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

in Journal of Sport Management
View More View Less
  • 1 Virginia Commonwealth University
  • | 2 Kutztown University of Pennsylvania
Restricted access

Purchase article

USD  $24.95

Student 1 year online subscription

USD  $87.00

1 year online subscription

USD  $116.00

Student 2 year online subscription

USD  $166.00

2 year online subscription

USD  $221.00

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.

All Time Past Year Past 30 Days
Abstract Views 1770 1078 89
Full Text Views 106 62 11
PDF Downloads 98 44 12