Type of Document	Dissertation
Author	Ahn, Taesoo
URN	etd-02052010-193604
Title	The Effect of User Motives and Interactivity on Attitude toward a Sport Website
Degree	Doctor of Philosophy
Department	Sport and Recreation Management, Department of
Advisory Committee	Advisor Name Title Jeffrey James Committee Chair Andy Rudd Committee Member Robert Eklund Committee Member Leisa Flynn University Representative
Keywords	Sport Marketing Internet Marketing
Date of Defense	2009-12-11
Availability	unrestricted
Abstract Sport websites have become an important communication tools for companies and business, such as sport organizations, to deliver information, connect with sport consumers, generate profits, and much more. It is important for sport marketers to understand why and how consumers use sport websites. Based on uses and gratifications theory, a conceptual model of attitude toward the sport website including antecedents (user motives and interactivity) and consequence (revisit intention) was proposed. A pilot study (n = 106) was completed in order to test the scales that would be used in the test of the proposed model. A main study was completed (N = 530) in two stages. The total sample was split and a calibration sample (n1 = 265) was used to test the measurement model. A validation sample (n2 = 265) was used to cross-validate the measurement model from the pilot study, and test the proposed structural model. The results indicate that user motives and interactivity are significant predictors of attitude toward the sport website, which consequently influence intention to revisit a sport website.
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