Cheever (2009) designed six motivational factors to examine the uses and gratifications
of watching Mixed Martial Arts (MMA) broadcasts: violence, competition, better than other
sports [more enjoyable compared to other sports], underdog qualities, external sources
[circumstances], and internal sources [personal disposition]. This study is more focused on
personal use of sports media, while the factors indicate that the audiences watch the game with
instrumental motives rather than ritualistic motives. Hur, Ko, and Valacich (2007) examined the
motivation of sports participants’ online sports consumption with five dimensions: convenience,
information, socialization, economic [economy], and diversion. This study utilized a survey
method and developed the Scale of Motivation for Online Sport Consumption (SMOS) in order
to analyze a confirmatory factor