Reference Dependent Preference and Fan Responses: A Text Analysis of YouTube Comments on K-League Highlights
PURPOSE This study examined whether K-league fans’ responses to game outcomes align with reference-dependent preference and loss aversion principles. METHODS We collected user comments from the 2023 K-league game highlights videos on YouTube. We identified each user’s supporting team and excluded ne...
Main Authors: | , , , , , |
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Format: | Article |
Language: | Korean |
Published: |
Korea Institute of Sport Science
2023-12-01
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Series: | Cheyuk gwahag yeon-gu |
Subjects: | |
Online Access: | http://kjss.sports.re.kr/upload/pdf/kjss-2023-34-4-677.pdf |