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Identifying online sports betting motivations associated with betting intention

Hyunseok Song (Department of Sport Management, Wellness, and Physical Education, University of West Georgia, Carrollton, Georgia, USA)
Kevin K. Byon (Department of Kinesiology, Indiana University Bloomington, Bloomington, Indiana, USA)
Paul M. Pedersen (Department of Kinesiology, Indiana University Bloomington, Bloomington, Indiana, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 29 April 2024

Issue publication date: 21 August 2024

402

Abstract

Purpose

To extend research into sport consumer behaviors related to online sports betting, this study is designed to identify and examine the relationship between online sports betting motivations and online sports betting intentions. By applying a push-pull framework from online sport consumption and gambling studies, nine motivations to engage in online sports betting were identified. These motivations were hypothesized to motivate online sports betting intentions.

Design/methodology/approach

A quota sampling technique based on the sports bettor demographics available in the American Gaming Association (AGA, 2019) and the Pew Research Center (2022) obtained a total of 550 completed surveys that met the inclusion and exclusion criteria. For data analyses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to examine the measurement model and the hypothesized model, respectively.

Findings

The results revealed that four motivations (i.e. monetary gain, excitement, convenience and negative technology-readiness) were related to online sports betting intention, while five motivations (i.e. sport fandom, positive technology-readiness, impulsivity, socialization and promotion) were not.

Originality/value

The results provide foundational theoretical knowledge of what motivates sports fans to participate in online sports betting. Furthermore, the findings assist practitioners in their allocation of resources by enhancing their understanding of online sports betting motivations.

Keywords

Citation

Song, H., Byon, K.K. and Pedersen, P.M. (2024), "Identifying online sports betting motivations associated with betting intention", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 4, pp. 705-731. https://doi.org/10.1108/IJSMS-06-2023-0131

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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