スポーツ観戦における経験価値尺度開発およびJリーグ観戦者の分類

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いつやむらかわ
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1 The Scale Development for Experiential Value Scale for Sport Consumption (EVSSC) and Fan Segmentation in J-League Team Abstract This research develops the Experiential Value Scale for Sport Consumption (EVSSC). Drawing from the literature on experiential research, a second-order factor model of experiential value was developed. The items were mainly adopted from the Experiential Value Scale (EVS) by Mathwick, Malhotra, and Rigdon (2001). The original items were generated from in-depth interviews with professional football spectators, in addition to the review of previous research. The reliability and validity of the proposed measures were assessed by Cronbach s alpha coefficients and a confirmatory factor analysis. The results provided fair support for the EVSSC. Confirming an acceptable model fit to the data, hierarchical and non-hierarchical cluster analyses were conducted by using eleven factors in the EVSSC. Four clusters emerged and were interpreted as Experiential Valued Spectators, Non- Experiential Valued Spectators, Intrinsic Valued Spectators, and CROI Valued Spectators. Although the results showed the modification on the EVSSC constructs, the findings and recommendations for future research provide numerous opportunities for advancing our understanding of experiential value marketing. Key words: experiential marketing, sport spectators, cluster analysis Address Corresponding to: Rei Saito, Graduate School of Sport Sciences, Waseda University, , Higashi-Fushimi, Nishi-Tokyo, Tokyo , Japan rai.saito@ruri.waseda.jp

2 2008 profound experience 2003 consumption experience customer value Holbrook and Hirschman1982 Holbrook, 1994 Mathwick et al.2001, 2002 experiential value Vargo and Lusch2004 customer experience Grewel et at., 2009; Verhoef et al., 2009; Puccinelli et al., 2009

3 2001 intrinsic value extrinsic value hedonic valueutilitarian value Babin and Darden, 1995; Batra and Ahtola, 1991 active valuereactive value Holbrook1994Mathwick et al.2001 aesthetics playfulnessservice excellence customer return on investment 内発的遊び審美性価値外発的価値投資効果サービスエクセレンス能動的価値受動的価値 (Mathwick et al., 2001) Mathwick et al.2001 Grewel et al., 2009 customer experience management Verhoef et al., 2009; Puccinelli et al., 2009 Chirruei et al., 2008 Deighton and Grayson, 1995

4 e1 e2 e3 e4 e5 e6 e7 e8 e9 e10 e11 e14 e15 e16 e17 e18 e19 Y1 Y2 Y3 Y4 Y5 Y6 Y7 Y8 Y9 Y10 Y11 Y12 Y13 Y14 Y15 Y16 Y17 演出エンタテイメント逃避内なる楽しみ効率性経済的価値 Novak et al., 2003 Mathwick and Rigdon, 2004 e12 e13 X1 X2 審美性遊びサービスエクセレンス投資効果 Mathwick et al.2001 Saito et al., Mullin et al., 2007 Bennet et al., 2003; Trail et al.,

5 Points of Attachment Wedel and Kamakura2000 Bolton and Drew1991 p.380dabholkar et al.1996 p.9 Brady and Cronin2001 p.41 Mathwick et al.2001experiential value scaleevs experiential value scale for sport consumptionevssc EVSSC EVSSC Mathwick et al.2001 EVS aesthetic playfulnessservice excellence customer return on investment Maxqda

6 Deighton and Grayton, 1995; Mano and Oliver, 1993 visual appeal entertainment Deighton and Grayton, 1995 player Trail and James 2001 Motivation Scale for Sport Consumption MSSC Physical Skill atmosphere Uhrich and Benkenstein2008 escapism intrinsic enjoyment playfulness flow flow arousal empathy Mano and Oliver1993 SCM: James and Ross, EVSSC

7 Holbrook and Corfman, 1985; Holbrook, 1994Oliver1999 Zeithaml1988 Mathwick et al.2001 Holbrook, 1994; Zeithaml, 1988 Thaler, 1985; Grewal et al., 1996; Yadov and Monroe, 1993 efficiencyeconomic value CFI GFI AGFI RMSEA SPSS ver.11.5 Amos 5.0

8 Division 1 S SSSB EVSSC EVSSC AVEaverage variance extracted Cronbach α CR composite reliability e e e 演出 e 審美性.67 e e6 選手 e e e9 雰囲気 e フロー e e12 逃避 e e 内なる楽しみ e e サービス.86 e17 17 覚醒.65 エクセレンス.37 CFI GFI e e e19 19 e 共感 AGFI e e e24 24 効率性.85 acceptable.85 e25 投資効果 χ / df = e fit Hair et al.2006 CFI=.870 e 経済的価値 e GFI=.859 e29 29 AGFI=.831 RMSEA=.071 RMSEA n = 863

