For Love or Money: Developing and Validating a Motivational Scale for Fantasy Football Participation

in Journal of Sport Management
Restricted access

Purchase article

USD $24.95

Student 1 year subscription

USD $84.00

1 year subscription

USD $111.00

Student 2 year subscription

USD $159.00

2 year subscription

USD $208.00

The contemporary sport fan has the ability to consume spectator sport through several means including event attendance, television and radio broadcasts, print publications, and Internet applications. Recently, an ancillary sport service, termed fantasy sports, has become one of the most popular activities among sport fans. As a result, the business of fantasy sports is booming. This study examined motivational dimensions underlying fantasy football participation from a Uses and Gratifications perspective. Utilizing Churchill’s (1979) five-step method for developing quality marketing measures, this study identified and validated three motivational dimensions: entertainment/escape, competition, and social interaction. The results suggest a pattern of fantasy football participation that is more purposeful and active than traditional media use. Discussed are the gambling associations, future research opportunities, and suggestions for developing fantasy football participation into a more creative and interactive marketing communication tool.

Dwyer is with the Center for Sport Leadership, Virginia Commonwealth University, Richmond, VA. Kim is with Kutztown University of Pennsylvania, Kutztown, PA.

Journal of Sport Management

Article Metrics

All Time Past Year Past 30 Days
Abstract Views 23 23 17
Full Text Views 4 4 4
PDF Downloads 2 2 2

Altmetric Badge

PubMed

Google Scholar

Cited By