With the rise of online media, the Uses and Gratifications approach has experienced a revival in general as well as in sports media research. However, most studies have not considered the variability in online media usage behavior, which indicates a heterogenity in fans’ gratification sought in online media consumption. To account for this heterogenity, this study conducts a cluster analysis based on the Uses and Gratifications approach to segment Swiss football fans according to their motivations for using online media. Further, it analyses how the emerging motivational profiles differ in online media usage and fan identification. The findings suggest that even though information, positive emotions, and entertainment remain the most sought gratifications across all participants, fans can be segmented into four motivational profiles: Football Afficionados, Casual Users, Joy-Seeking Spenders, and Online Media Enthusiasts. These profiles exhibit significant differences in their online media usage behaviour as well as in their fan identification. They, therefore, indicate a need for market segmentation when analysing online media usage motivation in football fans and demonstrate that clubs can achieve greater customer satisfaction by tailoring their online media content to the needs and online media consumption behaviour of their fans.

中文翻译：

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基于使用和满意度的市场细分方法来分析足球迷的在线媒体使用动机


随着在线媒体的兴起，使用和满足方法在体育媒体研究中得到了复兴。然而，大多数研究并未考虑在线媒体使用行为的可变性，这表明粉丝在在线媒体消费中寻求的满足感存在异质性。为了解释这种异质性，本研究基于使用和满足方法进行了聚类分析，根据瑞士球迷使用在线媒体的动机对他们进行细分。此外，它还分析了新兴的动机概况在在线媒体使用和粉丝识别方面的差异。研究结果表明，尽管信息、积极情绪和娱乐仍然是所有参与者最寻求的满足感，但球迷可以分为四种动机类型：足球爱好者、休闲用户、寻求快乐的消费者和在线媒体爱好者。这些个人资料在在线媒体使用行为以及粉丝识别方面表现出显着差异。因此，他们在分析足球迷在线媒体使用动机时表明需要进行市场细分，并证明俱乐部可以通过根据球迷的需求和在线媒体消费行为定制在线媒体内容来实现更高的客户满意度。