Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events

doi:10.1177/21582440241271305

淡江大學機構典藏 > 體育事務處 > 期刊論文 > Item 987654321/126120

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題名:	Exploring the Motivations of Female Sports Spectators in Taiwan: Implications of Measuring the Motives of Female Consumers at Sporting Events
作者:	Wang, Fong-jia;Chen, I-cheng
關鍵詞:	instrument development;female market;sports consumer;Delphi method;confirmatory factor analysis
日期:	2024-08-16
上傳時間:	2024-09-03 12:05:19 (UTC+8)
出版者:	SAGE Open
摘要:	This study aimed to develop a Female Sports Spectator Motivation Scale to assess the factors that influence female consumer behavior at sports events. In Study 1, the Delphi method was employed to identify key factors and develop scale items. Participants (n = 410) were selected from the regular Chinese Professional Baseball League season in Taiwan. Study 2 involved participants (n = 413) from the same season, and a multiple linear regression analysis was conducted to assess the predictive validity. Descriptive statistics, exploratory factor analysis, and confirmatory factor analysis were utilized to validate the scale. The results identified stress reduction, emotional connection, game content, aesthetics, self-realization, economics, and social facilitation as influential factors in female sports spectator behavior. This research contributes to a more comprehensive understanding of female sports fans and lays the groundwork for tailored approaches to engage and cater to this important and growing market segment.
關聯:	SAGE Open 14(3),　p.1-16
DOI:	10.1177/21582440241271305
顯示於類別:	[體育事務處] 期刊論文

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