No abstract

No abstract

This research examined the motivation aspects of a large and growing phenomenon that is fantasy sport. Through the lens of the uses and gratifications approach and using mixed methods research, motivations of the fantasy sport user were analysed. Qualitative online focus groups and a quantitative survey were administered to develop, validate, and explore fantasy sport motivations. The results revealed the top three motivating factors as fanship, competition, and social sport and the bottom three as fan expression, ownership, and escape. The factors of competition, achievement, and surveillance had significant positive correlations with overall satisfaction while the factors of competition and camaraderie had significant positive correlations with future intentions. This research provides more information and insight into the burgeoning field of fantasy sport. The results of this study provide practitioners a more comprehensive view into the attitudes, feelings, and motives of the fantasy sport user. Both academic and practical implications are highlighted.

The growth of the Web has had a tremendous impact on how information is disseminated and shared about sports. Research has shown that consumers use media to satisfy a variety of needs and desires, has examined online sport media consumption, and the use of online sport media. But there has been no examination of the motivating factors behind subscription based online media, in particular, paid content sites and message boards. This study explored the relationships of motives, perceived value, and hours in usage per week. Five motives were verified through a confirmatory factor analysis. An examination of the usage characteristics of the respondents demonstrates a loyal and active user. This is important for the site administrators in that the subscribers are using the site as a “go to” destination and not merely something to peruse during their leisure time. The site is acting as an entry point onto the Web.

Understanding gender differences in fantasy sport consumption involves in-depth assessment of personal attributes, consumption, sport fandom, and motivations to participate. The study addresses the area of gender and fantasy sport, examining motivation and consumption behaviors of men and women concerning this activity. In this research, a total of 530 men and women fantasy sport users were surveyed about their media consumption and overall motivations for participating. Results indicated men consuming nearly 10 hours more of sports media content each week than women. Regarding motivations, men and women yielded consistent motivations for play on five of the seven measures, with the two remaining measures, enjoyment and passing time, being significantly higher for men. Implications and directions for future research in this relatively new scholarly realm are offered.