. It allows us to monitor the behaviors and interactions of participants actively
最后,本研究通过采用独特的方法论方法为理论知识做出贡献。我们利用在线论坛的功能来调查我们的研究目标。社交网络平台的选择提供了对各种讨论的访问。它使我们能够主动监控参与者的行为和互动

participating in sport and fantasy sport subreddits. This distinct advantage enables us to analyze and compare the socio-psychological responses and value co-creation practices of sport fans in two separate communities.
参加体育和梦幻体育 subreddit。这一明显的优势使我们能够分析和比较两个不同社区中体育迷的社会心理反应和价值共创实践。

Implications for practice
对实践的启示

The sport ecosystem comprises various stakeholders, including sport teams, team owners, fantasy sport platforms, sport league organizers, and sport fans. This study holds practical implications for several stakeholders within this ecosystem.
体育生态系统由各种利益相关者组成,包括运动队、球队所有者、梦幻体育平台、体育联盟组织者和体育迷。这项研究对这个生态系统中的几个利益相关者具有实际意义。
Fantasy sport platforms can leverage FAGing to enhance user engagement and satisfaction. By recognizing and celebrating the personal achievements of participants through features like leaderboards, badges, and social sharing options, platforms can reinforce positive experiences. We already see this example in Dream11, 1 1 ^(1){ }^{1} a major fantasy sport platform that rewards users with Dream coins for exceptional performance in fantasy contests. Participants can exchange these coins for cash bonuses or sport gear. Additionally, the platform has introduced the concept of Guru Teams, curated by experienced users chosen based on their skills and contest history. Users can access the guru’s statistics, such as team popularity and skill score, to aid in team selection (Dream11, 2023). These features contribute to an enhanced user experience and encourage continued platform usage.
梦幻体育平台可以利用 FAGing 来提高用户参与度和满意度。通过排行榜、徽章和社交分享选项等功能认可和庆祝参与者的个人成就,平台可以增强积极的体验。我们已经在 Dream11 中看到了这个例子, 1 1 ^(1){ }^{1} Dream11 是一个主要的梦幻体育平台,它用 Dream 硬币奖励用户在梦幻比赛中的出色表现。参与者可以将这些硬币兑换成现金奖金或运动装备。此外,该平台还引入了 Guru Teams 的概念,由经验丰富的用户根据他们的技能和比赛历史进行挑选。用户可以访问大师的统计数据,例如团队受欢迎程度和技能得分,以帮助选择团队(Dream11,2023)。这些功能有助于增强用户体验并鼓励持续使用平台。
Conversely, FARDing poses challenges for fantasy sport platforms, as it can lead to user frustration and discontinuation. Platforms can incorporate features such as player recommendations, performance analysis, and flexibility in team management. Objective player performance analysis can assist users in making informed decisions, reducing the likelihood of dissatisfaction with underperforming athletes. Flexibility in team management, including substitutions and transfers, allows users to adapt their teams based on player performance and maximize their chances of success. By providing these features, platforms can mitigate the negative impact of FARDing and promote user satisfaction and engagement.
相反,FARDing 对梦幻体育平台构成了挑战,因为它可能导致用户沮丧和中止。平台可以整合玩家推荐、表现分析和团队管理灵活性等功能。客观的球员表现分析可以帮助用户做出明智的决定,减少对表现不佳的运动员不满的可能性。球队管理的灵活性,包括换人和转会,允许用户根据球员的表现调整他们的球队,并最大限度地提高他们成功的机会。通过提供这些功能,平台可以减轻 FARDing 的负面影响并提高用户满意度和参与度。
This study also identifies important implications for sport teams and their owners. Traditionally, team loyalty and the popularity of key players have been strong predictors of sport spectatorship, ticket sales, and merchandise purchases. However, the player-specific focus of fantasy sport, which can change with each contest, can undermine the attraction of sport fans to specific teams and players. This poses a significant challenge for sport teams in maintaining fan engagement throughout the season. Sport teams need to develop strategies that integrate team affiliations with the competitive aspirations of sport fans, creating targeted content that resonates with them and keeps them engaged with the sport team. Fantasy sport should aim to serve as a promoter rather than challenge the current popularity of sport teams and their key players.
本研究还确定了对运动队及其所有者的重要影响。传统上,球队忠诚度和关键球员的受欢迎程度一直是体育观众、门票销售和商品购买的有力预测因素。然而,梦幻体育的玩家特定关注点可能会随着每场比赛而改变,这可能会削弱体育迷对特定球队和球员的吸引力。这给运动队在整个赛季中保持球迷参与度带来了重大挑战。运动队需要制定策略,将团队隶属关系与体育迷的竞争愿望相结合,创建能引起他们共鸣并保持他们与运动队互动的针对性内容。梦幻体育应该旨在作为推动者,而不是挑战当前运动队及其关键球员的受欢迎程度。
Finally, recognizing the distinct value co-creation practices by evolved sport fans with regards sport and fantasy sport has several practical implications. Fan Code, for instance, is a mobile application that offers a range of features such as live streaming, match scores, data, player statistics, updates, and expert tips (Fancode, 2019). Interactive elements should be incorporated into platforms to foster a sense of co-creation and community, enabling fans to share match analysis, participate in polls and votes, provide player evaluations, and exchange fantasy team strategies. Moreover, the platform could allow participants
最后,认识到进化后的体育迷在体育和梦幻体育方面的独特价值共创实践具有几个实际意义。例如,Fan Code 是一个移动应用程序,提供一系列功能,例如直播、比赛比分、数据、球员统计数据、更新和专家提示(Fancode,2019 年)。平台应将互动元素纳入平台,以培养共创和社区意识,使球迷能够分享比赛分析、参与投票和投票、提供球员评估以及交流梦幻球队策略。此外,该平台可以允许参与者

