Abstract:

In addition to competing with each other, sports teams must have the necessary operating income and reach a sufficient fan base in order to sustain their existence. It is known that the perceived value of these individuals, who are considered as consumers, is one of the most important factors in their loyalty to their teams. In this context, in order for sports marketers and managers to reach a strong fanbase, it is necessary to evaluate the perceived value of consumers as an effective parameter. Therefore, in this study, it is aimed to introduce the Consumers' Perceived Value of Sport Games Scale, which allows evaluating the perceived value of consumers with its multidimensional structure, to the Turkish literature. The research was carried out through analysis of Turkey 2018-2019 season Sport Toto Super League in the two sets of data received from 18 teams fans. Data were obtained from 254 participants for exploration factor analysis (EFA) and from 202 participants for confirmatory factor analysis (CFA). The EFA results showing that the factor loads of the items that load five different dimensions range from .46 to .87 and the CFA results showing that the RMSEA value is .081 and the other goodness of fit indices are among the acceptable values, showing that the structure tested in Turkish culture is consistent with the original scale. It was observed that the Cronbach alpha coefficients of the relevant sub-dimensions ranged from .83 to .89. As a result, it was understood that the measuring tool whose structure was tested was consistent with the original scale, and in line with the findings, the scale was also valid and reliable in Turkish culture.

Keywords: