The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium

The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium

The purpose of this study was to investige the relationship between sportscape towards spectators satisfaction and their intentions to repatronize Malaysian football Cup. The factors that were intended to analyze are motivation and loyalty towards the relationship between sportscape and spectator...

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Main Author: Mohd Pilus, Asiah
Format: Thesis
Language:English
English
Published: 2009
Subjects:
Soccer fans - Malaysia - Psychological aspects - Case studies
Online Access:http://psasir.upm.edu.my/id/eprint/7537/1/ABS-__FPP_2009_24.pdf
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spelling my-upm-ir.75372013-05-27T07:35:27Z The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium 2009 Mohd Pilus, Asiah The purpose of this study was to investige the relationship between sportscape towards spectators satisfaction and their intentions to repatronize Malaysian football Cup. The factors that were intended to analyze are motivation and loyalty towards the relationship between sportscape and spectators’ satisfaction and their intentions to repatronize Malaysian Football Cup at stadium.The study was conducted in Pennisular Malaysia with the involvement of 370 spectators who attended the Malaysian football Cup game from 12 stadiums. The study tools that were used are Sportscape Scale (Wakefield, Blodgett & Sloan, 1996), Motivation Scale For Sport Consumption (Trial & James, 2001), Model Point Of Attachment Index (Trail, Robinson & Dick, 2003), Customer Satisfaction (Hightower, Brady & Baker, 2002; Greenwell, Fink & Pastore, 2002) and Behavioral Intentions Scale (Hightower, Brady, Baker, 2002). Correlation Pearson, linear regression, hierarchical regression, path analysis and descriptive statistics (mean) were used to analyse data. The results also showed that motivation and loyalty have an influence on the relationship between spectators’ satisfaction and their intentions to repatronize football. Hierarchical regression analysis showed that sportscape influences only 3.4 percent of the variance on the spectators satisfaction. The combination of sportscape, motivation and loyalty variables predicts 56 percent variance regarding spectators’ satisfaction. Hierarchical regression analysis showed that sportscape influence only 5 percent of the variance on the intention to repatronize Malaysian Football Cup. The combination of sportscape, motivation and loyalty variables explained 59 percent of the variance regarding the intention to repatronize Malaysian football Cup. Path analysis showed that sportscape has and inderect influence on the motivation and loyalty as well as the spectators’ satisfaction and intention to repatronize Malaysian Football Cup. Besides sportscape, motivation and loyalty are identified other important factors in predicting spectators’ satisfaction and their intentions to repatronize Malaysian football Cup. Thus, Malaysian football associations and sport marketers should consider sportscape, motivation dan loyalty in planning marketing strategies to maximize attendance at Malaysian Football Cup. Therefore, Malaysian football associations and sport marketers should take further steps to increase the attendance and the revenue of the Malaysian football associations. Soccer fans - Malaysia - Psychological aspects - Case studies 2009 Thesis http://psasir.upm.edu.my/id/eprint/7537/ http://psasir.upm.edu.my/id/eprint/7537/1/ABS-__FPP_2009_24.pdf application/pdf en public phd doctoral Universiti Putra Malaysia Soccer fans - Malaysia - Psychological aspects - Case studies Faculty of Educational Studies English
institution Universiti Putra Malaysia
collection PSAS Institutional Repository
language English
English
topic Soccer fans - Malaysia - Psychological aspects - Case studies
spellingShingle Soccer fans - Malaysia - Psychological aspects - Case studies


Mohd Pilus, Asiah
The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium
description The purpose of this study was to investige the relationship between sportscape towards spectators satisfaction and their intentions to repatronize Malaysian football Cup. The factors that were intended to analyze are motivation and loyalty towards the relationship between sportscape and spectators’ satisfaction and their intentions to repatronize Malaysian Football Cup at stadium.The study was conducted in Pennisular Malaysia with the involvement of 370 spectators who attended the Malaysian football Cup game from 12 stadiums. The study tools that were used are Sportscape Scale (Wakefield, Blodgett & Sloan, 1996), Motivation Scale For Sport Consumption (Trial & James, 2001), Model Point Of Attachment Index (Trail, Robinson & Dick, 2003), Customer Satisfaction (Hightower, Brady & Baker, 2002; Greenwell, Fink & Pastore, 2002) and Behavioral Intentions Scale (Hightower, Brady, Baker, 2002). Correlation Pearson, linear regression, hierarchical regression, path analysis and descriptive statistics (mean) were used to analyse data. The results also showed that motivation and loyalty have an influence on the relationship between spectators’ satisfaction and their intentions to repatronize football. Hierarchical regression analysis showed that sportscape influences only 3.4 percent of the variance on the spectators satisfaction. The combination of sportscape, motivation and loyalty variables predicts 56 percent variance regarding spectators’ satisfaction. Hierarchical regression analysis showed that sportscape influence only 5 percent of the variance on the intention to repatronize Malaysian Football Cup. The combination of sportscape, motivation and loyalty variables explained 59 percent of the variance regarding the intention to repatronize Malaysian football Cup. Path analysis showed that sportscape has and inderect influence on the motivation and loyalty as well as the spectators’ satisfaction and intention to repatronize Malaysian Football Cup. Besides sportscape, motivation and loyalty are identified other important factors in predicting spectators’ satisfaction and their intentions to repatronize Malaysian football Cup. Thus, Malaysian football associations and sport marketers should consider sportscape, motivation dan loyalty in planning marketing strategies to maximize attendance at Malaysian Football Cup. Therefore, Malaysian football associations and sport marketers should take further steps to increase the attendance and the revenue of the Malaysian football associations.
format Thesis
qualification_name Doctor of Philosophy (PhD.)
qualification_level Doctorate
author Mohd Pilus, Asiah
author_facet Mohd Pilus, Asiah
author_sort Mohd Pilus, Asiah
title The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium
title_short The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium
title_full The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium
title_fullStr The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium
title_full_unstemmed The Relationship Between Sportscape Towards Spectators’ Satisfaction and their Intentions to Repatronize Malaysian Football Cup at Stadium
title_sort relationship between sportscape towards spectators’ satisfaction and their intentions to repatronize malaysian football cup at stadium
granting_institution Universiti Putra Malaysia
granting_department Faculty of Educational Studies
publishDate 2009
url http://psasir.upm.edu.my/id/eprint/7537/1/ABS-__FPP_2009_24.pdf
_version_ 1747810695931494400

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