國立虎尾科技大學 |

Examining determinants for smartphone application consumption in sport : = A gratification model of sport team mobile application usage.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Examining determinants for smartphone application consumption in sport :/
其他題名:	A gratification model of sport team mobile application usage.
作者:	Hwang, Hansol.
面頁冊數:	1 online resource (220 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-06(E), Section: A.
標題:	Sports Management. -
電子資源:	click for full text (PQDT)
ISBN:	9781369449877

Examining determinants for smartphone application consumption in sport : = A gratification model of sport team mobile application usage.
Hwang, Hansol.

Examining determinants for smartphone application consumption in sport :A gratification model of sport team mobile application usage. - 1 online resource (220 pages)

Source: Dissertation Abstracts International, Volume: 78-06(E), Section: A.

Thesis (Ph.D.)--Indiana University, 2016.

Includes bibliographical references

It has been less than a decade since mobile phones transformed from primarily communication-based devices into mobile computing systems facilitated by a myriad of applications (apps). As numerous competing technology developers introduce new mobile innovations to the market, new technology adopters necessarily engage in new consumption behaviors that are unlike those that existed in the 1990s. With this technological revolution in a paradigm shift, individuals use smartphones for specific goal-oriented motives and these psychological elements explicitly influence a variety of behavioral outcomes in sport-related mobile app consumption (Kang, Ha, & Hambrick, 2015; Magrath & McCormick, 2013).

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369449877Subjects--Topical Terms:

