Uses and Gratifications of Internet Collegiate Sport Message Board Users

Thesis (PhD) - Indiana University, School of Health, Physical Education and Recreation, 2008This study employed a survey of Internet collegiate sport message board users in order to ascertain their demographic characteristics, and to evaluate the uses sought and gratifications obtained from message board usage by employing uses and gratifications theory. The convenience sample utilized in the study (N = 2,339) was drawn from 14 collegiate sport message boards on three major message board networks. A main reason for the necessity of this study is due to its exploration of a previously unstudied group of sport communication consumers. Users of sport message boards represent an increasingly large sector of the sport audience (Freeman, 2006; Skretta, 2007). Their importance as consumers is magnified by the special nature of message boards, which allow users to both consume and create content. Analysis of the data indicated that respondents were predominantly White, male, and at least 30 years old. Most users earned over $60,000 per year in household income, possessed at least an undergraduate degree, and lived in the United States. A total of 34% of respondents identified themselves as subscribers to a collegiate sport message board. Subscribers indicated higher levels of income, education, and overall message board activity than non-subscribers. A factor analysis was conducted on responses to a series of motivation and usage questions, and from this analysis it was determined that four major dimensions of gratification existed for message board users: interactivity, information gathering, diversion, and argumentation. These dimensions accounted for 45.9% of the observed variance. Additional factor analysis was performed on responses to motivation and usage questions asked of subscribers, and three major dimensions of gratification were revealed for that group: premium information, community, and patronage. The study's findings in regards to dimensions of gratification were for the most part consistent with previous examinations of Internet users. The results suggested that message board activity should be evaluated in two separate areas; namely, the amount of content a user creates, and the amount that user consumes. The results also suggested that non-subscribers were more interested in the social and interactive elements of message board usage, while subscribers were more interested in information-related elements