スポーツ観戦行動の規定要因に関する研究

―社会的属性・スポーツ経験・意思決定要因を予測変数とした検討―

抄録

The purpose of this study was to develop Behavioral Scale for Sport-Watching (BSSW) and Decision-Making Scale for Sport-Watching Behavior (DMSSWB), and to investigate the relationship among socio-demographic backgrounds, sport backgrounds, BSSW, and DMSSWB. In July, 2006, the subjects of 305 university students (male=123, female=182 ; mean age=20.00, SD=3.36) were asked to answer a questionnaire that composed of questions concerning their socio-demographic and sport backgrounds, 30 items concerning their decision making in sport-watching and 12 items concerning their sport-watching behaviors. Most of the questionnaire items were newly developed based on Spectators' Motives Scale that was developed by Tsuji and Nakagiri in 2002. Exploratory factor analyses and confirmatory factor analyses were conducted to develop BSSW and DMSSWB. Hierarchical multiple regression analyses were applied to assess the predictive value of socio-demographic and sport background and DMSSWB. The results of exploratory factor analyses identified two factor models with 11 items on BSSW and five factor models with 15 items on DMSSWB. Confirmatory factor analyses confirmed that each of the factor models had the acceptable fit indices of the structural validity. Each factor also had acceptable Cronbach's alpha coefficient reliability. The results of hierarchical multiple regression analyses revealed positive relations between “Direct Consumer Behavior” (BSSW) and several variables : “Attachment” (DMSSWB), “Model-skill” (DMSSWB), “frequency of sport practice,” “preference of sport-watching” and “favorite sport players.” “Indirect Consumer Behavior” (BSSW) was also found to be positively correlated with several DMSSWB variables : “Attachment,” “Model-Skill” and “Entertainment.” The results of the analyses support the reliability and the structural validity of BSSW, and DMSSWB, and thus suggest that the scales can be used in predicting sport-watching consumer behaviors. Future research with other age groups and specific sport-watching groups (e.g. Soccer, Baseball, and Basketball) will be needed to clarify the relationship among the models of different age groups and of different sport-watching groups.