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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.
Hardin is with the Dept. of Kinesiology, Recreation, and Sport Studies, University of Tennessee, Knoxville, TN. Koo and Dittmore are with the Dept. of Health, Human Performance, and Recreation, University of Arkansas, Fayetteville, AR. Ruihley is with the Dept. of Sport Administration, University of Cincinnati, Cincinnati, OH. McGreevey is with the Athletic Department, Samford University, Homewood, AL.