Taking the Spread... Values Guiding Sportsbook Mobile Application Choice: A Means-End Analysis Among Ontario Young Adults

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.

Name thesis:degree_name

M.A. Applied Health Sciences

Level thesis:degree_level

Master

Discipline thesis:degree_discipline

Faculty of Applied Health Sciences

Department dc:contributor.department

Applied Health Sciences Program

Grantor dc:publisher

Brock University

Year dc:date.issued

2026

Author dc:creator

• Ginocchi, Gianni Fedele

Advisor dc:contributor.advisor

• Chard, Chris

• SOCIAL SCIENCES::Social sciences::Social work::Sports research
• SOCIAL SCIENCES::Business and economics::Business studies
• TECHNOLOGY::Information technology::Computer science::Cognitive science

Language dc:language.iso

eng

Handle dc:identifier.uri

https://hdl.handle.net/10464/20372

OAI identifier oai:identifier

oai:brocku.scholaris.ca:10464/20372