VALUE DIMENSIONS OF PROFESSIONAL SPORT AS VIEWED BY SPECTATORS
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Abstract
This study examined the value dimensions of professional sport to the community as perceived by the spectators. Three stages were conducted: (a) formulation of the Community Impact Scale (CIS), (b) test of measurement properties, and (c) application of the scale. The initial scale was formulated by identifying 70 value areas of professional sport through a literature review. Each was phrased into bipolar statements using a blend of semantic differential and Likert-type 5-point scales. Five professors tested the content validity. A random sample of professional sport spectators (N = 224) participated in testing and applying the scale. Construct validity was tested through a factor analysis. Eight factors with 45 items were determined. The resolved scale displayed acceptable internal consistency. An application of the CIS revealed that 5 demographic variables (age, socioeconomic status, ethnicity, education, and occupation) affect the perceptions of spectators on the community value of professional sport.