(Gladden & Funk, 2001) 90 NPO (Bauer, Stokburger, & Exler, 2008) J (Mullin, Hardy, & Sutton, 2007) (Bauer, Sauer, & Schmitt, 2005; Robinson & Miller,

Transcription

1 customer experience experiential value, 2005 (Grewal, Levy, & Kumar, 2009) IT (Grewal et al. 2009) (2005) - 1 -

2 (Gladden & Funk, 2001) 90 NPO (Bauer, Stokburger, & Exler, 2008) J (Mullin, Hardy, & Sutton, 2007) (Bauer, Sauer, & Schmitt, 2005; Robinson & Miller, 2003) (EVSSC) EVSSC - 2 -

3 J J (2008) J - 3 -

4 (profound experience) 1 Gladden & Funk (1999) - 4 -

5

6

7 , (2008) (2008) (emotional buying motive) (rational buying motive)(1924) Copeland 1969 =(S-O-R ) Howard & Sheth 2008 Kotler

8 1980 (consumption experience), Holbrook ( Holbrook & Hirschman, 1982; Hirschman & Holbrook, 1982) Holbrook(1994) Holbrook 2000 Pine & Gilmore (1998)(experience economy) Schmitt(1997, 1999, 2003) (experiential marketing) - 8 -

9 Holbrook(2000)Pine & Gilmore(1998) (Wolf, 1999) (Gabler, 1998) Holbrook (Holbrook, 2000; 2001a; 2001b; 2006; 2007a; 2007b; 2007c) (2009) - 9 -

10 (experiential value) 80 Holbrook Hirschman Aaker(1991) Keller(1993) (Grewel et al. 2009)(customer experience management)(verhoef et al., 2009; Puccinelli et al., 2009) (brand experience)

11 (Brakus, Schmitt & Zarantonello, 2009) Gronroos(1994) Gummesson(1998) Vargo & Lusch 2004 (customer experience)(grewel et al., 2009; Verhoef et al., 2009; Puccinelli et al., 2009) Merz(2009)

12 Berry(2000) (company s presented brand) (external brand communications)(customer experience with the company) 250 (Brady & Cronin, 2001) Holbrook(1994) Mathwick, Malhotra, & Rigdon (2001) (Experiential Value Scale EVS)90 IT Mathwick et al. (2001) (Wells, Fuerst, & Palmer, 2005) (Eroglu, Machleit, & Davis, 2003; Chen & Dubinsky, 2003; Janda Trocchia, &

13 Gwinner. 2002; Lavie & Tractinsky, 2004; Chang, Cheung, & Lai., 2005; Brown & Dant, 2009) (Deighton & Grayson, 1995) (Novak, Hoffman, & Duhachek.,2003) (Mathwick & Rigdon,2004)

14 Holbrook (1994) (value-added), 1993;, 2006 () (present value), 1993;,

15 Holbrook(1994) (value)(preference) (interaction) 3 (comparative)(personal) (situational) Holbrook(1994)(customer value)(extrinsic / intrinsic) (self-oriented / other-oriented)(active / reactive) Holbrook(1994) (Holbrook & Hirschman, 1982) Holbrook

16 selforiented intrinsic extrinsic play, fun efficiency, convenience esthetics, beauty excellence, quality otheroriented intrinsic extrinsic morality, virtue politics, success spirituality, ecstacy esteem, reputation active Holbrook (1994) reactive (hedonic) (utilitarian)copeland(1924) (Babin et al., 1994) (utilitarian value) (hedonic value) 2008Holbrook (utility)

17 Babin & Darden (1995)Batra & Ahtola (1991) (2007) Mathwick et al.(2001)holbrook (1994) (self-oriented) (Aesthetics) (Playfulness) (Service Excellence)(Customer Return on Investment) (experiential value) Holbrook

18 intrinsic play aesthetics extrinsic customer return on investment service excellence active reactive (Mathwick et al. 2001),

19 (2005) Kao Huang, & Yang (2007) (2004), 2008, 2008 Mathwick (2001) (Saito, Harada & Hirose, 2008; Harada, Saito & Hirose, 2009) Yoshida & James (2009)Brady & Cronin (2001) (aesthetic quality)