to create customized fantasy contests with adaptable rules, empowering fans to actively co-create their fantasy sport experiences. Additionally, collaborative contests could be organized, encouraging participants to work together towards common goals, such as developing sport team strategies or forming joint fantasy teams. These activities have the potential to facilitate value co-creation among sport fans who actively participate in fantasy sport, promoting a more engaged and collaborative community.
创建具有适应性规则的定制梦幻比赛,使球迷能够积极共同创造他们的梦幻体育体验。此外,还可以组织合作竞赛,鼓励参与者为共同目标共同努力,例如制定运动队策略或组建联合梦幻团队。这些活动有可能促进积极参与梦幻体育的体育迷之间的价值共创,促进一个更加参与和协作的社区。

Limitations and directions for future research
未来研究的局限性和方向

While our research offers unique insights into the dynamics between sport enthusiasts, their favorite teams, and fantasy sport, it is essential to acknowledge its limitations. These constraints predominantly stem from our approach to data collection and the chosen platform for study. First, our data corpus primarily relied on Reddit communities. As a platform, Reddit may attract specific audiences and fail to include the entire spectrum of sport consumers. Additionally, while ethically convenient, the platform’s anonymity feature means that we lack essential information, such as gender and other demographics, which could potentially create biased results, particularly with regards post-match socio-psychological outcomes. Second, our decision to narrow our analysis to sport fans may inadvertently sideline other integral actors within the sport ecosystem during the value co-creation process. Therefore, it is essential to recognize that our study’s outcomes reflect this specific focus. Third, the timeframe for data collection concentrated on a single sport championship rather than encompassing the entire sport season. There may be variations across sport and sporting events, which we have not been able to capture.
虽然我们的研究为体育爱好者、他们最喜欢的球队和梦幻运动之间的动态提供了独特的见解,但必须承认其局限性。这些限制主要源于我们的数据收集方法和所选择的研究平台。首先,我们的数据语料库主要依赖于 Reddit 社区。作为一个平台,Reddit 可能会吸引特定的受众,但无法涵盖所有体育消费者。此外,虽然在道德上很方便,但该平台的匿名功能意味着我们缺乏基本信息,例如性别和其他人口统计数据,这可能会产生有偏见的结果,尤其是在赛后社会心理结果方面。其次,我们决定将分析范围缩小到体育迷,可能会在价值共创过程中无意中将体育生态系统中的其他不可或缺的行为者排除在外。因此,必须认识到我们的研究结果反映了这一特定重点。第三,数据收集的时间框架集中在单个体育锦标赛上,而不是涵盖整个体育赛季。体育和体育赛事之间可能存在差异,我们无法捕捉到这些差异。
In future research, we could expand the data corpus to include conversations across social networking platforms that would enable an analysis of demographic-specific variances in the behavioral patterns exhibited by sport fans engaged in fantasy sport. Future investigations could also extend the temporal scope of the study and increase the variety of sport events. Rather than restricting the analysis to a single sport championship, an approach encompassing multiple sporting events and off-field occurrences - such as player acquisitions, departures, and related developments in the fantasy sport domain - would contribute to a more comprehensive and holistic understanding of the behavior of sport fans who participate in fantasy sport.
