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Dissertation/Thesis Abstract

The impact of smart device's interactivity on customer activity in the sports industry
by Kim, Dae Eun, M.S., Arkansas State University, 2014, 102; 1565044
Abstract (Summary)

The purpose of this study is to investigate the impact of smart device's interactivity on customer value co-creation in the sports industry through bridging social capital and collective efficacy. A total of 262 students participated in the study, and a structural equation modeling (SEM) was carried out to measures the relationship between variables in the conceptual model. The results revealed that interactivity consisting of user control, responsiveness, and synchronicity had a significant impact on bridging social capital. In addition, both technological interactivity and bridging social capital were positively associated with collective efficacy. Lastly, collective efficacy had a positive influence on co-creation value, but bridging social capital did not appear to directly affect co-creation value. Based on these results, this study suggests the need to take advantage of new platforms that can build value co-creation with customers in the rapidly changing marketing environment.

Indexing (document details)
Advisor: Benavides Espinoza, Claudia
Commitee: Adams, Tom, Bryant, Lance, LaVetter, David
School: Arkansas State University
Department: Exercise Science
School Location: United States -- Arkansas
Source: MAI 53/06M(E), Masters Abstracts International
Subjects: Sports Management
Keywords: Bridging social capital, Co-creation value, Collective efficacy, Interactivity, Smart device
Publication Number: 1565044
ISBN: 978-1-321-18993-3
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