| 英文摘要 |
Introduction: The current research proposal was to investigate the topic of sport stadium atmosphere (SSA) in the Chinese Professional Baseball League (CPBL) based on the Mehrabian-Russell model (1974) in the field of environmental psychology. More specifically, the purposes of the present research proposal included the development of the SSA scale in CPBL games along with the examination of the psychometric properties of the SSA scale, the cross validation of the SSA scale, and the investigation on the structural path coefficients among sport stadium atmosphere, spectators’ emotions, and repurchase intention. Methods: The current research proposal followed the research procedures suggested by Churchill’s (1979) and Kim, Trail, Woo, and Zhang (2011). The procedures involved four stages. The first stage was to construct and refine the items for SSA scale in CPBL and to conduct a pilot study for the constructs of emotions (pleasure, arousal, and dominance, PAD) and behavioral response (repurchase intention). The second stage included the exploration and confirmation of the SSA scale in CPBL. The third stage contained the cross validation of the SSA scale developed from the second stage. The fourth stage encompassed the hypothesis testing on the structural path coefficients among sport stadium atmosphere, emotions, and repurchase intention. Sampling information as well as statistical/qualitative methods were well-specified in each stage. PASW 18.0 and LISERL 8.51 along with the significance level of .05 were used for data analysis in the current research proposal. Results: The findings of the present study showed that sport stadium atmosphere of CPBL consisted of “players’ performance,” “fans’ passion,” “sport facilities,” “on-site events,” and “team competition.” Satisfactory validity and reliability of the scale was demonstrated by confirmatory factor analysis. Conclusion: Additionally, sport stadium atmosphere positively predicted spectators’ emotion, which in turn positively predicted spectators’ repurchase intention. |
