Reference Dependent Preference and Fan Responses: A Text Analysis of YouTube Comments on K-League Highlights

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...

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Bibliographic Details
Main Authors: Hojun Sung, Yujin Kim, Jaemin Oh, Sangbum Lee, Ingyu Lee, Hyunwoong Pyun
Format: Article
Language:Korean
Published: Korea Institute of Sport Science 2023-12-01
Series:Cheyuk gwahag yeon-gu
Subjects:
reference dependent preference
loss aversion
k-league
text analysis
youtube
kobert
Online Access:http://kjss.sports.re.kr/upload/pdf/kjss-2023-34-4-677.pdf

Internet

http://kjss.sports.re.kr/upload/pdf/kjss-2023-34-4-677.pdf

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