1180497
Sports Management.
Index Terms--Genre/Form:

554714
Electronic books.

Examining determinants for smartphone application consumption in sport : = A gratification model of sport team mobile application usage.
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245 1 0 $a Examining determinants for smartphone application consumption in sport : $b A gratification model of sport team mobile application usage.
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500 $a Source: Dissertation Abstracts International, Volume: 78-06(E), Section: A.
500 $a Adviser: Paul M. Pedersen.
502 $a Thesis (Ph.D.)--Indiana University, 2016.
504 $a Includes bibliographical references
520 $a It has been less than a decade since mobile phones transformed from primarily communication-based devices into mobile computing systems facilitated by a myriad of applications (apps). As numerous competing technology developers introduce new mobile innovations to the market, new technology adopters necessarily engage in new consumption behaviors that are unlike those that existed in the 1990s. With this technological revolution in a paradigm shift, individuals use smartphones for specific goal-oriented motives and these psychological elements explicitly influence a variety of behavioral outcomes in sport-related mobile app consumption (Kang, Ha, & Hambrick, 2015; Magrath & McCormick, 2013).
520 $a While the sport industry has witnessed -- and has been affected by -- the significant usage and influence of mobile apps, only limited research has been conducted exploring a variety of fans' needs and the behavioral outcomes affiliated with using this new technology. More specifically, there is limited research exploring the unique aspects of multitasking in mobile app usage (Ha, Kang, & Ha, 2015). As such, it is important for sport marketing practitioners to better understand the psychological factors of consumers' app usage patterns from multidimensional perspectives (i.e., motivations for adopting a new technology). In this regard, exploring these diversified technological acceptance patterns in new mediated sport consumption has brought immediate scholarly attention to developing a conceptual gratification model - examining theoretical relationships among moderating variables such as age, gender, and commitment to fantasy sports (e.g., Iwasaki & Havitz, 2004) - of sport team mobile app usage.
520 $a In theoretical frameworks, the uses and gratifications (U&G) approach is widely used (e.g., Lin, 1999; Rubin, 1993; Xu, Ryan, Prybutok, & Wen, 2012) in explaining a variety of new technology acceptance behaviors in information systems (Katz, Blumler, & Gurevitch, 1974). U&G approaches, which can be defined as means to examine why people select and use a particular medium and in turn how individuals are gratified through their use experience, have shed light on the relationships between salient motivations and behavioral outcomes (Katz et al., 1974). Based on the extensive literature of motivation for sport media consumption (e.g., Kang, 2015; Seo & Green, 2008), this study developed a gratification model to accept new mediated sport products based on the unique aspects of mobile app consumption. The predetermined 11 first-order dimensions of constructs (i.e., Information, Convenience, Multi-tasking, Economy, Entertainment, Fantasy, Escapism, Curiosity, Social Interaction, Communication, and Parasocial/Fanship) were mainly derived from previous literature (e.g., Li, Liu, Xu, Heikkila, & Van der Heijden, 2015) and were combined to create three second-order concepts of utilitarian, hedonic, and social attitudinal beliefs. The second-order concepts were derived from previous studies as well (e.g., Xu et al., 2012; Xu, Turel, & Yuan, 2012). The combination of the first- and second-order concepts then form the highest-level concept of sport team app motivations.
520 $a The current study utilized an expert panel, a pilot test, and a cross-sectional survey in the stage of research design. In an effort to ensure content validity, this study employed the services of an expert panel to reduce and purify the initial items. Throughout continuous communications with the expert panel group, the primary researcher in this study determined that several items were removed from the initial item pool, and in turn each motivational construct was set as a four item construct. A pilot test to assess for preliminary instrument reliability and validity was conducted with active sport team application users among research panels recruited by a professional research firm to clarify the conceptual framework and examine the subscale structure of the proposed gratification model.
520 $a More specifically, in the stage of pilot study, data were collected from 100 sport team application users that equally divided in 50 National Football League (NFL) team app users and 50 Major League Soccer (MLS) team app users respectively among research panels recruited by Qualtrics -- a private research firm. A total sample completed the study and consisted of five demographic questions, general sport-related app usage patterns, 11 motivational factors, intentions to continuous usage of sport team apps, and commitment to daily fantasy sports participation. The results of this pilot study indicated that the overall item parameters for individual factors were consistent with acceptable values of Cronbach's alpha and average variance extracted (AVE) scores, however, some factor loading coefficients for individual items showed lower values than suggested cutoff point - .40 (Stevens, 1996). As a result of the item refinery process, this study in pilot study was led to eliminating six subscale items due to low factor loading values as the final measurement instrument prior to the full study.
520 $a Following the analysis of the pilot study results, the final item sets were administered to users who had experience in using sport team apps. This cross-sectional survey was also done by Qualtrics, a private research firm that other studies in sport management have used (e.g., Eagleman, 2013). Similar to the pilot study, the full study results indicated some significant demographic characteristics from the respondents (N = 410). For instance, the majority of the respondents were male (66.3%), the most dominant age group was between 31 and 40 (41.0%), Caucasian (67.1%) was the major participants in the full study, 49.3% of respondents indicated themselves as a middle class, ranged from $50,001 to $ 100,000, and most of the participants were either married (49.3%) or single (42.2%) in the marital status.
520 $a Interestingly, this demographic information was very similar to the fantasy sports demographics reported by the Fantasy Sports Trade Association (2016). Because all 410 participants identified themselves as daily fantasy sports players, the homogeneous characteristics in the usage of sport team apps was consistent with the market segmentations in daily fantasy sports. In addition, the ESPN app -- which accounted for 53.9% of the study's app users -- was the most popular sport-related app for seeking information relevant to game results, scores, and/or news in general usage. In terms of general usage patterns, more than a half of the respondents (51.5%) used three to five sport team apps on their mobile devices, and 67.3% of participants responded they regularly used sport team apps approximately three to ten hours per a week while consuming sporting events simultaneously.
520 $a The factor analysis for the full study data in response to 11 motivational constructs including 38 items and four items for Continuance Intention revealed that the proposed model fit was shown an acceptable in confirmatory factor analysis (X2/df = 1795.89/753 = 2.38, RMSEA = .05, TLI = .90, CFI = .91). In order to confirm a hierarchical relationship between motivations and gratifications (i.e., Utilitarian, Hedonic, and Social gratifications), the first-second order factor analysis was utilized with 33 items in 11 dimensions of explicit motives. By examining the suitable model fit comparison between first (X 2/df = 944.69/440 = 2.14, RMSEA = .05, TLI = .92, CFI = .93) and second-order (X2/df = 1087.10/478 = 2.27, RMSEA = .05, TLI = .92, CFI = .93) models, this study also confirmed that a higher conceptual gratification model was established well in a reasonable model fit to explain more parsimonious relationships between latent variables as showed little differences of the delta values (DeltaTLI = .00, DeltaCFI = .00).
520 $a In order to test the hypotheses, this study facilitated a series of structural equation modeling (SEM) tests in the single-group (i.e., the basic research model) and at multiple-group levels (i.e., age, gender, and commitment to daily fantasy sports participation) respectively. The basic model of the relationships between 11 motivations and intentions to continuous use of sport team apps was an acceptable and substantially improved model fit (X2 /df = 1141.44/563 = 2.02, RMSEA = .05, TLI = .93, CFI = .94). In addition, multiple-group SEM analyses revealed that there were some, but somewhat weak, moderating effects amongst different levels of age, gender, and commitment to daily fantasy sports.
520 $a The study results shed light on what specific gratifications (e.g., Utilitarian, Hedonic, and Social) users obtain via sports mobile apps by conducting a first-second factor analysis. The combination of the first- and second-order concepts form the highest-level concept of sport team app motivations. The findings also provided actual service content (e.g., schedule, results, news, injury report, stadium information, video board, fantasy sports, shopping, and social media links) that reflected empirical insights on how sport marketers successfully use these attitudinal beliefs to attract more users. Based on the findings of this study, sport marketing practitioners have a better understanding of the psychological factors (e.g., utilitarian needs, hedonic needs) that most influence the usage patterns of sport team apps. Also, as a result of this study, the key attitudinal beliefs (i.e., Information, Convenience, Economy, Entertainment, Fantasy, Curiosity, and Communication driven motivations) among the 11 variables can be implement.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Sports Management. $3 1180497
655 7 $a Electronic books. $2 local $3 554714
690 $a 0430
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Indiana University. $b Public Health. $3 1181381
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