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, R2-7-5-304, Higashi-Fushimi, Nishitokyo-City, Tokyo, 202-0021, Japan e-mail: daichi39@asagi.waseda.jp
2009 2008 2000 Brooks 1994 2008 mood Sloan 1989 Wann et al. 1994 Madrigal 1995 Madrigal 1995 2005 Kao et al. 2007 Kuenzel and Yassim 2007 joy 2008 Bagozzi et al., 1999; Dawson et al., 1990; Oliver et al., 1997; Richins, 19972005 Bagozzi et al. 1999 Bagozzi et al. 1999
2005 p.35 2001 2005 2001 Hevner, 1936 2001 2002 Oliver et al. 1997 Rust and Oliver 2000 customer delight delightcustomer satisfaction Rust and Oliver, 2000 hedonic needs Chitturi et al., 2008 2001 Soderlund and Rosengren 2004 2001
2001 p.361 Madrigal, 1995 2005 Soderlund and Rosensen, 2004 1999 Westbrook 1987 2005 1998 1992 1992 2000 2003 2001
bj bj SC 1999 2008 1999 2008
FC FC vs. Item-Total 2002 Average Variance Extracted AVE
.64.59.47.51.69.64.37.62.64.52.48.47.74.69.55.60.31.72.45.73.39.62.88.62.53.62.53.55 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.75.70.82.79.83.82.84.78.86.86.67.59.77.77.78.85.80.73.79.85.73.87.90.76.77.79.74.79 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
α AVE
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)=11.050 p <.001 2007 n = 662 n = 362 n = 662 n = 300
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 1980 2005 AVE Ajzen and Driver 1992
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
AVE
2001 1998 Robinson and Trail 2005 Point of Attachment physical skill Kuenzel and Yassim 2007 Chitturi et al., 2008
VIF Variance Inflation Factors FC FC
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