Unveiling the World of Fantasy Sports: User Perceptions and Motivations

Purpose of Study: This study investigates user behaviors, motivations, and concerns regarding fantasy sports applications in Ahmedabad city. It aims to identify the driving factors behind user engagement with Fantasy Sports platforms, exploring user loyalty, personalized experiences, and potential reservations. By capturing firsthand perspectives, the research seeks to provide a comprehensive understanding of user perceptions within this urban context.

Research Methodology: A mixed-methods approach is used, combining primary data from structured questionnaires and secondary data from scholarly sources. The study targets 193 respondents in Ahmedabad through convenience sampling. Data analysis is conducted using Microsoft Excel and SPSS, employing a descriptive research design to explore user engagement and perceptions.

Findings The study reveals that fantasy sports applications predominantly attract young males, with a significant number being students and post-graduates. Most users prefer cricket, with 'DREAM 11' being the most popular app. Users typically engage with these apps twice weekly, spending about an hour per day. Recommendations from friends or family are the primary reasons for initial engagement. Despite the introduction of GST and TDS reducing usage, many users report profits and plan to continue using these apps.

Theoretical Implications: The study supports theories on user-friendly design, economic impacts on consumer behavior, social influence, motivation, retention strategies, trust and security, personalization, and the importance of continuous improvement. It underscores the relevance of the Technology Acceptance Model, Social Influence Theory, Expectancy Theory of Motivation, and Trust Theory in e-commerce.

Practical Implications: Developers should prioritize intuitive design, affordable transaction fees, and attractive prizes. Implementing referral programs and addressing concerns related to taxation can enhance user retention. Establishing clear reporting channels for unfair play and continuously updating the app based on user feedback are essential for maintaining engagement and trust