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An exploration of motives in sport video gaming

Yongjae Kim (School of Kinesiology, University of Minnesota 210 Cooke Hall, 1900 University Ave. S.E. Minneapolis, MN 55455, USA)
Stephen D. Ross (University of Minnesota)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2006



This study examined motivational dimensions underlying sport video game playing, from a uses and gratification perspective, with the use of focus groups and confirmatory factor analysis. Through a rigorous scale development procedure, seven motivation dimensions were identified - knowledge application, identification with sport, fantasy, competition, entertainment, social interaction and diversion. The results also suggest that the pattern of sport video game use is more purposeful and active than uses of more traditional media. Future research opportunities and managerial implications for using video games in developing a more creative and interactive communication tool are also discussed.



Kim, Y. and Ross, S.D. (2006), "An exploration of motives in sport video gaming", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 1, pp. 28-40.



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