Chen Chen-Yueh, Lin Yi-Hsiu, Yang Che-Yi, Chou Ya-Lun, Yeh Tzu-Yun
Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan.
Master Program of Sport Facility and Health Promotion, National Taiwan University, Taipei, Taiwan.
PLoS One. 2025 May 23;20(5):e0320927. doi: 10.1371/journal.pone.0320927. eCollection 2025.
The purposes of this paper are to develop measurement scale of value co-creation among spectators in professional spectating sporting events by means of Study I and to examine the effects of social media strategies on value co-creation among spectators through Study II. In Study I, a five-phase framework for developing a measurement scale is adopted including items generation, items refinement and edition, exploration of the latent factor structure of the scale and confirmation of reliability, examination of the structure of the factors, and scale validation. In Study II, four quasi-experiments are conducted to investigate the effects of electronic word of mouth, second screen, social media influencer promotion and online donation on value co-creation among spectators. The sample size for Study I and Study II is 830 and 993, respectively. Results obtained from Study I reveal three dimensions of value co-creation among spectators in the context of professional spectating sporting events: event atmosphere, word of mouth, and spectator interaction. Findings from Analysis of Covariance (ANCOVA) in Study II indicate that in Experiment I, positive electronic word of mouth does not help improve value co-creation among spectators while negative electronic word of mouth does decrease value co-creation among spectators. In Experiment II, the second screen under the condition of either positive or negative electronic word of mouth does not exert an influence on value co-creation among spectators. In Experiment III, the effect of social media influencer promotion on value co-creation among spectators is partially supported. In Experiment IV, under the condition of positive electronic word of mouth, the group of donation reveals greater mean score of event atmosphere than that of the counterparts for the group without donation. The findings of this study not only enrich sport management literature in terms of value co-creation, but also provide empirical evidence and practical implications for decision makers of professional spectating sporting events in terms of social media strategies.
本文的目的是通过研究一开发职业观赏性体育赛事观众价值共创的测量量表，并通过研究二检验社交媒体策略对观众价值共创的影响。在研究一中，采用了一个五阶段框架来开发测量量表，包括项目生成、项目细化与编辑、探索量表的潜在因子结构并确认信度、检验因子结构以及量表验证。在研究二中，进行了四项准实验，以调查电子口碑、第二屏幕、社交媒体有影响力者推广和在线捐赠对观众价值共创的影响。研究一和研究二的样本量分别为830和993。研究一获得的结果揭示了职业观赏性体育赛事背景下观众价值共创的三个维度：赛事氛围、口碑和观众互动。研究二中协方差分析（ANCOVA）的结果表明，在实验一中，正面电子口碑无助于提高观众的价值共创，而负面电子口碑会降低观众的价值共创。在实验二中，无论正面还是负面电子口碑条件下的第二屏幕都不会对观众的价值共创产生影响。在实验三中，社交媒体有影响力者推广对观众价值共创的影响得到部分支持。在实验四中，在正面电子口碑条件下，捐赠组的赛事氛围平均得分高于未捐赠组的对应得分。本研究的结果不仅在价值共创方面丰富了体育管理文献，还为职业观赏性体育赛事的决策者在社交媒体策略方面提供了实证证据和实践启示。
