| 英文摘要 |
Introduction: According to the literature on sport marketing, the most important reason why people spend money to attend sport events is mainly due to enjoy the special atmosphere in sport stadiums. Therefore, the better our understanding of stadium atmosphere formation factors, the more able sport organizations are to build a spectator environment that match spectators’ preference. To help sport organizations understand the needs and wants of sport spectators, this study aim to develop a reliable and valid scale to measure the key stimuli elements in a spectator sport setting. Methods: This study is accomplished through two stages. Firstly, in the pilot study stage, group discussion and experts review were used to establish content validity. Item analysis was performed to remove those failed to reveal the quality of measurement. Secondly, in the empirical study stage, two different spectator samples were surveyed for exploratory factor analysis (EFA) and confirmatory factory analysis (CFA) respectively. In addition, various statistical analyses were used to examine the reliability and validity of the scale. Results: Three factors named spectator-induced, game-induced and organizer-induced stimuli were generated from EFA which accounted for 58.57% of the total variance. CFA showed that second-order model with the 3 sub-dimensions best fit the data. The composite reliability, convergent validity, discriminant validity and criterion-related validity of the final instrument were acceptable. Conclusion: The results indicated that that second order three factors’ scale fitted empirical data well. This scale can be used as a managerial reference for organizers to investigate the intensity of environmental stimuli on each game. |
