How does sport-related mobile apps usage motivation affect consumer perceptions of the sport organizations?

The current study was to examine the relationship how the usage motivation features (i.e., perceived customization, involvement, and liking) of sport related mobile applications(apps) affect users' perception on sport organizations' reputation which were modified from the previous research (Guillory & Sundar, 2014). Results indicate that all the three usage motivation factors of sport related mobile apps positively influenced perceived sport organizations' reputation. Specifically, the results revealed that the higher level of customization of the mobile apps, the more positive apps users' perception of sport organization reputation. The current study could provide the implications that understanding the usage motivation factors of sport related mobile apps is crucial to foster a positive relationship between the public and sport organizations. Thus, understanding what motivation factors drives sport consumers to use of sport related mobile apps is one of the keys to successful mobile apps marketing in sport business and need to be further studied