Academic journal article Research Quarterly for Exercise and Sport

Dimensions of Market Demand Variables Associated with Professional Sport Game Consumption: A Confirmatory Factor Analysis. (Measurement)

Academic journal article Research Quarterly for Exercise and Sport

Dimensions of Market Demand Variables Associated with Professional Sport Game Consumption: A Confirmatory Factor Analysis. (Measurement)

Article excerpt

Market demand variables for professional sport games are core product features to satisfy the needs and expectations of sport consumers. Contemporary theories derived from empirical investigations indicate that market demand variables fall into three general dimensions: contest attractiveness, game promotion, and economic appeal. However, three weaknesses are recognized with previous research findings that led to the theory formulation: (a) professional football, basketball, and baseball were the main focus in previous studies, (b) game attendants were usually the research participants, limiting the applicability of the findings to those who were already in attendance, and (c) exploratory factor analysis was usually the main analytical procedure. The purpose of this study was to examine the general dimensions of market demand variables associated with professional sport game consumption through a confirmatory factor analysis. Conducting a review of literature and test of content validity, a total of 12 common market demand variables under the three theoretical dimensions (i.e., contest attractiveness, game promotion, and economic appeal) were identified and phrased into Likert 5-scale statements. Following a standard protocol, a survey was conducted in a major southern city through interviewing consumers at shopping malls, food courts, restaurants, and sport arenas, as well as through conducting telephone interviews with people selected from the local telephone directory. …

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