東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Linked to FindBook

Google Book

Amazon

博客來

An Eye-Tracking Investigation of Consumer's Real-Time Behaviors in Professional Minor League Hockey.

Record Type:	Electronic resources : Monograph/item
Title/Author:	An Eye-Tracking Investigation of Consumer's Real-Time Behaviors in Professional Minor League Hockey./
Author:	Romano, Alicia B.
Description:	1 online resource (124 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 84-11, Section: A.
Contained By:	Dissertations Abstracts International84-11A.
Subject:	Sports management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30488985click for full text (PQDT)
ISBN:	9798379515669

An Eye-Tracking Investigation of Consumer's Real-Time Behaviors in Professional Minor League Hockey.
Romano, Alicia B.

An Eye-Tracking Investigation of Consumer's Real-Time Behaviors in Professional Minor League Hockey. - 1 online resource (124 pages)

Source: Dissertations Abstracts International, Volume: 84-11, Section: A.

Thesis (Ph.D.)--University of Northern Colorado, 2023.

Includes bibliographical references

Minor league hockey provides a unique setting to investigate consumers' marketing-controlled activities in a natural environment. Consumers' visual attention to sponsorship information has been shown to influence their explicit memory of sponsor brands and their purchase intentions. The current research builds on the sponsorship information processing framework of previous scholars by examining consumers' real-time behaviors to sponsorship information in a natural setting. To analyze consumers' behaviors at minor league hockey sporting events, qualitative and quantitative data were collected from 16 participants. The qualitative data related to the patterns and observations of consumers' visual attention behaviors. The quantitative data measured consumers' fixation duration, fixation frequency, explicit memory (i.e., recall and recognition), and sponsorship response. Through the utilization of a Structural Equation Model (SEM) analysis, the current study constructed a comprehensive understanding of consumers' information search processes to sponsorship signage. Results indicated that consumers' fixation frequency influences their ability to recall and recognize sponsorship information, resulting in a positive sponsorship response. The results of this study provide tangible evidence to sport and corporate marketers, indicating expected consumption outcomes based on consumers' visual attention in a natural environment. The current study highlights sponsorship strategies for marketers to increase sponsors' return on investment.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798379515669Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Return on investmentIndex Terms--Genre/Form:

542853
Electronic books.

An Eye-Tracking Investigation of Consumer's Real-Time Behaviors in Professional Minor League Hockey.
LDR:02998nmm a2200397K 4500 001 2358611
005 20230814100805.5
006 m o d
007 cr mn ---uuuuu
008 241011s2023 xx obm 000 0 eng d
020 $a 9798379515669
035 $a (MiAaPQ)AAI30488985
035 $a AAI30488985
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Romano, Alicia B. $3 3699150
245 1 3 $a An Eye-Tracking Investigation of Consumer's Real-Time Behaviors in Professional Minor League Hockey.
264 0 $c 2023
300 $a 1 online resource (124 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 84-11, Section: A.
500 $a Includes supplementary digital materials.
500 $a Advisor: Morse, Alan.
502 $a Thesis (Ph.D.)--University of Northern Colorado, 2023.
504 $a Includes bibliographical references
520 $a Minor league hockey provides a unique setting to investigate consumers' marketing-controlled activities in a natural environment. Consumers' visual attention to sponsorship information has been shown to influence their explicit memory of sponsor brands and their purchase intentions. The current research builds on the sponsorship information processing framework of previous scholars by examining consumers' real-time behaviors to sponsorship information in a natural setting. To analyze consumers' behaviors at minor league hockey sporting events, qualitative and quantitative data were collected from 16 participants. The qualitative data related to the patterns and observations of consumers' visual attention behaviors. The quantitative data measured consumers' fixation duration, fixation frequency, explicit memory (i.e., recall and recognition), and sponsorship response. Through the utilization of a Structural Equation Model (SEM) analysis, the current study constructed a comprehensive understanding of consumers' information search processes to sponsorship signage. Results indicated that consumers' fixation frequency influences their ability to recall and recognize sponsorship information, resulting in a positive sponsorship response. The results of this study provide tangible evidence to sport and corporate marketers, indicating expected consumption outcomes based on consumers' visual attention in a natural environment. The current study highlights sponsorship strategies for marketers to increase sponsors' return on investment.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2023
538 $a Mode of access: World Wide Web
650 4 $a Sports management. $3 3423935
653 $a Return on investment
653 $a Information processing framework
653 $a Fixation frequency
653 $a League Hockey
655 7 $a Electronic books. $2 lcsh $3 542853
690 $a 0430
690 $a 0310
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 783688
710 2 $a University of Northern Colorado. $b Sport & Exercise Science. $3 1669326
773 0 $t Dissertations Abstracts International $g 84-11A.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30488985 $z click for full text (PQDT)