Development of the motivation scale for sport online consumption

Won Jae Seo, B. Christine Green

Research output: Contribution to journalArticlepeer-review


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 knowledge, fan expression, entertainment, economic, pass time, information, escape, and support. Subscale internal consistency ranged from .77 to .90. All 10 dimensions were positively correlated with Web commitment (.20 < r2 < .63), providing evidence of convergent validity. Potential uses of the scale are discussed.

Original languageEnglish (US)
Pages (from-to)82-109
Number of pages28
JournalJournal of Sport Management
Issue number1
StatePublished - Jan 2008
Externally publishedYes

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Orthopedics and Sports Medicine
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Organizational Behavior and Human Resource Management


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