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Effect of User Motives and Interactivity on Attitude Toward a Sport Website

Title: The Effect of User Motives and Interactivity on Attitude Toward a Sport Website.
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Name(s): Ahn, Taesoo, author
James, Jeffrey, professor directing dissertation
Flynn, Leisa R., university representative
Rudd, Andy, committee member
Eklund, Robert, committee member
Department of Sport Management, degree granting department
Florida State University, degree granting institution
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2010
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: 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.
Identifier: FSU_migr_etd-0125 (IID)
Submitted Note: A Dissertation submitted to the Department of Sport and Recreation Management in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Degree Awarded: Spring Semester, 2010.
Date of Defense: December 11, 2009.
Keywords: Sports marketing, Internet marketing
Bibliography Note: Includes bibliographical references.
Advisory Committee: Jeffrey James, Professor Directing Dissertation; Leisa R. Flynn, University Representative; Andy Rudd, Committee Member; Robert Eklund, Committee Member.
Subject(s): Sports sciences
Persistent Link to This Record: http://purl.flvc.org/fsu/fd/FSU_migr_etd-0125
Owner Institution: FSU

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Ahn, T. (2010). The Effect of User Motives and Interactivity on Attitude Toward a Sport Website. Retrieved from http://purl.flvc.org/fsu/fd/FSU_migr_etd-0125