Sport-Specific Online Consumption: Understanding Fan Motivations in Baseball, Soccer, and Basketball

Abstract

This study examines sport consumers’ motivations for online consumption and their varying behavioral
patterns across different sports, with a focus on baseball, soccer, and basketball fans in South Korea.
Grounded in the Uses and Gratification Theory (UGT), the research utilizes the Scale of Motivation for
Online Sport Consumption (SMOS) and the Motivations Scale for Online Sport Consumption (MSSOC)
to assess six key motivational factors: convenience, entertainment, interpersonal communication, escape,
team support, and technical knowledge. Data were collected through an online survey administered to 231 South Korean college students, yielding a 30.8% response rate. Results from a multivariate analysis of
variance (MANOVA) revealed significant differences in the motivations of sport consumers based on
sport type. Baseball fans demonstrated a stronger inclination toward information-seeking and
entertainment, with the highest mean scores for both factors, compared to soccer and basketball fans. The findings suggest that soccer fans prioritize real-time information and accessibility, reflecting the fast-
paced, dynamic nature of the sport. In contrast, baseball fans are primarily driven by recreational and
entertainment motivations, facilitated by the sports slower, segmented gameplay. These insights
underscore the importance of sport-specific digital marketing strategies. For soccer, platforms should
emphasize up-to-date, well-organized content delivery, while baseball marketing should focus on creating
engaging multimedia experiences. This study contributes to the literature by highlighting the distinct
motivational patterns across sports and offering actionable recommendations for optimizing digital sports marketing. Limitations, including the sample’s representativeness, are acknowledged, and future research directions are suggested.