The Proposed Model of Attitude toward Advertising through Sport PDF
Preview The Proposed Model of Attitude toward Advertising through Sport
Florida State University Libraries Electronic Theses, Treatises and Dissertations The Graduate School 2006 The Proposed Model of Attitude Toward Advertising Through Sport Do Young Pyun Follow this and additional works at the FSU Digital Library. For more information, please contact [email protected] THE FLORIDA STATE UNIVERSITY COLLEGE OF EDUCATION THE PROPOSED MODEL OF ATTITUDE TOWARD ADVERTISING THROUGH SPORT By DO YOUNG PYUN A Dissertation submitted to the Department of Sport Management, Recreation Management, and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy Degree Awarded: Spring Semester, 2006 Copyright © 2006 Do Young Pyun All Rights Reserved The members of the Committee approve the Dissertation of Do Young Pyun defended on February 27, 2006. ____________________________________ Jeffrey D. James Professor Directing Dissertation ____________________________________ Charles F. Hofacker Outside Committee Member ____________________________________ R. Aubrey W. Kent Committee Member ____________________________________ Michael J. Mondello Committee Member Approved: _________________________________________________________________ Charles H. Imwold, Chair, Department of Sport Management, Recreation Management, and Physical Education The Office of Graduate Studies has verified and approved the above named committee members. ii Dedicated to Jesus Christ, my Lord and Savior iii ACKNOWLEDGMENTS I would like to express my sincere gratitude to many people who contributed to the completion of my dissertation. This dissertation would not exist without the efforts of committee members: Dr. Jeffrey James, Dr. Charlie Hofacker, Dr. Aubrey Kent, and Dr. Michael Mondello. I would like to thank, first and foremost, my advisor and mentor, Dr. James, for his guidance and unflinching support throughout all phases of my doctoral study at the Florida State University. His insightful knowledge, wisdom, and encouragement provided me with strength and direction in conducting this research. I am also grateful to Dr. Hofacker for his invaluable comments and guidance whenever I faced the daunting task of analyzing the data. I have to deliver special thanks to Dr. Kent for providing me very detailed reviews for the study as a committee member as well as guiding my successful graduate studies at FSU as the program director. Dr. Mondello also deserves commendation for his priceless support and participation to this achievement. My special appreciation extends to Dr. In Sung Yeo who was my advisor when I was a mater student at Yonsei University. Dr. Yeo provided for me the foundation of my academic endeavors and the power and motivation to study in the U.S. His continued attention and advice helped me finish this long journey. I also would like to thank all professors in the Department of Sports and Leisure Studies at Yonsei University. I can not forget to thank my parents, Young Sik Pyun and Soo Hee Jung, who no matter what I do support and believe in me. I will never forget their consistent love, patience, prayers and support. With deep appreciation I would like to thank my parents- in-law, Je Kwan Park and Young Soon Lim for allowing me to marry their lovely daughter and for their continuous love and support, allowing me to follow my dreams. Lastly, my endless appreciation goes to my wife, So Youn Park for always standing on my side and all the sacrifices she has made from her valuable time to contribute to my successful doctoral study and the completion of this dissertation. Now, it is my turn to support yours. iv TABLE OF CONTENTS Page List of Tables................................................................................................................xi List of Figures...............................................................................................................xv Abstract.......................................................................................................................xvi I. INTRODUCTION....................................................................................................1 Conceptual framework of attitude toward advertising through sport....................3 Attitude toward advertising............................................................................3 Attitude toward advertising in specific mediums..........................................4 The proposed model of attitude toward advertising through sport................5 The interpretation of advertising through sport.............................................7 Significance........................................................................................................10 II. LITERATURE REVIEW....................................................................................12 Overview............................................................................................................12 Distinguishing between beliefs and attitudes.....................................................12 Belief in and belief about...................................................................................17 Measuring beliefs and attitudes.........................................................................19 Indirect measurement of an attitude.............................................................19 Direct measurement of an attitude...............................................................21 Thurstone scale......................................................................................22 Likert scale.............................................................................................23 The semantic differential scale..............................................................24 Attitude toward advertising in general vs. attitude toward the ad (A ).............26 ad Attitude toward the ad as a mediator.................................................................27 Attitude toward advertising in general...............................................................31 Attitude toward advertising in specific mediums..............................................38 Television advertising..................................................................................39 Direct marketing advertising........................................................................41 Outdoor advertising.....................................................................................42 Videocassette advertising.............................................................................42 Online advertising........................................................................................43 v The use of sport in advertising...........................................................................46 In-stadium/sport facility signage..................................................................46 Logos or brand names on uniforms or equipment.......................................47 Beliefs pertaining to advertising through sport..................................................48 Product information.....................................................................................49 Social role and image...................................................................................51 Hedonism/pleasure.......................................................................................52 Annoyance/irritation....................................................................................53 Good for the economy.................................................................................55 Materialism..................................................................................................56 Falsity/no-sense............................................................................................57 Measurement theory...........................................................................................59 Reliability test..............................................................................................60 Test-retest reliability..............................................................................61 Internal consistency test.........................................................................61 Individual item, composite, and average variance extracted reliability...64 Validity test..................................................................................................65 Content validity......................................................................................66 Predictive validity..................................................................................67 Construct validity...................................................................................67 III. PILOT TEST.......................................................................................................72 Introduction........................................................................................................72 Method...............................................................................................................74 Population and sample.................................................................................74 Instrument development...............................................................................75 Data analysis................................................................................................76 Results................................................................................................................76 Demographic characteristics........................................................................77 Internal consistency.....................................................................................77 Exploratory factor analysis..........................................................................80 Conclusions........................................................................................................84 vi IV. METHODOLOGY..............................................................................................86 