The study aimed to investigate the predictors of fanship and need of identification(NFI) on viewing and enjoyment of sport media, and the mediation of presence and rivalry between two predictors and enjoyment. The survey was conducted by Taiwan Communication Survey project, and 706 sport media audiences included. The results indicated that fanship was the positive predictor of viewing time; and NFI was negatively correlated with viewing time. It seems that heavy sport viewers did not consider NFI as their viewing motive.
Fanship was a predictor of enjoyment, and both presence and rivalry were mediators between fanship and enjoyment. According to affective disposition theory, presence was from positive disposition and enhanced enjoyment, while rivalry was from oppositely disposition toward competitor and thus increased entertaining experiences.