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

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.