20 2003 (2008) (Wedel & Kamakura, 2000) (Mullin et al., 2007) (Arnold & Reynolds, 2003) (1999)

21 (2003) 1999 (Bennet et.al., 2003; Trail et al., 2002), 2008 Points of Attachment, 2008 (2001) J

22 (identifiability)(accessibility) (substantiality) (responsiveness)(wedel & Kamakura, 2000) Aaker(1991) Keller(1993) Gladden, Milne, & Sutton (1998) Gladden (Gladden, Milne, & Sutton, 1998; Gladden & Milne, 1999; Gladden & Funk, 2001,2002)Ross (Ross, 2006; Ross,

23 James, & Vargas, 2006; Ross, Ross, 2007; Bang, & Lee,2007; Ross, Russell, & Bang, 2008) 2 Gladden Aaker(1991) Keller(1993) Ross Berry(2000) (brand association)gladden & Funk (2002) Ross et al. (2006) Aaker(1991) Keller(1993) Berry(2000) Gladden & Funk Bauer et al. (2005, 2008) Gladden & Funk (2002) Keller (1993) Team Association Model (TAM)

24 Ross (2006) Berry Aaker (1991) Keller (1993) brand equity brand awareness brand associations brand knowledge brand awareness brand recall brand recognition non-product related brand loyalty brand quality Berry (2000) company s presented brand external brand communications customer experience with company brand awareness brand meaning brand image brand equity Ross et al.(2006; 2008) Spectator-based brand equity brand awareness brand association identification Internalization commitment concessions history logo organization attribute rivalry nonplayer personnel stadium socialization success team characteristics types of brand association favorability of brand association strength of brand association uniqueness of brand association brand attributes brand benefit brand attitudes product delivery star player logo design management head coach tradition success stadium/arena identification nostalgia pride in place escape peer group acceptance importance knowledge affect product related functional experiential symbolic Gladden and Funk (2002) brand attributes brand benefit brand attitudes (2000) Team Brand Association Scale(TBAS) (Ross et al., 2006)Gladden et al. (2002)

25 Gladden & Funk (2002)(logo design) (stadium) (star player) (escape) (product delivery) (affect) (success) Ross et al. (2006) (brand mark)(stadium) (team play characteristics)(rivalty) (characteristics of sport) (success) (concessions)(consumption experience) Mathwick et al. (2001) Mathwick et al. (2001)

26 (Experiential Value Scale for Sport Consumption : EVSSC) 1 EVSSC

27 Churchill(1979)(2006) Arnold & Reynolds (2003) Mathwick et al. (2001) (EVSSC) 80,

28 F (Hair et al., 2006, p.771)(translation validity) (criterion related validity)(content validity) (convergent validity) (discriminant validity)

29 Hair et al. (2006)AVE (average variance extracted)cr (construct reliability) Cronbach (Nunnally, 1978)

30 Mathwick et al. (2001) (EVS) (Aesthetic) (Playfulness) (Service Excellence) (Customer Return on Investment) (Calder, 1977) Mathwick et al. (2001) J Division 2 F vs F

31 50 20 (2004) (2004)

32 (, 2004) Maxqda

33 F J J Division 2 F vs. 48,

34 - 34 -

35 18 17: : Mathwick et al. (2001)(Experiential Value Scale EVS) EVS

36 Y1 Y2 Y3 Y4 Y5 Y6 Y7 Y8 Y9 1,1 2,1 3,2 4,2 Y10 Y11 X1 X2 Y12 Y13 Y14 Y15 Y16 Y17 5,3 6,3 Mathwick et al. (2001) (EVS) 569( 71.7%) AVE(average variance extracted) Cronbach CR(construct reliability)

37 2 2 ( /df=3.54)hair et al. (2006) , 2007 CFI=.937 IFI=.937 TLI=.923 GFI=.920 AGFI= (acceptable fit) Hair et al. (2006)AGFI RMSEA(.067) Hair et al.(2006).50 Hair et al. (2006) 2 7 Y10 Y17 AVE.50 (Hair et al., 2006) (.24) 2 AVE (Hair et al., 2006) 2 (.90) AVE(.66) AVE(.65) Cronbach (.28).Nunnally (1978)

