Effects of Perceived Interactivity and Web Organization on User Attitudes

Document Type

Article - Merrimack Access Only

Publication Title

European Sport Management Quarterly

Publication Date

4-2014

Abstract/ Summary

Research question: This study sought to answer the following research question: What are the significant determinants influencing online users’ attitudes to sports websites? Specifically, this investigation examined (1) the direct and indirect effects of web content and perceived interactivity and (2) the moderating effect of web organization on attitudes. Research methods: Respondents (N = 329) from a large university in the USA were utilized to test a conceptual model in this study. Structural Equation Model (SEM) analysis was used to test four research hypotheses. Results and findings: The results showed that two web content components, entertainment (β = .31, p < .01) and information (β = .22, p < .01), directly influenced the users’ attitude toward sport websites, while perceived interactivity directly (β = .28, p < .01) and indirectly (perceived interactivity → entertainment; β = .28, p < .01; perceived interactivity → information; β = .30, p < .01) affected to the attitudes. In addition, web organization played a moderate role between perceived interactivity and users’ attitude toward sport websites. Implications: The findings of this study suggest that sport marketers need to place more emphasis on perceived interactivity and web organization, which significantly affect overall attitudes toward their affiliated websites. It would be particularly beneficial for sport marketers to use the interactive content of sport websites to reach current and potential users, but it is important to note that for the interactivity functions to be effective they should be well organized.

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