スポーツ観戦における経験価値尺度開発およびJリーグ観戦者の分類 The Scale Development for Experiential Value Scale for Sport Consumption (EVSSC) and Fan Segmentation in J-League Team

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Abstract

This research develops the Experiential Value Scale for Sport Consumption (EVSSC). Drawing from the literature on experiential research, a second-order factor model of experiential value was developed. The items were mainly adopted from the Experiential Value Scale (EVS) by Mathwick, Malhotra, and Rigdon (2001). The original items were generated from in-depth interviews with professional football spectators, in addition to the review of previous research. The reliability and validity of the proposed measures were assessed by Cronbach's alpha coefficients and a confirmatory factor analysis. The results provided fair support for the EVSSC. Confirming an acceptable model fit to the data, hierarchical and non-hierarchical cluster analyses were conducted by using eleven factors in the EVSSC. Four clusters emerged and were interpreted as “Experiential Valued Spectators,” “Non-Experiential Valued Spectators,” “Intrinsic Valued Spectators,” and “CROI Valued Spectators.” Although the results showed the modification on the EVSSC constructs, the findings and recommendations for future research provide numerous opportunities for advancing our understanding of experiential value marketing.

Journal

  • Japanese Journal of Sport Management

    Japanese Journal of Sport Management 2(1), 3-17, 2010

    Japanese Association for Sport Management

Codes

  • NII Article ID (NAID)
    130000335978
  • NII NACSIS-CAT ID (NCID)
    AA12410300
  • Text Lang
    ENG
  • ISSN
    1884-0094
  • NDL Article ID
    10851700
  • NDL Source Classification
    ZD23(経済--企業・経営) // ZF21(教育--体育)
  • NDL Call No.
    Z71-Y452
  • Data Source
    NDL  J-STAGE 
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