スポーツ観戦における感動場面尺度

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1 Heart-Capturing (Kandoh) Scene in Sports Abstract Japanese special expression Kandoh refers to a positive emotional state which is deeply impressed by certain things that move the heart. Kandoh is often well-used, specifically for explaining the impressive experience of watching sports. Harada (2008) pointed out the importance of Kandoh experiences in terms of the management of sports teams. Despite the increased importance, no empirical research on this topic has been conducted in the field of sport management. The purposes of this study are to (1) develop a scale for measuring specific of scenes that capture sports spectators emotional Kandoh experiences, (2) investigate gender differences with respect to Kandoh scenes, and examine what impact Kandoh scenes have on spectators intentions to attend future games. The results indicate that the construct of Kandoh experience consists of, an eight dimensions, gender differences exist, and some Kandoh scenes have significant effects on customer satisfaction and attendance intentions. Key words: kandoh scenes, positive affect, gender difference, satisfaction, attendance intentions Address Corresponding to: Daichi Oshimi, Graduate School of Sport Science, Waseda University, R , Higashi-Fushimi, Nishitokyo-City, Tokyo, , Japan daichi39@asagi.waseda.jp

2 Brooks mood Sloan 1989 Wann et al Madrigal 1995 Madrigal Kao et al Kuenzel and Yassim 2007 joy 2008 Bagozzi et al., 1999; Dawson et al., 1990; Oliver et al., 1997; Richins, Bagozzi et al Bagozzi et al. 1999

3 2005 p Hevner, Oliver et al Rust and Oliver 2000 customer delight delightcustomer satisfaction Rust and Oliver, 2000 hedonic needs Chitturi et al., Soderlund and Rosengren

4 2001 p.361 Madrigal, Soderlund and Rosensen, Westbrook

5 bj bj SC

6 FC FC vs. Item-Total 2002 Average Variance Extracted AVE

7 共鳴 一体感場面スタジアムライブ観戦場面ドラマ的展開場面卓越したプレー場面劣勢からの活躍場面懸命な姿場面ヒューマニティ場面付加的要素場面 共鳴 1 共鳴 2 共鳴 3 共鳴 4 共鳴 5 スタジ1 スタジ2 スタジ3 ドラマ1 ドラマ2 ドラマ3 プレー 1 プレー 2 プレー 3 劣性 1 劣性 2 劣性 3 懸命 1 懸命 2 懸命 3 ヒュー 1 ヒュー 2 ヒュー 3 ヒュー 4 付加 1 付加 2 付加 3 付加 4 AVE SPSS SPSS 11.0 for Windows Amos 5.0 Fornell and Larcker 1981 χ 2 /df=2.579 GFI=.869 AGFI=.835 CFI=.923 RMSEA=.065 GFI AGFI.900Hair et al., 2005 χ 2 df CFI RMSEA Hair et al., 2005 AVE AVE Fornell and Larcher, 1981 AVE Fornell and Larcker, 1981 AVE Cronbach α

8 α AVE

9 2004 FC vs. χ 2 /df=4.434 GFI=.867 AGFI=.831 CFI=.901 RMSEA=.072 GFI AGFI χ 2 /df CFI RMSEA Cronbach α 2004 MANOVA MANOVA Wilks s λ=.881 F(8, 653)= p < n = 662 n = 362 n = 662 n = 300

10 SD SD t t(660)=6.00 p<.001 t(660)=3.08 p<.05 t(660)=6.67 p<.001t(660)=4.67 p<.001 t(660)=6.50 p<.001 FC vs. FC FC Madrigal 1995 Madrigal 1995 Oliver AVE Ajzen and Driver 1992

11 FC Sloan 1989 Matsuoka et al., 2003 FC χ 2 /df=2.115 GFI=.880 AGFI=.836 CFI=.946 RMSE=.073 GFI AGFI χ 2 /df CFI RMSEA χ 2 /df=2.535 GFI=.818 AGFI=.751 CFI=.881 RMSEA=.099 χ 2 /df GFI AGFI CFI RMSEA FC FC FC FC FC χ 2 /df GFI AGFI CFI RMSEA FC

12 AVE

13 Robinson and Trail 2005 Point of Attachment physical skill Kuenzel and Yassim 2007 Chitturi et al., 2008

14 VIF Variance Inflation Factors FC FC

15 COE Ajzen, I., and Driver, B. L. (1992) Application of the theory of planned behavior to leisure Choice. Journal of Leisure Research, 24: pp Bagozzi, R. P., Gopinath, M., and Nyer, P. U. (1999) The role of emotions in marketing. Journal of the Academy of Marketing Science, 27: Brooks, C. M. (1994) Sports marketing competitive business strategies for sports. Prentice-Hall: NJ, USA, pp Chitturi, R., Raghunathan, R., and Mahajan, V. (2008) Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72: Dawson, S., Bloch, P. H., and Ridgway, N. M. (1990) Shopping motives, emotional states, and retail outcomes. Journal of Retailing, 66: Fornell, C., and Larcker, D. F.(1981) Evaluating structural models with unobservable variables and measurement error. Journal of Marketing Research, 18: Leisure and Recreation Hair, J. F., Black, W., Babin, B., Anderson, R. E., and Tatham, R. L. (2005) Multivariate data analysis (5th ed.). Upper Saddle River, Prentice-Hall: NJ, USA Hevener, K. (1936) Experimental studies of the elements of expression in music. American. Journal of Psychology, 48: Kao, Y. F., Huang, L. S., and Yang, M. H. (2007) Effects

16 of experiential elements on experiential satisfaction and loyalty intentions: A case study of the super basketball league in Taiwan. International Journal Revenue Management, 1: Kuenzel, S., and Yassim, M. (2007) The effect of joy on the behavior of cricket spectators: The mediating role of satisfaction. Managing Leisure, 12: Madrigal, R. (1995) Cognitive and affective determinants of fan satisfaction with sporting event attendance. Journal of Leisure Research, 27: Matsuoka, H., Chelladurai, P., and Harada, M. (2003) Direct and interaction effects of team identification and satisfaction on intention to attend games. Sport Marketing Quarterly, 12: FIFA TM Dan Mahony Oliver, R. L. (1980) A cognitive model of the antecedents and consequence of satisfaction decisions. Journal of Marketing Research, 17: Oliver, R.L., Rust, R.T., and Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73: WJBL SPSS AMOS 2005 Richins, M. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24: Robinson, M. J., and Trail, G. T. (2005) Relationships among spectator gender, motives, points of attachment and sport preference. Journal of Sport Management, 19: Rust, R. T., and Oliver, R. L. (2000). Should we delight the customer? Journal of the Academy of Marketing Science, 28: MAXqda Sloan, L. R. (1989) The motives of sports fans. In Goldstein, J. H. (Ed.) Sports, Games, and play (2nd ed.). Hillsdale: NJ, USA, pp Soderlund, M., and Rosengren, S. (2004) Dismantling positive effect and its effects on customer satisfaction: An empirical examination of customer joy in a service encounter. Journal of Consumer Satisfaction, 17: Amos Wann, D. L., McGeorge, K. K., Dolan, T. J. and Allison, J. A (1994) Relationships between spectator identification and spectators emotions, and competition outcome. Journal of Sport and Exercise Psychology. 16: Westbrook, R. A. (1987) Product/consumption-based affective responses and post purchase processes. Journal of Marketing Research, 14:

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