制定体育迷权益指数

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-04-10 DOI:10.1108/ijsms-02-2019-0022
Young Do Kim, M. Magnusen, Y. Kim, Minjung Kim
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引用次数: 2

摘要

本研究的主要目的是生成一个综合体育迷权益指数(SFEI),用于估计个人球迷对体育组织的资产价值。该指数是通过应用简单加性加权(SAW)方法开发的。,进行了一项基于横断面调查的研究,以验证体育迷公平(SFE)的关键组成部分,并在NCAA第一赛区大学体育背景的基础上制定SFEI。这些目标是通过双重过程实现的,包括旨在评估SFE测量量表和SAW的有效性的一阶验证性因素分析。,开发的指数表明,一级学院体育焦点运动迷的平均SFE为54.8,这些贡献者的总体SFE在20.4(最低得分)到94.6(最高得分)之间。SFEI是一个单一的汇总分数,也是体育营销人员在评估盈利球迷并跟踪/比较他们时使用的重要指标。,这项研究通过SAW的应用为体育营销文献做出了贡献,最初试图产生一个易于理解的指数,确定体育迷的资产价值,并作为体育消费者对运动队整体估值的必要标准。具体而言,SFEI可以作为一种标准的数字衡量标准,使体育营销人员能够识别体育组织可以从中产生可观利润的球迷,系统地对这些球迷进行细分,并为每个球迷群量身定制营销策略。
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Developing a sport fan equity index
The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The index was developed by applying a simple additive weighting (SAW) method.,A cross-sectional survey-based research was carried out to validate key components of sport fan equity (SFE) and formulate the SFEI on the basis of the NCAA Division I collegiate sport context. These objectives were satisfied through a twofold process involving first-order confirmatory factor analysis intended to assess the validity of SFE measurement scales and SAW designed to produce the composite SFEI.,The developed index indicated that the average SFE of focal sport fans of Division I collegiate sport was 54.8 and that the overall SFE of such contributors ranged from 20.4 (the lowest score) to 94.6 (the highest score). The SFEI serves as a single, summary score and an essential gauge for sport marketers to use when assessing profitable fans and tracking/comparing them over time.,This research contributes to the sport marketing literature through its application of SAW in an initial effort to produce an easily understandable index that determines the asset value of sport fans and serves as an imperative criterion for overall sport team valuation from the sport consumer side. Specifically, the SFEI can function as a standard numeric measure that enables sport marketers to identify fans from whom sport organizations can generate considerable profits, segment these devotees systematically, and tailor marketing strategies to each fan base.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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