Development of the Motivation Scale for Sport Online Consumption
Abstract
The Internet has become a significant tool for sport marketing. Professional sport teams’ Web sites are now an important component of their marketing mix; yet, little is know about users’ consumption motives for Web sites, particularly sport teams’ Web sites. The purpose of this study was to develop a valid, reliable instrument to measure motivation for sport online consumption. The Motivation Scale for Sport Online Consumption (MSSOC) was...
Paper Details
Title
Development of the Motivation Scale for Sport Online Consumption
Published Date
Jan 1, 2008
Journal
Volume
22
Issue
1
Pages
82 - 109
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