Beyond touchdowns, homeruns, and three-pointers: an examination of fantasy sport participation motivation

This research examined the motivation aspects of a large and growing phenomenon that is fantasy sport. Through the lens of the uses and gratifications approach and using mixed methods research, motivations of the fantasy sport user were analysed. Qualitative online focus groups and a quantitative survey were administered to develop, validate, and explore fantasy sport motivations. The results revealed the top three motivating factors as fanship,...