Academic journal article Research Quarterly for Exercise and Sport

Gender Difference in Perceiving Web Site Effectiveness of NCAA Division I Athletics Programs

Academic journal article Research Quarterly for Exercise and Sport

Gender Difference in Perceiving Web Site Effectiveness of NCAA Division I Athletics Programs

Article excerpt

Researchers of sport marketing indicated that the internet website could serve as a useful tool to promote athletic programs, recruit potential customers, and enhance public relations (Varki, 1996). However, perception of individuals toward effective websites of sport organizations may be affected by various factors such as gender (Rust & Varki, 1996). What are the important factors affecting perceptions of fans who often access the internet of intercollegiate athletic programs? Does the perceptual difference exist between the female and male website visitors? Conducting a study to answer these questions appears essential. The purpose of this study was to determine gender difference in perceiving website effectiveness of National Collegiate Athletic Association (NCAA) Division I athletics programs. A total of 158 (men = 84, women = 74) graduate students voluntarily took part in this study and they were trained in using the predefined evaluative standards. The evaluative package includes an informed consent, demographic information, and a 4-point (1 = very ineffective, 4 = very effective) Likert-type scale containing 10 criteria (e.g., Speed, Layout, Website Design, Availability of Links) with acceptable validity and reliability (Varki, 1996). …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.