Abstract
The purpose of this study is to propose a conceptual model for investigating the antecedents and consequences of winning expectancy in the fantasy sport consumption context. Employing the illusion of control theory as a conceptual framework, the study hypothesized that perceived football knowledge, perceived ease of use the service Website, and enjoyment as predictors of winning expectancy and time and money involvement as consequences. The proposed model is tested using a convenience sample (N= 244) of college students and theSEMresults supported all hypotheses. Further, the proposed model was more parsimonious and performed better than the competing model.
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