Motivation and concerns for online sport consumption

Youngjin Hur, Yong Jae Ko, Joseph Valacich

Research output: Contribution to journalArticlepeer-review

66 Scopus citations


The purpose of this study was to propose and test a conceptual model of online sport consumption motivation and concerns when using the Internet for sport information and shopping. The proposed model is based on current conceptualization of motivation and concerns when using the Internet. The proposed model consists of five types of motivation (i.e., convenience, information, diversion, socialization, and economic) and four types of concern (i.e., security and privacy, delivery, product quality, and customer service). To test this model, the scale of motivation for online sport consumption was developed. A structural equation model test with a convenience sample of 222 sports participants supported the conceptualization of motivation and concerns. Motivation positively influenced sport fans' actual usage of sport-related Web sites, but no significant path coefficient was found from concerns to motivation and actual usage. Given these results, implications for future research and practice are discussed.

Original languageEnglish (US)
Pages (from-to)521-539
Number of pages19
JournalJournal of Sport Management
Issue number4
StatePublished - Oct 2007

ASJC Scopus subject areas

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


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