9 Hair et al.2006 AVE Fornell and Larcker, 1981 AVE Cronbach α Nunnally, 1978 Bagozzi and Yi, 1988 EVSSC α

10 SPSS ver.11.5 EVSSC EVSSC EVSSC chain effectward 2007

11 クラスタークラスター 2 クラスター 3 クラスター 4 審美性フローサービスエクセレンス投資効果

12 Mathwick et al.2001 EVS EVSSC EVSSC AVE AVE Rust et al., 2004; Vogel et al., 2008 EVSSC

13 Hair et al., EVSSC EVSSC Mathwick et al.2001 EVS Hair et al., 2006

14 EVSSC 2007 Babin, B. and Darden, W.B. (1995) Consumer selfregulation in a retail environment. Journal of Retailing. 71(1): Bagozzi, R.P., and Yi, Y. (1988) On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (Spring): Batra, R., and Ahtola, O.T. (1991) Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2 (April): Bennet, G., Henson, R., and Zhang, J. (2003) Generation Y s perceptions of the action sports industry segment. Journal of Sport Management, 17: Bolton, R.N., and Drew, J.H. (1991) A multistage model of customer s assessments of service quality and value. Journal of Consumer Research, 17(4): Brady, M.K., and Cronin, J.J. (2001) Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3): Chitturi, R., Raghunathan, R., and Mahajan, V. (2008) Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, Vol.72 (May): Dabholkar, P.A., Thorpe, D. I., and Rentz, J.O. (1996) A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1): Deighton, J., and Grayson, K. (1995) Marketing and seduction: Building relationships by managing social consensus. Journal of Consumer Research, 21 (March): Fornell, C., and Larcker, D. (1981) Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): Grewal, D., Levy, M., and Kumar, V. (2009) Customer experience management in retailing: An organizing framework. Journal of Retailing, 85(1): Hair, J.F., Black, W., Babin, B., Anderson, R.E., and Tatham, R.L. (2006) Multivariate data analysis (6th ed.). Upper Saddle River, Prentice Hall: New Jersey Holbrook, M.B., and Corfman, K.P. (1985) Quality and value in the consumption experience: Phaedrus rides again. In: Jacoby, J., and Olson, J. C. (Eds.) Perceived quality: How consumers view stores and merchandise, Lexington Books: Massachusetts, pp Holbrook, M.B., and Hirschman, E. (1982) The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9: Holbrook, M.B. (1994) The nature of customer value: An axiology of services in the consumption experience. In: Rust, R. T., and Oliver, R. L. (Eds.) Service quality: New directions in theory and practice. Sage: California, pp James, J. D., and Ross, S. D. (2004) Comparing sport consumer motivations across multiple sports. Sport Marketing Quarterly, 13:

15 Mano, H., and Oliver, R.L. (1993) Assessing the dimensionality and structure of the consumption experience: Evauation, feeling, and satisfaction. Journal of Consumer Research, 20: Mathwick, C., Malhotra, N., and Rigdon, E. (2001) Experiential value: Conceptualization, measurement, and application in the catalog and internet shopping environment. Journal of Retailing, 77(1): Mathwick, C., Malhotra, N.K., and Rigdon, E. (2002). The effect of dynamic retail experiences on experiential perceptions of value: An internet and catalog comparison. Journal of Retailing, 78: Mathwick, C., and Rigdon, E. (2004) Play, flow, and the online search experience. Journal of Consumer Research, 31: Mullin, B.J., Hardy, S., and Sutton, W.A. (2007) Sport marketing. Human Kinetics: Illinois. 2007SPSS Novak, T.P., Hoffman, D.L., and Duhachek, A. (2003) The influence of goal-directed and experiential activities on online flow experiences. Journal of Consumer Psychology, 13(1-2): Nunnally, J. C. (1978) Psychometric Theory (2nd ed.). McGraw Hill: New York Point of Attachment Puccinelli, N. M., Goodstein, R.C., Grewal, D., Price, R., Raghubir, P., and Stewart, D. (2009) Customer experience management in retailing: Understanding the buying process. Journal of Retailing, 85(1): Rust, R.T., Lemon, K.H., and Zeithaml, V.A. (2004) Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1): Saito, R., Harada, M., and Hirose, M. (2008) Experiential value for professional football spectators in Japan: Focusing on cluster analysis by aesthetics, playfulness, service excellence and customer ROI. Book of abstracts of 16th EASM Conference: MAXqda pp Trail, G.T., and James, J.D. (2001) The motivation scale for sport consumption: Assessment of the scale s psychometric properties. Journal of Sport Behaviour, 24: Trail, G., Anderson, D., and Fink, J. (2002) Examination of gender differences in importance of and satisfaction with venue factors at intercollegiate basketball games. International Sport Journal, 6(winter): Uhrich, S., and Benkenstein, M. (2008). The construct of sport stadium atmosphere-development and validation of a MIMIC measurement model. Book of abstracts of 16th EASM Conference: Vargo, S.L., and Lusch, R.F. (2004) Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1): Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., and Schlesinger, L.A. (2009) Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1): Vogel, V., Evanschitzky, H., and Ramaseshan, B. (2008) Customer equity drivers and future sales. Journal of Marketing, 72(6): Wedel, M., and Kamakura, W.A.(2000). Market segmentation: Conceptual and methodological f o u n d a t i o n s. K l u w e r A c a d e m i c P u b l i s h e r s : Massachusetts. Zeithaml, V.A. (1988) Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July): 2-22.

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