[Home ] [Archive]   [ فارسی ]  
:: Main :: About :: Current Issue :: Archive :: Search :: Submit :: Contact ::
:: Volume 5, Issue 16 (Spring 2017) ::
3 2017, 5(16): 21-34 Back to browse issues page
Constructing Consumer Behavior Questionnaire in Sport for All
Abstract:   (3753 Views)
The aim of this study was to construct and determine the validity and reliability of sport consumer behavior instrument in sport for all. 560 participants in sport for all were selected through stratified random sampling method as the sample. 21 items were extracted by studying and collecting texts and articles related to sport consumer behavior. Content ratio and construct validity were respectively used to check the validity of the questionnaire. Cronbach's alpha was used to test the reliability. The results of exploratory factor analysis revealed three dimensions named as "frequency of participation", "purchase intentions" and "media consumption". Based on confirmatory factor analysis and by eliminating one of the items with factor loading lower than the desired level, the results showed that all the items had the optimum factor loading. The results showed those indexes necessary for model fit were desirable (CMIN/DF=5.21, GFI=0.893, TLI=0.868, CFI=1.0, PNFI=0.73, RMSEA=0.078). Cronbach's alpha for the whole instrument and subscales of frequency of participation, purchase intentions and media consumption were respectively 0.89, 0.851, 0.847, 0.774. The current study provided a suitable instrument with desirable reliability and validity to assess sport consumer behavior so that the scientific and research community of sport marketing could benefit from it to evaluate the sports industry.
Keywords: reliability, sport consumer behavior, sport consumption, sport marketing, validity
Full-Text [PDF 398 kb]   (999 Downloads)    
Type of Study: Research | Subject: Special
1. 9. Casper, J., Andrew, D. P.S. (2008). “Sport commitment differences among tennis players on the basis participation outlet and skill level”. Journal of Sport Behavior, 31(3), pp: 201-219.
2. 10. Derakhshideh, H., Emadzadeh, M. K. (2012). “Evaluating youth’s buying behavior regards sports shoes”. Interdisciplinary Journal of Contemporary Research in Business, 10, pp: 581-589.
3. 11. Dwyer, B., Drayer, J. (2010). “Fantasy sport consumer segmentation: An investigation into the differing consumption modes of fantasy foot-ball participants”. Sport Marketing Quarterly, 19, pp: 207-216.
4. 12. Eschenfelder, M., Li, M. (2007). “Economics of sport”. Morgantown, WV: Fitness Information Technology, pp: 34-39.
5. 13. Fernandes, N. E., Correia, A. H., Abreu, A. M., Biscaia, A. M. (2013). “Relationship between sport commitment and sport consumer behavior”. Motricidade, 9(4), pp: 2-11.
6. 14. Funk, D., Beaton, A., Alexandris, K. (2012). “Sport consumer motivation: autonomy and control orientations that regulate fan behaviors”. Sport Management Review, 15, pp: 355-367.
7. 15. Henderson, K. A. (2009). “A paradox of sport management and physical activity interventions”. Sport Management Review, 12, pp: 57-65.
8. 16. Malina, R., Little, B. (2008). “Physical activity: the present in the context of the past”. American Journal of Human Biology, 20, pp: 373-391.
9. 17. McDonald, M., Milne, G., Hong, J. (2002). “Motivational factors for evaluating sport spectator and participant markets”. Sport Marketing Quarterly, 11(2), pp: 100-113.
10. 18. Polit, F., Beck, T., Owen, V. (2007). “Is the CVI an acceptable indicator of content validity? Appraisal and recommendations”. Research in Nursing and Health, 30(4), pp: 459-67.
11. 19. Rowe, K., Shilbury, D., Ferkins, L., Hinckson, E. (2013). “Sport development and physically activity promotion: An integrated model to enhance collaboration and understanding”. Sport Management Review, 16, pp: 364-377.
12. 20. Schwarz, E., Hunter, J., LaFleur, A. (2013). “Advanced theory and practice in sport marketing”. NY: Routledge, pp: 202-204.
13. 21. Shank, M., Lyberger, M. (2015). “Sports marketing: A strategic perspective”. 5th Edition, NY: Routledge, pp: 235-238.
14. 22 .Smith, A. (2008). “Introduction to sport marketing: A practical approach sport management”. UK: Butterworth-Heinemann, pp: 20-22.
15. 23. Solomon, R. M. (2014). “Consumer behavior: Buying, having, and being”. 11th Edition, New York: Pearson Education, pp: 19-21.
16. 24.Waltz, C. F., Strickland, O., Lenz, E. (1991). “Measurement in nursing research” 2nd Edition, NY, USA: Springer Publishing Company, pp: 50-51.

XML   Persian Abstract   Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Constructing Consumer Behavior Questionnaire in Sport for All. 3. 2017; 5 (16) :21-34
URL: http://ntsmj.issma.ir/article-1-883-en.html

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Volume 5, Issue 16 (Spring 2017) Back to browse issues page
رویکردهایی نوین در مدیریت ورزشی New Trends in Sport Management
Persian site map - English site map - Created in 0.03 seconds with 29 queries by YEKTAWEB 4355