Partipication motivation of fantasy sport, satisfaction and behavioral intentions

The purpose of this research was to determine the motivations behind the participation in fantasy sports, to investigate the effect of fantasy sports involvement on customer satisfaction and behavioral intentions, and to examine structural relationships between variables. The general screening model was used in the research. The universe of the research comprised the players who play fantasy sports games in Turkey. The sample group was determined by using intentional sampling method and a total of 509 active fantasy football players participated to the study voluntarily. In the research, the "Fantasy Football Participation Motivation Scale" developed by Dwyer and Kim (2011) was used as data collection tool. Turkish validity-reliability study of the Scale was conducted by Eskiler, Demirhan and Soyer (2017). In addition, the "Customer Satisfaction Scale" developed by Oliver (1980) and adapted to Turkish by Özerşahin (2016) and Eskiler (2015) was used to measure participants' satisfaction. Moreover,"Behavioral Intentions Scale",developed by Zeithaml, Berry and Parasuraman (1996) and adapted to Turkish by Külahlı (2016) and Karaman (2015), was used to measure participants' behavioral intentions. In the analysis of the data, descriptive statistical analysis was used to determine the standard deviations and averages of the participants' demographic information. Correlation analysis was used to investigate the relationships between variables in the study, t-test and anova test was used to determine the differences between the variables and regression analysis to identify the effects. As a result, it was determined that the motivation of fantasy football participation was positively related to customer satisfaction and behavioral intentions. Keywords: Sport, Fantasy Sport, Motivation, Satisfaction, Behavioral Intention