{"title":"美国体育投注者参与程度的分割分析","authors":"B. Dwyer, S. Shapiro, Joris Drayer","doi":"10.1123/jsm.2021-0335","DOIUrl":null,"url":null,"abstract":"Sports betting in the United States is exploding in popularity and has the potential to change the way sports fans interact with sports properties and sports content. However, not all sports bettors are the same, and market segmentation research provides a resource for more targeted communication and marketing strategies. Utilizing behavioral and psychographic data, the current study segmented 1,077 sports bettors by involvement. The segments were then contrasted on a number of factors within the framework of Mowen’s 3M model of motivation and personality. A sample of 513 nonbetting sports fans was also included as a segment within the analyses. Statistically significant differences were found at the motivational, elemental, compound, and surface trait levels between the betting segments and between the betting and the nonbetting sports fans. The findings point to a strong emotional draw regardless of involvement yet a clear need for the betting industry to educate on issues related to jurisdictional legality and common language.","PeriodicalId":50042,"journal":{"name":"Journal of Sport Management","volume":"1 1","pages":""},"PeriodicalIF":3.5000,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"A Segmentation Analysis of American Sports Bettors by Involvement\",\"authors\":\"B. Dwyer, S. Shapiro, Joris Drayer\",\"doi\":\"10.1123/jsm.2021-0335\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Sports betting in the United States is exploding in popularity and has the potential to change the way sports fans interact with sports properties and sports content. However, not all sports bettors are the same, and market segmentation research provides a resource for more targeted communication and marketing strategies. Utilizing behavioral and psychographic data, the current study segmented 1,077 sports bettors by involvement. The segments were then contrasted on a number of factors within the framework of Mowen’s 3M model of motivation and personality. A sample of 513 nonbetting sports fans was also included as a segment within the analyses. Statistically significant differences were found at the motivational, elemental, compound, and surface trait levels between the betting segments and between the betting and the nonbetting sports fans. The findings point to a strong emotional draw regardless of involvement yet a clear need for the betting industry to educate on issues related to jurisdictional legality and common language.\",\"PeriodicalId\":50042,\"journal\":{\"name\":\"Journal of Sport Management\",\"volume\":\"1 1\",\"pages\":\"\"},\"PeriodicalIF\":3.5000,\"publicationDate\":\"2023-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Sport Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1123/jsm.2021-0335\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Sport Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1123/jsm.2021-0335","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
A Segmentation Analysis of American Sports Bettors by Involvement
Sports betting in the United States is exploding in popularity and has the potential to change the way sports fans interact with sports properties and sports content. However, not all sports bettors are the same, and market segmentation research provides a resource for more targeted communication and marketing strategies. Utilizing behavioral and psychographic data, the current study segmented 1,077 sports bettors by involvement. The segments were then contrasted on a number of factors within the framework of Mowen’s 3M model of motivation and personality. A sample of 513 nonbetting sports fans was also included as a segment within the analyses. Statistically significant differences were found at the motivational, elemental, compound, and surface trait levels between the betting segments and between the betting and the nonbetting sports fans. The findings point to a strong emotional draw regardless of involvement yet a clear need for the betting industry to educate on issues related to jurisdictional legality and common language.
期刊介绍：
The sport management industry is growing by leaps and bounds, with an explosion in research projects, texts, and university programs. As the field continues to rapidly evolve, it’s imperative for sport managers to keep abreast of the latest developments. The peer-reviewed Journal of Sport Management (JSM) is your key to staying on top of current issues and trends in this dynamic field. An official journal of the North American Society for Sport Management, JSM brings you thought-provoking editorials, research articles, and reviews that examine a number of areas as they relate to the management, governance, and consumption of sport, such as: organizational theory, behavior, and strategy; sport operations; marketing, consumer behavior, sponsorship, advertising, and licensing; media, communications, and public relations; sport tourism; facility and event management; and gender and diversity.
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