Consumers’ Perceived Value of Sport Team Games—A Multidimensional Approach

• Published in: Journal of sport management 2017-01, Vol.31 (1), p.80-95
• Main Authors: Kunkel, Thilo, Doyle, Jason Patrick, Berlin, Alexander
• Format: Article
• Language: English
• Subjects: Contests; Customer satisfaction; Sports fans; Sports management; Studies; Tournaments & championships
• ISSN: 0888-4773; 1543-270X
• DOI: 10.1123/jsm.2016-0044

Consumers' evaluations of their favorite sport team's contests are influenced by the value that the team provides to them. The current research contributes to the sport management literature through conceptualizing and measuring the dimensions that influence the perceived value consumers link with their favorite sport team's games and testing the explanatory ability of this perceived value on their satisfaction with, and commitment toward, the team. Five semistructured expert interviews were conducted to conceptualize perceived value dimensions and measurement items. Next, a multidimensional Consumers' Perceived Value of Sport Games scale (CPVSG) was developed and tested across two studies with football (soccer) consumers (N1 = 225; N2 = 382) in Germany. Results from confirmatory factor and structural equation modeling analyses indicate that five dimensions -- functional, social, emotional, epistemic, and economic value -- reflect perceived value dimensions that consumers associate with sport team games. Results also indicated these perceived value dimensions were predictive of consumers' satisfaction with, and commitment toward, their favorite team. Thus, this research adds to the literature by providing the multidimensional CPVSG scale and demonstrating its value in explaining variance in attitudinal outcome variables.