The Impact of Legalization of Sports Gambling: How Motivation, Fandom, and Gender Influence Sport-Related Consumption

Dan Cason, Minkyo Lee, Jaedeock Lee, Edward J. Arner, In Sung Yeo

Research output: Contribution to journalArticlepeer-review

Abstract

This study examined how the legalization of sports wagering, in association with several factors (i.e., gender, motivations, and fandom), has impacted gambling behavior, interests in sport, and sport-related consumption (e.g., media, ticket sales) using a sample of active gamblers above the age of 21 (N = 58). The findings showed that economic motivation significantly predicted gambling behavior, interests in sports, and sport-related consumption, while fandom did not. People who are motivated by money are more likely to wager on sport and consume sport. However, being a sport fan or not does not impact those variables. Based on the results of the current study, it could be suggested that, since sports wagering was recently legalized, sport organizations should move quickly to attract new and potential market segments (e.g., gamblers).

Original languageEnglish
Pages (from-to)643-654
Number of pages12
JournalInternational Journal of Sport Communication
Volume13
Issue number4
DOIs
Publication statusPublished - 2020

Bibliographical note

Publisher Copyright:
© 2020 Human Kinetics, Inc.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Communication
  • Tourism, Leisure and Hospitality Management

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