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The effect of user motives and inter...

Ahn, Taesoo.

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The effect of user motives and interactivity on attitude toward a sport website.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	The effect of user motives and interactivity on attitude toward a sport website./
作者:	Ahn, Taesoo.
面頁冊數:	182 p.
附註:	Source: Dissertation Abstracts International, Volume: 71-08, Section: A, page: 2964.
Contained By:	Dissertation Abstracts International71-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3415206
ISBN:	9781124098661

The effect of user motives and interactivity on attitude toward a sport website.
Ahn, Taesoo.

The effect of user motives and interactivity on attitude toward a sport website. - 182 p.

Source: Dissertation Abstracts International, Volume: 71-08, Section: A, page: 2964.

Thesis (Ph.D.)--The Florida State University, 2010.

Sport websites have become an important communication tools for companies and business, such as sport organizations, to deliver information, connect with sport consumers, generate profits, and much more. It is important for sport marketers to understand why and how consumers use sport websites. Based on uses and gratifications theory, a conceptual model of attitude toward the sport website including antecedents (user motives and interactivity) and consequence (revisit intention) was proposed. A pilot study (n = 106) was completed in order to test the scales that would be used in the test of the proposed model. A main study was completed (N = 530) in two stages. The total sample was split and a calibration sample (n1 = 265) was used to test the measurement model. A validation sample (n2 = 265) was used to cross-validate the measurement model from the pilot study, and test the proposed structural model. The results indicate that user motives and interactivity are significant predictors of attitude toward the sport website, which consequently influence intention to revisit a sport website.

ISBN: 9781124098661Subjects--Topical Terms:

1017573
Business Administration, Marketing.

The effect of user motives and interactivity on attitude toward a sport website.
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