2015 3
1 3 1.1................................... 3 1.2................................... 4 2 5 2.1......................... 5 2.2.............. 7 2.3... 7 2.4.................. 9 3 10 3.1.............................. 10 4 ( 1) 11 4.1............................. 11 4.1.1..................... 11 4.1.2..................... 12 4.2................................. 14 4.3................................. 14 4.4................................. 14 4.5................................. 14 4.6................................. 15 4.6.1......... 15 4.6.2...................... 15 4.6.3...................... 17 4.6.4.......................... 17 4.7................................... 17 5 ( 2) 20 5.1................................. 20 5.2................................. 20 5.2.1...................... 22 5.2.2...................... 22 1
5.2.3...................... 22 5.2.4...................... 23 5.3................................... 23 6 25 6.1............................... 25 27 28 30 2
1 1.1 7000 CD 1/3 1998 15 2012 CD 2013 2705 1980 2013 5 8 [1] CD [1][2] [3] [4] [5] 3
1.2 4
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
2.1: Mathwick [3] 6
2.2 [4] Mathwick 2.2 Mathwick Playfulness( ) 4 4 10 2.3 7
2.2: [4] [7] [4] 8
2.4 [5] 9
3 3.1 3.1 2 1 3.1: 10
4 ( 1) 4.1 4.1.1 [4] (experiential value scale for sports consumption EVSSC) 10 52 4.1 5 1 5 EVSSC EVSSC 11
[8] EVSSC EVSSC EVSSC EVSSC EVSSC EVSSC EVSSC 4.1.2 5 12
4.1: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. MC 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 35. 36. MC, 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 13
4.2 4.3 WEB 2 WEB WEB 4.4 32 26 58 WEB 90 148 4.5 WEB 148 IBM (SPSS Statistics 21 SPSS AMOS 22) AVE(average variance extracted) 14
AVE Cronbach AMOS 2 148 2 [9] 2 [10] AMOS 2 2 /df GFI AGFI CFI RMSEA 4.6 4.6.1 SPSS Statistics 21 Promax 12 42 12 12 42 4.6.2.70 [13].70 8 19 4.1 2 (p=0.255 0.05) 2 /df=1.076 GFI=.906 15
4.1: 16
AGFI=.873 CFI=.990 RMSEA=.023 AGFI(.90) 2 /df( 3.00) GFI(.90) CFI(.90) RMSEA(.05) [9][10] 4.2 4.2: 2 /df GFI AGFI CFI RMSEA 0.2556 1.076 0.906 0.873 0.99 0.023 AVE.50 [12] 4.3 (.46) (.45) 4.6.3 AVE AVE 4.4 4.6.4 Cronbach 4.3 (.50)[11] 4.7 4 8 19 [4] 17
4.3: 4.4: AVE 18
19
5 ( 2) 5.1 SPSS 4 4 Z Ward 3 4 5 6 3 4 5 6 4 5.2 5.1 5.1 5.1 1 20
5.1: 5.1: 21
5.2.1 30.4 (n=45) 2 51.1 48.9 2.22 4.49 4 3 4 5.2.2 36.5 (n=54) 44.4 55.6 2.83 5.96 4 2 4 5.2.3 13.5 (n=20) 35.0 65.0 3.15 7.65 4 2 4 4 22
5.2.4 19.6 (n=29) 2 41.4 58.6 3.66 11.69 4 4 5.3 4 23
24
6 1 2 1 [4] 4 8 19 2 4 6.1 1 25
26
2 27
[1],. 2014.. 2014, 241p. [2].. 2009, 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. 39-56. [4]. EVSSC., 2010, 104p.. [5],,... 2014, vol.4, p. 77-92. [6]..., 1993, p. 175-202. [7].. 9 - -.., 2003, p. 285-337. [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
[13] Fornell, C.; Larcker, D. F. Evaluating structural models with unobservable variables and measurement error. Journal of Marketing Reserch. 1981, vol.18, p.39-50. 29
6.1: 30
6.2: 31
6.3: 32
6.4: 33