Sport Communication

NFL.COM

Facts

How It's Being Used?

• In 2007, 30 million people participated in fantasy sports leagues ("Fantasy Sports Industry," 2008)
• Average daily page visit to ESPN.com is over 14 million, the overall traffic ranking is 17th in US and higher than CNN.com (Alexa, 2009)
• Popular sports website like ESPN.com have an estimated worth $32 million, and daily advertising revenue of $44,000 (Websiteoutlook, 2009)

• The tested model suggested that measurement scale items were both reliable and valid
• A high-quality sport website increase fan satisfaction, likewise heightened levels of satisfaction improve loyalty website

• College and professional teams are using websites to enhance effectiveness of communication with target consumers
• Provide up to date information on organization, products, results, new releases, and other methods including renewing season tickets, and purchasing gear from the team store
• Designed to meet needs of the consumer

New Game Center

Facts

NFL Revamps Website

• Fastest growing communication medium, and important marketing tool for sport industry
• Online sports fans and consumers engage in broad range of sport related activities via internet
• Game results, purchase team apparel, fan interaction, live streaming, stats, fantasy leagues & more

Social Media

Interaction Features

• Added new elements to NFL.com
• Redesigned Game Center with 3D features
• Bulked up subscription content
• Full length online game replays

What's Expected?

Research Questions:

• The sport consumers' cognitive beliefs about a sport website quality influences their satisfaction with the website. Increased satisfaction in turn, influences the likelihood that a consumer returns to the website in the future (Auh & Johnson, 2005)
• Results should inform sport marketers of the interplay of website quality, satisfaction, and loyalty providing justifications for further investments into their websites to better met the needs of their consumers

• (1) How do sport consumers SWQ influence their level of satisfaction and loyalty with website?
• (2) How does the level of satisfaction influence consumer loyalty?

• Aims to empirically test theoretical relationships between key variables of online sport consumption such as sport consumers perceptions of SWQ (sport website quality) satisfaction, and behavior loyalty with the website

Conclusion

Purpose of The Study

Internet Growth in Sports

SWQ, E-Loyalty, E-Satisfaction

A Structural Model of The Relationship Between

Sport Website Quality, E-satisfaction, and E-loyalty

• SWQ consist of service of quality, expectations, speed of delivery, ease of use, reliability, and enjoyment
• E-Satisfaction, the contentment of the customer with respect to his or her prior purchasing experience with a given website (Anderson, 2003)
• E-Loyalty, a deeply held commitment to rebuy a preferred product or service consistently in the future, thereby causing same brand purchases, despite situational influences and marketing efforts having the potential

• Marketers can better meet the needs of fans and in turn attract and retain additional fans
• Develops the right mix of website content and services, as well as a high-quality website design is key
• Provide not only great services such as accurate and timely information they must also provide a high quality user friendly interface and secure transaction
• Understand their websites are not only social media sources for sport information, also reciprocal communication tools

Youngjin HurYong

Jae Ko

Joseph Valacich

By: Brittany Graham

Applied To Sport Marketing

Testing The Theory

Our Athletic Website

Factor & Mean

• Questions from the following categories:
• Information
• Interaction
• Design
• System
• Fulfillment
• E-Satisfaction
• E-Loyalty

Information: 6.48

Interaction: 5.58

Design: 6.41

System: 6.09

Fulfillment: 6.38

E-Satisfaction: 6.50

E-Loyalty: 5.87

Questions?

• Surveyed students in the Department of Recreational Sports at two large universities at a Pac-10 & SEC school
• Asked whether participants visited their schools official athletic website
• Only tested users who had previously used the website
• Test 371 students, 62% male, and 37% female
• Used a nine-point Likert scale ranging from (1) strongly disagree to (9) strongly agree