A Mixed-Method Approach to Exploring the Motives of Sport-Related Mobile Applications Among College Students

in Journal of Sport Management
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The popularity of smartphones has led to the creation of sport-related mobile applications in the areas of games, fitness, information, and events for sport consumers. The main purpose of this study was to examine why college students use sport-related mobile applications and what benefits they received from their usage. The study employed the Motivation Scale for Sport Online Consumption and the Technology Acceptance Model to understand this usage in more detail. Using a mixed-method approach, the study revealed that college students identified fanship, convenience, and information as primary motives for using their sport-related mobile applications. For college students who are sport fans, supporting their fanship through these applications represents an important aspect of their lifestyle. Sport managers and sport application developers will benefit from understanding users’ intentions and motives as the market for sport-related applications continues to grow.

Sun J. Kang is with the Department of Health and Sport Sciences, University of Louisville, Louisville, Kentucky. Jae-Pil Ha is with the Department of Health, Human Performance, and Sport Management, University of Arkansas at Little Rock, Little Rock, Arkansas. Marion E. Hambrick is with the Department of Health and Sport Sciences, University of Louisville, Louisville, Kentucky.

Address author correspondence to Sun J. Kang at sun.kang@louisville.edu.
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