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引用次数: 0
摘要
研究目的 为了扩展与在线体育博彩相关的体育消费行为的研究，本研究旨在识别和检验在线体育博彩动机与在线体育博彩意向之间的关系。通过运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。根据美国博彩协会（AGA，2019年）和皮尤研究中心（Pew Research Center，2022年）提供的体育博彩者人口统计数据，采用配额抽样技术共获得了550份符合纳入和排除标准的完整调查问卷。在数据分析方面，研究人员分别采用了确证因子分析（CFA）和结构方程建模（SEM）来检验测量模型和假设模型。研究结果表明，四种动机（即金钱收益、兴奋、便利和消极技术准备）与在线体育博彩意向相关，而五种动机（即体育迷、积极技术准备和消极技术准备）与在线体育博彩意向相关。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，研究结果还有助于从业人员进一步了解在线体育博彩的动机，从而帮助他们进行资源分配。
Identifying online sports betting motivations associated with betting intention
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.
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