{"id":{"repo_id":"brock","oai_identifier":"oai:brocku.scholaris.ca:10464/20372"},"canonical_url":"https://search.dev.ndltd.org/etd/brock/oai:brocku.scholaris.ca:10464/20372","repository":{"repo_id":"brock","name":"Brock University","base_url":"https://brocku.scholaris.ca/server/oai/request"},"display":{"title":"Taking the Spread... Values Guiding Sportsbook Mobile Application Choice: A Means-End Analysis Among Ontario Young Adults","abstract":"The legalization of single-event sports betting in Canada in 2021 led to rapid growth and increased competition among online sportsbooks, particularly in Ontario. As platforms offer largely similar products, understanding how consumers differentiate between them is increasingly important. This study applies Means-End Chain theory and uses qualitative laddering interviews to examine how sportsbook features connect to underlying consumer values among Ontario young adults. Through this approach, the research identifies the relationships between specific platform attributes, their perceived outcomes, and the deeper motivations guiding user preferences. Findings indicate that sportsbook preferences are driven by four key value dimensions: camaraderie, peace of mind, sense of achievement, and entertainment. Overall, results suggest sportsbook choice is driven more by psychological need fulfillment than functional differences, highlighting the importance of aligning product design and marketing strategies with consumer values. These insights contribute to a deeper understanding of consumer behaviour in a rapidly evolving market and provide a foundation for future research exploring how these relationships may differ across populations and over time.","abstract_html":"The legalization of single-event sports betting in Canada in 2021 led to rapid growth and increased competition among online sportsbooks, particularly in Ontario. As platforms offer largely similar products, understanding how consumers differentiate between them is increasingly important. This study applies Means-End Chain theory and uses qualitative laddering interviews to examine how sportsbook features connect to underlying consumer values among Ontario young adults. Through this approach, the research identifies the relationships between specific platform attributes, their perceived outcomes, and the deeper motivations guiding user preferences. Findings indicate that sportsbook preferences are driven by four key value dimensions: camaraderie, peace of mind, sense of achievement, and entertainment. Overall, results suggest sportsbook choice is driven more by psychological need fulfillment than functional differences, highlighting the importance of aligning product design and marketing strategies with consumer values. These insights contribute to a deeper understanding of consumer behaviour in a rapidly evolving market and provide a foundation for future research exploring how these relationships may differ across populations and over time.","abstract_has_math":false,"creators":["Ginocchi, Gianni Fedele"],"institution":"Brock University","degree_name":"M.A. Applied Health Sciences","degree_level":"Master","degree_discipline":"Faculty of Applied Health Sciences","degree_department":"Applied Health Sciences Program","school":null,"contributors":[],"advisors":["Chard, Chris"],"committee_chairs":[],"committee_members":[],"year":2026,"date_issued":"2026","date_published":"2026","updated_at":"2026-07-24T01:23:12Z","subjects":["SOCIAL SCIENCES::Social sciences::Social work::Sports research","SOCIAL SCIENCES::Business and economics::Business studies","TECHNOLOGY::Information technology::Computer science::Cognitive science"],"languages":["eng"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/10464/20372","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Chard, Chris"]},{"key":"dc:contributor.department","label":"Department","values":["Applied Health Sciences Program"]},{"key":"dc:creator","label":"Author","values":["Ginocchi, Gianni Fedele"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2026-06-04T15:14:25Z"]},{"key":"dc:date.issued","label":"Date","values":["2026"]},{"key":"dc:publisher","label":"Institution","values":["Brock University"]},{"key":"dc:type","label":"Dc Type","values":["Electronic Thesis or Dissertation"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Faculty of Applied Health Sciences"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Master"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.A. Applied Health Sciences"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["SOCIAL SCIENCES::Social sciences::Social work::Sports research","SOCIAL SCIENCES::Business and economics::Business studies","TECHNOLOGY::Information technology::Computer science::Cognitive science"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/10464/20372"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The legalization of single-event sports betting in Canada in 2021 led to rapid growth and increased competition among online sportsbooks, particularly in Ontario. As platforms offer largely similar products, understanding how consumers differentiate between them is increasingly important. This study applies Means-End Chain theory and uses qualitative laddering interviews to examine how sportsbook features connect to underlying consumer values among Ontario young adults. Through this approach, the research identifies the relationships between specific platform attributes, their perceived outcomes, and the deeper motivations guiding user preferences. Findings indicate that sportsbook preferences are driven by four key value dimensions: camaraderie, peace of mind, sense of achievement, and entertainment. Overall, results suggest sportsbook choice is driven more by psychological need fulfillment than functional differences, highlighting the importance of aligning product design and marketing strategies with consumer values. These insights contribute to a deeper understanding of consumer behaviour in a rapidly evolving market and provide a foundation for future research exploring how these relationships may differ across populations and over time."]},{"key":"dc:title","label":"Title","values":["Taking the Spread... Values Guiding Sportsbook Mobile Application Choice: A Means-End Analysis Among Ontario Young Adults"]}]}],"canonical_facts":{"dc:contributor.advisor":["Chard, Chris"],"dc:contributor.department":["Applied Health Sciences Program"],"dc:creator":["Ginocchi, Gianni Fedele"],"dc:date.accessioned":["2026-06-04T15:14:25Z"],"dc:date.issued":["2026"],"dc:description.abstract":["The legalization of single-event sports betting in Canada in 2021 led to rapid growth and increased competition among online sportsbooks, particularly in Ontario. As platforms offer largely similar products, understanding how consumers differentiate between them is increasingly important. This study applies Means-End Chain theory and uses qualitative laddering interviews to examine how sportsbook features connect to underlying consumer values among Ontario young adults. Through this approach, the research identifies the relationships between specific platform attributes, their perceived outcomes, and the deeper motivations guiding user preferences. Findings indicate that sportsbook preferences are driven by four key value dimensions: camaraderie, peace of mind, sense of achievement, and entertainment. Overall, results suggest sportsbook choice is driven more by psychological need fulfillment than functional differences, highlighting the importance of aligning product design and marketing strategies with consumer values. These insights contribute to a deeper understanding of consumer behaviour in a rapidly evolving market and provide a foundation for future research exploring how these relationships may differ across populations and over time."],"dc:identifier.uri":["https://hdl.handle.net/10464/20372"],"dc:language.iso":["eng"],"dc:publisher":["Brock University"],"dc:subject":["SOCIAL SCIENCES::Social sciences::Social work::Sports research","SOCIAL SCIENCES::Business and economics::Business studies","TECHNOLOGY::Information technology::Computer science::Cognitive science"],"dc:title":["Taking the Spread... Values Guiding Sportsbook Mobile Application Choice: A Means-End Analysis Among Ontario Young Adults"],"dc:type":["Electronic Thesis or Dissertation"],"thesis:degree_discipline":["Faculty of Applied Health Sciences"],"thesis:degree_level":["Master"],"thesis:degree_name":["M.A. Applied Health Sciences"]},"updated_at":"2026-07-24T01:23:12Z"}