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The immense popularity of professional sports and fantasy football in particular, has brought fans to the Internet in search of ways to enjoy their favourite teams’ performances. The study investigates the underlying dimensions that influence online fantasy football motivation and the relationship with attitudes towards its usage and future behavioural intentions. A quantitative research approach was applied using a self-administered questionnaire and data was analysed from 193 respondents. Through factor analysis, a five-factor structure was established with eustress, achievement/reward, aesthetics, enjoyment and ease of use being identified as the primary motivational dimensions towards fantasy football. Positive correlations were reported along all five dimensions. In addition the linear regression analysis showed strong predictive relationship between the underlying motives with attitude. Positive and significant relationship were also found between attitude and future intentions to participate in fantasy football. The findings presented in this study may be explored further in other sports contexts. However, sports marketers may gain invaluable insight towards the development of a comprehensive strategy towards a fantasy sports’ marketing mix. Similarly, sports governing bodies may be empowered to formulate a national regulatory framework along the identified dimensions. DOI: 10.5901/mjss.2013.v4n14p201

To Play or Not to Play! Online Fantasy Football Consumption Motives and the Relationship with Attitude and Future Behavioural Intentions