Yu publishes in International Journal of Sports Marketing and Sponsorship

Bo Yu, PhD, assistant professor in the School of Kinesiology, co-authored a manuscript titled, "In-game virtual goods consumption in esports: an extended cognition–affect–conation model linking age to purchase intention across FPS and MOBA genres" in the International Journal of Sports Marketing and Sponsorship. This study examines how perceived values (i.e., social, utilitarian, and investment), affective attitude, and purchase intention toward virtual goods in esports are influenced by age across different game genres.