标志性赛事观众市场需求的内涵、维度构成与本土量表的研制——基于形成性指标的新视角

Conceptual Framework and Scales Development on Market Demand Variables Associated with Hallmark Sport Events: A Perspective from Formative Indicators

DOI：10.12064/ssr.2022011101

中文关键词:标志性赛事需求概念性框架量表研制形成性指标

英文关键词:hallmark sport events demand conceptual framework scales development formative indicator

基金项目:上海市浦江人才计划(2020PJC098)

作者	单位
骆雷	上海体育学院经济管理学院,上海 200438
张孟艳	上海体育学院经济管理学院,上海 200438
李汉熙	上海体育学院经济管理学院,上海 200438

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中文摘要:

采用文献回顾、验证性因子分析和结构方程建模等方法，构建标志性赛事观众市场需求的概念性框架，基于形成性指标的新视角，研制本土标志性赛事观众市场需求的初始量表(PSMD-HSE)并进行量表的信效度验证。研究发现：(1)标志性赛事观众市场需求包含7个需求因子，即赛事活动、球员质量、场地设施、赛事服务、经济因素、赛程设置、赛事推广；(2)基于概念性理论模型与验证性因子分析得到标志性赛事观众市场需求的初始量表；(3)初始量表具有良好的建构效度；(4)结构方程建模发现量表对观赛行为意向具有较好的预测效度。

英文摘要:

This paper used methods of literature review, confirmatory factor analysis and structural equation modeling, etc., to build a conceptual framework for the hallmark sport event spectator market demand, and adopted formative indicators to develop the preliminary scale of market demand associated with hallmark sport events (PSMD-HSE) and then verify the reliability and validity of the scale. Finally, several findings were proposed: (1) The conceptual framework is comprised of event activities, player quality, venue characteristics, peripheral services, economic consideration, game schedules, game promotion. (2) PSMD-HSE was developed through exploratory factor analysis and confirmatory analysis. (3) The construct validity of PSMD-HSE was identified. (4) The predictive validity was confirmed by structural equation modeling analysis.

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