38 Y10 F CR.70 (Hair et al., 2006) 2 EVS (.95) EVS (Selltiz et al., 1976)

39 - 39 -

40 Mathwick et al. (2001)Holbrook (1994) (aesthetics (playfulness) (service excellence) (customer return on investment) Holbrook & Hirschman (1982) Holbrook (1994)Mathwick et al. (2001)

41 Mathwick et al. (2001) () (visual appeal) (entertainment) (aesthetic experience) (Deighton & Grayton, 1995; Mano & Oliver, 1993) (.95) 1.0 aesthetics

42 visual appeal, player s performance, atmosphere visual appeal (Holbrook, 1994) (Schmid, 1998) (Mathwick et al., 2001),1999 Mathwick et al. (2001) visual appeal

43 (Sloan, 1989; Robinson & Trail, 2005) (2001) (p.103-p.104) player s performance

44 (2001) p (Wakefield & Blodgett, 1996; Uhrich & Benkenstein, 2008; Kuenzel & Yassim, 2007) atmosphere Mathwick et al. (2001)(playfulness) (escapism - 3 )(intrinsic enjoyment - 2 ) 2 (arousal)(empathy)

45 (flow)(2008) playfulness flow escapism, intrinsic enjoyment, arousal, empathy 4 2,

46 1999(, 1973) escapism (Babin, Darden & Griffin, 1994) 2001 intrinsic enjoyment,2008 arousal

47 Mano & Oliver(1993) (2008) empathy (SCM; James & Ross, 2004) empathy empathy 2003 empathy

48 (Holbrook & Corfman, 1985; Holbrook, 1994) Oliver (1999) Zeithaml (1988) 2 service excellence Mathwick et al. (2001) (Thaler, 1985; Grewal, Monroe & Krishnan, 1996; Yadov & Monroe, 1993) (Holbrook, 1994; Zeithaml, 1988) customer return on investment

49 efficiency economic value efficiency economic value

50 Mathwick et al. (2002) 1 4 (player - )Trail & James (2001) Motivation Scale for Sport Consumption(MSSC) Physical Skill 3 (atmosphere - ) Uhrich & Benkenstein (2008) (arousal - 2 ) (empathy )

51 (SCM; James & Ross, 2004) (3 )(2 ) (2003) F F

52 - 52-1,1 2,1 3,1 4,2 5,2 6,2 7,2 8,3 9,3 EVSSC Y18 Y19 Y20 Y21 Y22 Y17 Y12 Y13 Y14 Y15 Y16 Y7 Y8 Y9 Y10 Y11 Y5 Y2 Y3 Y4 Y1 X1 X2 Y23 Y24 Y25 Y26 Y27 Y6

53 - 53 -

54 (.70)(.75) 3, 1999 Ross et al., 2006; Gladden & Funk, 2002 (Gladden & Funk, 2002), 1999;, 2008 Kuenzel & Yassim(2008) Auditory

55 4 (, 1999) 1 1 Zeithaml (1998) (p.14) (access convenience) Seiders, Voss, Grewal, & Godfrey (2005)

56 - 56-1,1 2,1 3,1 4,2 5,2 6,2 7,2 8,3 9,3 Y17 Y18 Y19 Y20 Y21 Y16 Y1 Y12 Y13 Y14 Y15 Y6 Y7 Y8 Y9 Y10 Y5 Y2 Y3 Y4 Y1 X1 X2 Y22 Y23 Y24 Y25 Y26 X3 EVSSC

57 - 57 -

58 (2003 ) (CFI= , GFI= , AGFI= , RMSEA= )

59 J SPSS ver.11.5 Amos

60

61 1 2 J ( 98.1%) 605 (62.8%) 358 (37.2%) 2008 J ( 63.7% 36.3%)

62 ( 97.0%) 265 (54.6%) 220 (45.4%)2008 J ( 50.2% 49.8%)

