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.

中文翻译：

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识别与投注意图相关的在线体育博彩动机

 目的

为了扩展与在线体育博彩相关的体育消费者行为的研究，本研究旨在识别和检查在线体育博彩动机与在线体育博彩意图之间的关系。通过应用在线体育消费和赌博研究的推拉框架，确定了参与在线体育博彩的九种动机。假设这些动机会激发在线体育博彩的意图。

设计/方法论/途径

基于美国博彩协会（AGA，2019 年）和皮尤研究中心（2022 年）提供的体育博彩玩家人口统计数据的配额抽样技术总共获得了 550 份符合纳入和排除标准的已完成调查。对于数据分析，验证性因素分析（CFA）和结构方程模型（SEM）分别用于检查测量模型和假设模型。

 发现

结果显示，四种动机（即金钱收益、兴奋、便利和消极技术准备）与在线体育博彩意图相关，而五种动机（即体育迷、积极技术准备、冲动、社交和推广）则无关。

 原创性/价值

研究结果为体育迷参与在线体育博彩的动机提供了基础理论知识。此外，研究结果通过增强从业者对在线体育博彩动机的理解来帮助他们分配资源。