The shift in sports viewing: scale development and validation for mediated sports consumption motivation
基于自我决定理论，开发并验证了一个包含21个题项、7个动机维度的量表，用于测量球迷通过媒介（而非现场）观看体育比赛的动机，对体育营销和媒介管理有参考价值。
Research question Mediated sports, the alternative consumption formats that substitute live stadium or arena experiences, are on the rise and have become a prevalent means of consuming sport. This study developed a comprehensive scale to capture fans’ motivation behind mediated sport consumption from the theoretical lens of self-determination theory.Research methods We achieved this objective through a series of studies: a free thought-listing survey, expert panels, an exploratory study based on a sample of 549 sport consumers, and a confirmatory study based on a new sample of 335 sport consumers.Results and findings The final scale consists of 21 items that measure seven motives: Convenience, Sociability, Emotional Hedge, Programming, Ownership, Team Identification, and Security. Findings revealed that mediated sport consumption demonstrated distinct motives integral to satisfying the basic psychological needs for autonomy, competence, and relatedness.Implications This study expands our understanding of mediated sport consumption behavior through the perspectives of Self-determination Theory. Sport fans tend to take advantage of various platforms and time zones and access many sporting events with fewer constraints. We suggest that mediated sport consumption that enhances a sense of choice or personal value provides a higher satisfaction of sport fans’ psychological needs.