63 1 963 ( 98.1%) J ( 95.8%) J 42.3 EVSSC EVSSC 1 AVE(average variance extracted) Cronbach CR(construct reliability) 2 2 ( /df=5.34)hair et al. 2 (2006)( /df<3.0) (2007)

64 1 CFI=.870 IFI=.870 TLI=.854 CFI=.859 AGFI= (acceptable fit) Hair et al. (2006) RMSEA(.071) Hair et al.(2006), Y2(.45) Hair et al.(2006).50 AVE.50 (Hair et al., 2006) (.45) AVE (.50) AVE(.45) (.56) AVE(.55)

65 Cronbach (.66) (.68).70 (Nunnally, 1978) CR.70 (Hair et al., 2006) EVSSC

66 - 66 -

67 10 44 (2005) ( 2002) ( /df=2.76)cfi=.924 IFI=.924 TLI=.914 RMSEA=.064 GFI=.852 AGFI=.822 (2005) Hu & Bentler(1998) GFI AGFI CFI IFI TLI RMSEA Hair et al.(2006) (.50) AVE.50 (Hair et al., 2006)

68 (.45) AVE AVE 2 (.59) (.53) (.51) (.46) AVE(.45) AVE Cronbach.70 (Nunnally, 1978) CR.70 (Hair et al., 2006) 2 x

69 - 69 -

70 - 70 -

71 EVSSC Cronbach CR AVE Mathwick et al. (2001) (EVS) (EVSSC) EVSSC (Ding, Velicer, & Harlow, 1995)

72 , Y2(.45) Hair et al.(2006).50 AVE AVE Cronbach CR Mathwick et al. (2001) EVSSC Mathwick et al.(2001) EVS

73 (.70) (.71) (.71) (.75) (.61) (Rust, Lemon & Zeithaml, 2004; Vogel, Evanschitzky & Ramaseshan, 2008)

74 Gladden & Funk (2002) TAM Ross et al. (2006) TBAS EVSSC EVSSC CFI IFI TLI RMSEA AVE AVE Cronbach CR

75 (EVSSC) F EVSSC

76 - 76 -

77 (EVSSC) EVSSC 1 2 EVSSC (Hair et al., 2006) EVSSC Z (Chain Effect) Ward

78 k (n=384) SPSS ver %(n=95) 57.4% 42.6% (4.46) (4.68) (3.35) (3.84)

79 EVSSC x 2 n. s

80 27.9%(n=241) % 36.7% (5.28) (5.12) (4.87) (5.60) 20.5%(n=177) % 41.2% (5.61)(5.97) (4.54) (4.55)

81 40.6%(n=350) 66.1% 33.9% 36.0 (6.16)(6.23) (5.89) (6.18) %(n=43) 60.2% 39.5%

82 2 (4.63)(4.39) (4.34) (3.79) 12.6%(n=54) % 47.3% (5.53) (5.83) (3.50) (4.14)

83 EVSSC x n. s

84 28.4%(n=122) % 42.6% (5.87)(6.02) (5.03) (4.92) 49.0%(n=211) 51.2% 48.8% 42.4 (6.52)(6.54) (6.19) (6.19)

85 EVSSC k (40.6%)(27.9%) (20.5%) (11.0%) (5.61) (5.70) (5.05) (5.42) k (49.0%)

86 % 10.0% 12.6% 40.6% 27.9% 49.1% 20.5% 28.4% (28.4%) (12.6%) (10.0%)(6.02) (6.02) (5.34) (5.33) 4 3 EVSSC

87 (Hair et al., 2006)

88 J EVSSC 10 EVSSC 4 (EVSSC) F Mathwick et al. (2001) 7 19 Mathwick et al. (2001)

89 EVSSC (EVSSC) k (40.6%) (27.9%)

90 (20.5%)(11.0%) k (49.0%) (28.4%) (12.6%) (10.0%) EVSSC

91 Mathwick et al. (2001) (EVS) (Hair et al., 2006)

92 EVSSC J J EVSSC

93 Yoshida(2009) Merz(2009)Merz(2009)

94 - 94 -

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