在未来的研究中,我们可以扩展数据语料库,包括跨社交网络平台的对话,这将能够分析参与梦幻运动的体育迷所表现出的行为模式的人口统计学特定差异。未来的调查还可以扩大研究的时间范围并增加体育赛事的多样性。与其将分析局限于单一的体育锦标赛,不如采用包含多项体育赛事和场外事件的方法——例如球员收购、离开和梦幻体育领域的相关发展——将有助于更全面、更全面地了解参与梦幻体育的体育迷的行为。
Lastly, the impact of fantasy sport extends beyond the realm of sport fans, potentially influencing the athletes themselves. A recent instance in a football premier league contest, where players of a team strategically selected the opposing team’s key player as their captain to double their points (Madden, 2023), underscores the potential ramifications on sportspersons. Expanding the research purview to examine how fantasy sport affects athletes and their affiliations to their respective teams during the fantasy team drafting process would broaden the academic discourse surrounding fantasy sport, encapsulating a spectrum of actors in the sport ecosystem.
最后,梦幻体育的影响超出了体育迷的领域,可能会影响运动员本身。最近在足球超级联赛比赛中,一支球队的球员战略性地选择了对方球队的关键球员作为他们的队长,以使他们的分数翻倍(Madden,2023 年),这强调了对运动员的潜在影响。扩大研究范围以检查梦幻运动在梦幻球队选秀过程中如何影响运动员及其与各自球队的隶属关系,这将拓宽围绕梦幻体育的学术话语,囊括体育生态系统中的一系列参与者。

Conclusion 结论

This study explored how participating in fantasy sport affects sport fans, focusing on their socio-psychological outcomes and value-creating practices. Qualitative data
本研究探讨了参与梦幻体育如何影响体育迷,重点关注他们的社会心理结果和价值创造实践。定性数据

analysis of sport-based subreddits allowed us to delineate BIRGing and CORFing into distinct micro-dimensions. Further, we identified two new socio-psychological outcomes that encapsulate the reaction of fantasy sport participants after a contest - FAGing and FARDing. An interplay of BIRGing, CORFing, FAGing, and FARDing allows us to comprehensively cover the online behaviors of sport fans participating in fantasy sport. Finally, our findings revealed three value co-creation practices that exemplify the distinct characteristics of fantasy sport communities: favoritism and subgrouping; sharing, supporting, and strategizing; and bragging. The results contribute to both a theoretical understanding of sport fans in different contexts and practical insights for managers aiming to engage and address the evolving needs of this fan base within the sport industry.
对基于运动的 subreddit 的分析使我们能够将 BIRGing 和 CORFing 划分为不同的微观维度。此外,我们确定了两个新的社会心理结果,它们概括了梦幻运动参与者在比赛后的反应 - FAGing 和 FARDing。BIRGing、CORFing、FAGing 和 FARDing 的相互作用使我们能够全面覆盖参与梦幻体育的体育迷的在线行为。最后,我们的研究结果揭示了三种价值共创实践,它们体现了梦幻体育社区的独特特征:偏爱和子群体;分享、支持和制定战略;和吹嘘。研究结果有助于对不同背景下的体育迷进行理论理解,并为旨在吸引和解决体育行业内这一粉丝群不断变化的需求的管理者提供实践见解。

Note 注意

  1. Indian fantasy sport platform that allows users to participate in different contests related to fantasy cricket, hockey, and football, among others.
    印度梦幻运动平台,允许用户参加与梦幻板球、曲棍球和足球等相关的不同比赛。

Disclosure statement 披露声明

No potential conflict of interest was reported by the author(s).
作者未报告潜在的利益冲突。

ORCID

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