Big-Five Personality and Motivations Associated with Sport Team Social Networking Site Usage: A Cluster Analysis Approach

ABSTRACT

The purpose of this study is twofold: (a) to classify sport team social networking site (SNS) users into key market segments based on motivation for sport SNS usage; and (b) to identify users’ personality traits associated with motivation and SNS consumption behaviors. Using an online survey, a total of 506 sport SNS users were recruited from seven sport teams. Cluster analysis identified three meaningful and distinct subsets of sport SNS users with similar needs namely: Social Recognition Seekers, Fun Seekers, and Information Seekers. Furthermore, personality traits are an important determinant of sport SNS selection and usage. The current study extends the line of research on SNS to sport team SNS by examining personality and motivations associated with SNS consumption behaviors.

本研究的主要目的有两个:a) 根据体育社交网站 (SNS) 使用动机的不同, 将体育团体SNS用户进行关键市场细分;b) 明确与使用动机和SNS消费行为相关联的用户人格特征。通过网上调查, 本研究从七个体育团体共招募到506名体育SNS使用者用户。通过聚类分析法, 本研究将具有相似需求的体育SNS用户划分为三个有意义且有明显区别的类别, 即:寻求社会认同者、乐趣追寻者和信息追寻者。此外, 本研究发现, 人格特征是用户在选择和使用体育SNS时的一个重要影响因子。本研究通过检验与SNS消费行为相关联的人格特征与动机, 将SNS的研究延伸到了体育团体SNS的领域中。

KEYWORDS:

• Motivation
• personality
• sport social network sites
• cluster analysis
• market segmentation

关键词:

• 动机
• 人格
• 体育社交网站
• 聚类分析法
• 市场细分

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Yongjae Kim

Yongjae Kim (PhD, The University of Minnesota at Twin Cities, Minneapolis, MN, USA) is an associate professor in the Department of Sport Management and Leadership Studies at Kutztown University of Pennsylvania, USA. His research interests include sport media and communication, consumer behavior, and sport finance.

Soojin Kim

Soojin Kim (PhD, University of Northern Colorado at Greeley, Greeley, CO, USA) is an associate professor in the Department of Sport Management and Leadership Studies at Kutztown University of Pennsylvania, USA. Her research interests include strategic sport marketing and consumer behavior.

Yong-Man Kim

Yong-Man Kim (PhD, Dankook University, South Korea) is a professor in the Department of Sport and Leisure Studies at Dankook University, South Korea. His research interests include sport marketing and sponsorship.