Sport websites users motivations and corollary behavior - a study

Abstract

Internet use today is different than a decade ago when the UandG scholars first conducted Internet use studies. Younger generations grew up with computers and the Internet. If people could use the Internet passively to some degree, it is valuable to discover how structural factors influence Internet use and how they constrain even active choices. This study takes a step to address these questionsInternet use today is different than a decade ago when the UandG scholars first conducted Internet use studies. Younger generations grew up with computers and the Internet. If people could use the Internet passively to some degree, it is valuable to discover how structural factors influence Internet use and how they constrain even active choices. This study takes a step to address these questions Therefore, this study takes an initial step to integrate measures to examine individual, structural, and technology adoption determinants impact on Internet use. To be specific, the focus of this study is to examine how Internet use is influenced by individual characteristics such as motivations, demographics, and psychographic segmentation; technology adoption factors, such as attitudes, technology expertise, and perceptions.The main objectives of the study was to investigate the effect of five user motives (entertainment, information, social interaction, escape and economic) and three user interactivity dimensions (active control, two-way communication and real-time information) on attitude toward the sport website and the impact of attitude toward the sport website on intention to revisit the sport website