Introduction........................................................................................................86 Subjects and procedure of data collection.........................................................89 Instrument development.....................................................................................90 Product information and social role and image...........................................91 Annoyance/irritation....................................................................................91 Good for the economy.................................................................................91 Materialism..................................................................................................92 Falsity/no sense............................................................................................93 Attitude toward advertising through sport...................................................93 The procedure of data analysis..........................................................................93 The first data collection...............................................................................94 The second data collection...........................................................................95 V. RESULTS..............................................................................................................98 The first data collection...........................................................................................98 Objectives of the first data collection................................................................98 Characteristics of sample data...........................................................................98 Internal consistency tests.................................................................................100 Exploratory factor analysis (EFA)...................................................................104 Preliminary analysis...................................................................................104 Data transformations..................................................................................104 Maximum likelihood procedure with the oblique rotations.......................107 Model respecification.......................................................................................110 Conclusions......................................................................................................112 The second data collection.....................................................................................114 Objectives of the second data collection..........................................................114 Assessment of measurement model.................................................................115 Characteristics of sample data...................................................................115 Purification of the measure........................................................................116 Preliminary analysis...................................................................................119 Data transformations..................................................................................120 Confirmatory factor analysis (CFA) for the initial measurement model.........122 vii Overview....................................................................................................122 Model specification....................................................................................122 Model identification...................................................................................122 Model estimation.......................................................................................124 Testing model fit........................................................................................126 Absolute fit.................................................................................................127 Comparative fit..........................................................................................128 Reliability tests...........................................................................................128 Validity tests..............................................................................................129 Convergent validity..............................................................................129 Discriminant validity...........................................................................130 Model respecification.................................................................................130 Confirmatory factor analysis (CFA) for the modified measurement model....133 Model specification....................................................................................133 Model identification...................................................................................133 Model estimation.......................................................................................134 Testing model fit........................................................................................136 Absolute fit...........................................................................................137 Comparative fit....................................................................................138 Reliability...................................................................................................138 Convergent validity....................................................................................138 Discriminant validity.................................................................................139 The full structural model with path analysis....................................................140 Preliminary analysis...................................................................................140 Beliefs about advertising through sport.....................................................141 Product information and hedonism/pleasure.......................................142 Social role and image...........................................................................142 Good for the economy.........................................................................142 Annoyance/irritation, materialism, and falsity/no sense......................142 Attitude toward advertising through sport.................................................143 Model identification...................................................................................144 Model estimation.......................................................................................144 Overall model fit........................................................................................147 The fit of internal structure........................................................................149 viii Cross validation test.........................................................................................151 Objective....................................................................................................151 Characteristics of sample data...................................................................151 Preliminary analysis...................................................................................153 Data transformations..................................................................................154 The full structural model in the validation sample..........................................155 Model estimation.......................................................................................155 Overall model fit........................................................................................159 Summary of results of the study................................................................160 IV. DISCUSSION AND CONCLUSIONS.............................................................163 Overview..........................................................................................................163 Exploratory factor analysis..................................................................................163 Overview..........................................................................................................163 Pilot study........................................................................................................164 The first data collection...................................................................................167 Confirmatory factory analysis..............................................................................168 Overview..........................................................................................................168 Overall model fit of the model.........................................................................168 Fit of internal structure of the model...............................................................171 Issues dealing with validity........................................................................173 Annoyance/irritation v. falsity/no sense....................................................176 Hypothesis testing................................................................................................182 Overview..........................................................................................................182 Attitude toward advertising through sport.......................................................182 Beliefs about advertising through sport...........................................................184 Product information...................................................................................184 Social role and image.................................................................................185 Hedonism/pleasure.....................................................................................185 Annoyance/irritation..................................................................................186 Good for the economy...............................................................................186 Materialism................................................................................................186 Falsity/no sense..........................................................................................187 ix
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