Development and psychometric evaluation of sport stadium atmosphere scale in spectator sport events

The effect of store atmosphere on consumer behavior has been extensively examined. However, literature investigating sport stadium atmosphere (SSA) in spectator sporting events remains limited. This research aims to develop a SSA scale in order to measure the elements that contribute to SSA in spectator sporting events. This research is accomplished through three studies. Study I generates scale items while Study II and Study III refine, confirm, and cross-validate the scale. The results indicate that the one-factor second-ordered model with 10 subdimensions is the best-fit model. Furthermore, SSA positively influences intention to attend spectator sporting events both directly and indirectly through satisfaction. Additionally, this research uses the SSA scale to segment sport spectators. Finally, both theoretical and practical implications are provided.