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Dimensions of spectator identificati...

Williamson, Debra Primeaux.

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Dimensions of spectator identification associated with women's professional basketball game attendance.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Dimensions of spectator identification associated with women's professional basketball game attendance./
作者:	Williamson, Debra Primeaux.
面頁冊數:	142 p.
附註:	Advisers: James Zhang; Dale Pease.
Contained By:	Dissertation Abstracts International61-03A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9965211
ISBN:	059969727X

Dimensions of spectator identification associated with women's professional basketball game attendance.
Williamson, Debra Primeaux.

Dimensions of spectator identification associated with women's professional basketball game attendance. - 142 p.

Advisers: James Zhang; Dale Pease.

Thesis (Ed.D.)--University of Houston, 2000.

The purpose of this study was threefold: (a) development of the Spectator Identification Scale (SIS), (b) examination of the predictability of the SIS factors to game attendance level of WNBA games, and (c) examination of the relationship between sociodemographic variables and the SIS factors. From a review of literature and interviewing the administrators of a WNBA team, the initial SIS was formulated with 35 items. A total of 23 items were retained in the test of content validity by a panel of experts composing two university professors, one university athletic administrator, and two WNBA administrators, as well as the WNBA league. The final questionnaire contained the SIS, game attendance, ticket type, and sociodemographic variables. Using a random cluster sampling procedure, the questionnaire was distributed to spectators at five season home games of a WNBA team. A total of 2048 spectators completed the questionnaire. A factor analysis with principal component and orthogonal rotation was conducted to examine the construct validity of the SIS. Using an eigenvalue equal to or greater than 1.0 and a factor loading equal to or greater than .50 without double loading, three factors emerged with a total of 22 items retained: ‘Pride’ (9 items), ‘Reflection’ (8 items), and ‘Followship’. Internal consistency of the factors ranged from .86 to .94. Using the orthogonal factor scores, multiple regression and ANOVA analyses revealed that the SIS factors were positively (<italic> p</italic> < .05) predictive of game attendance frequency and ticket types with an average of 15% variance explanation. ANOVA and Schéffe analyses revealed that the SIS factors were significantly (<italic>p</italic> < .05) related to eight sociodemographic variables (age, gender, occupation, education, household size, household income, companion to the game, and the age of children at the game). The findings imply that unlike previous research indications, spectator identification for WNBA teams is multidimensional and is a very important marketing aspect associated with game attendance level. Further discussions are made regarding procedures to enhance spectator identification, as well as the importance of considering the sociodemographic background of spectators when formulating marketing strategies.

ISBN: 059969727XSubjects--Topical Terms:

1017573
Business Administration, Marketing.

Dimensions of spectator identification associated with women's professional basketball game attendance.
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