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Dimensions of general market demand associated with professional team sports: Development of a scale

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  • Byon, Kevin K.
  • Zhang, James J.
  • Connaughton, Daniel P.

Abstract

The purpose of this study was to develop the Scale of Market Demand to assess general market demand factors affecting the consumption of professional team sports, which was completed through the following five steps: (a) formulation of a theoretical framework, (b) development of a preliminary scale, (c) exploratory factor analysis (EFA), (d) confirmatory factor analysis (CFA), and (e) examination of predictive validity through conducting a structural equation modeling (SEM) analysis. Following a community intercept method, professional sport consumers (NÂ =Â 453) in four southeastern metropolitan areas responded to the scale. Data were randomly split into two halves: one for EFA and the other for CFA. In the EFA with alpha extraction and promax rotation, six factors with 31 items emerged: opposing team, home team, game promotion, economic consideration, sport epitome, and schedule convenience. In the CFA with maximum likelihood estimation, five factors with 17 most pertinent items were retained, without the sport epitome factor. This five-factor model displayed good fit to the data, discriminant validity, and high reliability. The SEM revealed that home team, opposing team, and game promotion were predictive of game re-attendance behaviour.

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  • Byon, Kevin K. & Zhang, James J. & Connaughton, Daniel P., 2010. "Dimensions of general market demand associated with professional team sports: Development of a scale," Sport Management Review, Elsevier, vol. 13(2), pages 142-157, May.
    • Handle: RePEc:eee:spomar:v:13:y:2010:i:2:p:142-157
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    2. Cottingham, Michael & Carroll, Michael S. & Phillips, Dennis & Karadakis, Kostas & Gearity, Brian T. & Drane, Dan, 2014. "Development and validation of the motivation scale for disability sport consumption," Sport Management Review, Elsevier, vol. 17(1), pages 49-64.
    3. Brandon Mastromartino & Tyreal Y. Qian & Jerred J. Wang & James J. Zhang, 2020. "Developing a Fanbase in Niche Sport Markets: An Examination of NHL Fandom and Social Sustainability in the Sunbelt," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
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    6. Lera-López, Fernando & Suárez, María José, 2012. "Deporte activo y pasivo: ¿Una relación de conveniencia?/Active and Passive Sport: Is it a Marriage of Convenience?," Estudios de Economia Aplicada, Estudios de Economia Aplicada, vol. 30, pages 489-512, Agosto.
    7. Jansanem Jular & Berna Tari Kasnakoglu, 2017. "Why Do We Make Sport: The Importance of Psycho-Social Motivations in Adult Sports Participation," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(3), pages 39-49, April.
    8. Xinghua Wang & James J. Zhang & Guandong Song & Xia Wan, 2020. "Push and Pull Factors Influencing the Winter Sport Tourists in China: The Case of Leisure Skiers," SAGE Open, , vol. 10(2), pages 21582440209, June.
    9. Christopher Hautbois & Patrick Bouchet, 2015. "Segmenting the spectators of national team sports: the case of a pre-competition match," Post-Print hal-03550798, HAL.

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