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. / A Dissertation submitted to the Department of Sport and Recreation Management in partial fulfillment of the requirements
for the degree of Doctor of Philosophy. / Spring Semester, 2010. / December 11, 2009. / Sports marketing, Internet marketing / Includes bibliographical references. / Jeffrey James, Professor Directing Dissertation; Leisa R. Flynn, University Representative; Andy Rudd, Committee Member; Robert Eklund, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_253814 |
| Contributors | Ahn, Taesoo (authoraut), 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) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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