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2 2015 3
3 ( 1) ( 2)
4
5 CD 1/ CD [1] CD [1][2] [3] [4] [5] 3
6 1.2 4
7 2 2.1 [6] Mathwick [3] Mathwick [3] (Aesthetics) (Playfulness) (Service Excellence) (Customer ROI) 2.1 (Aesthetics) (Visual Appeal) (Entertainment) (Playfulness) (Escapism) (Intrinsic Enjoyment) (Service Excellence) (Customer ROI) (Efficiency) (Economic Value) 5
8 2.1: Mathwick [3] 6
9 2.2 [4] Mathwick 2.2 Mathwick Playfulness( )
10 2.2: [4] [7] [4] 8
11 2.4 [5] 9
12 : 10
13 4 ( 1) [4] (experiential value scale for sports consumption EVSSC) EVSSC EVSSC 11
14 [8] EVSSC EVSSC EVSSC EVSSC EVSSC EVSSC EVSSC
15 4.1: MC MC,
16 WEB 2 WEB WEB WEB WEB 148 IBM (SPSS Statistics 21 SPSS AMOS 22) AVE(average variance extracted) 14
17 AVE Cronbach AMOS [9] 2 [10] AMOS 2 2 /df GFI AGFI CFI RMSEA SPSS Statistics 21 Promax [13] (p= ) 2 /df=1.076 GFI=
18 4.1: 16
19 AGFI=.873 CFI=.990 RMSEA=.023 AGFI(.90) 2 /df( 3.00) GFI(.90) CFI(.90) RMSEA(.05) [9][10] : 2 /df GFI AGFI CFI RMSEA AVE.50 [12] 4.3 (.46) (.45) AVE AVE Cronbach 4.3 (.50)[11] [4] 17
20 4.3: 4.4: AVE 18
21 19
22 5 ( 2) 5.1 SPSS 4 4 Z Ward
23 5.1: 5.1: 21
24 (n=45) (n=54) (n=20)
25 (n=29)
26 24
27 [4]
28 26
29 2 27
30 [1], , 241p. [2] , 54p. [3] Charla Mathwick; Naresh Malhotra; Edward Ringdon. Experiential value:conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing. 2001, vol. 77, p [4]. EVSSC., 2010, 104p.. [5],, , vol.4, p [6]..., 1993, p [7] , 2003, p [8] M..., 1996, 363p. [9],,.., 2005, 180p. [10],. Amos., 2002, 22p. [11]. SPSS AMOS., 2005, 247p. [12] Hair, J. F.; Black, W.; Babin, B.; Anderson, R. E.; Tatham, R. L. Multivariate Data Analysis. Prentice Hall, 2006, 816p. 28
31 [13] Fornell, C.; Larcker, D. F. Evaluating structural models with unobservable variables and measurement error. Journal of Marketing Reserch. 1981, vol.18, p
32 6.1: 30
33 6.2: 31
34 6.3: 32
35 6.4: 33
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
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
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