Development of the Motivation Scale for Sport Online Consumption

The Internet has become a significant tool for sport marketing. Professional sport teams’ Web sites are now an important component of their marketing mix; yet, little is know about users’ consumption motives for Web sites, particularly sport teams’ Web sites. The purpose of this study was to develop a valid, reliable instrument to measure motivation for sport online consumption. The Motivation Scale for Sport Online Consumption (MSSOC) was developed in three phases. A literature review identified 102 potential motives in Phase 1. A second, qualitative phase refined and classified the potential item pool, resulting in 67 items. Exploratory factor analysis (N = 175) was used to generate a 10-factor, 40-item scale. The revised instrument was used in a second study (N = 371). Structural equation modeling was used to confirm the factor structure of the instrument and to reduce each subscale to 3 items. The final scale consisted of 10 dimensions of motivation: fanship, interpersonal communication, technical kno...