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, 2-7-5-305, Higashi-Fushimi, Nishi-Tokyo, Tokyo 202-0021, Japan e-mail: rai.saito@ruri.waseda.jp
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
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
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 1996 2008 2008 2005 2004 2008 Mathwick et al.2001 Saito et al., 2008 2008 2003 Mullin et al., 2007 Bennet et al., 2003; Trail et al., 2002 2008
Points of Attachment 2008 2001 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 2007 2008
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 1996 2008 flow arousal empathy Mano and Oliver1993 SCM: James and Ross, 2004 2003 2008 EVSSC
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
Division 1 S SSSB EVSSC EVSSC AVEaverage variance extracted Cronbach α CR composite reliability e1 1.68 e2 2.45.79 e3 3.85 演出.81 2007 e4 4.60 審美性.67 e5 5.75 e6 選手 6.85.84 e7 7.70.46 e8 8.78 e9 雰囲気 9.87.65 e10 10.70.64 フロー e11 11.87 e12 逃避.61 12.81 e13 13.65.88.35.60 e14 14.78 内なる楽しみ e15 15.80 e16 16.88 サービス.86 e17 17 覚醒.65 エクセレンス.37 CFI GFI e18.83 18 e22 22.79 e19 19 e23 23.82 共感.63.85 AGFI e20 20.77 e21 21.79 e24 24 効率性.85 acceptable.85 e25 投資効果 25 2.71.71 χ / df = 5.342 e26 26.71 fit Hair et al.2006 CFI=.870 e27 27.88 経済的価値 e28 28.88 GFI=.859 e29 29 AGFI=.831 RMSEA=.071 RMSEA n = 863
Hair et al.2006 AVE Fornell and Larcker, 1981 AVE Cronbach α Nunnally, 1978 Bagozzi and Yi, 1988 EVSSC α
SPSS ver.11.5 EVSSC EVSSC EVSSC chain effectward 2007
1.00 0.50 0.00-0.50-1.00-1.50 クラスター 1-2.00 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
Mathwick et al.2001 EVS EVSSC EVSSC AVE AVE Rust et al., 2004; Vogel et al., 2008 EVSSC
Hair et al., 2006 2008 EVSSC EVSSC Mathwick et al.2001 EVS Hair et al., 2006
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