{"id":{"repo_id":"regina","oai_identifier":"oai:uregina.scholaris.ca:10294/5837"},"canonical_url":"https://search.dev.ndltd.org/etd/regina/oai:uregina.scholaris.ca:10294/5837","repository":{"repo_id":"regina","name":"University of Regina","base_url":"https://uregina.scholaris.ca/server/oai/request"},"display":{"title":"Application of Investment Theory to Sport Consumers: Predicting Intention to Continue or Reduce Commitment","abstract":"The purpose of the present investigation is to use the Investment Model to better understand the intention to continue or reduce commitment to a sports team. The study will examine the nature of the relationships between satisfaction, investment, quality of alternatives on commitment and the subsequent intention to continue in the relationship by taking on a comparative analysis of major works, and applying Investment theory to sport consumers. Development of a newly proposed Sport Commitment Model will provide insight into the underlying psychological processes with regards to the intention to continue or reduce commitment to a professional sports team, the Saskatchewan Roughriders of the Canadian Football League (CFL). Instrument development will involve the use of previously validated and reliable scales, specifically the Psychological Commitment to Team (PCT) scale (Mahony, Madrigal, & Howard, 2000) and the Investment Model scale (Rusbult, Martz, & Agnew, 1998). The analysis indicated that reduced commitment is associated with low scores on scale items measuring both behavioural and attitudinal loyalty as well as satisfaction and investment constructs, and higher scores on items measuring the quality of alternatives. Based on these findings, sport marketers can target marketing strategies by assessing differing levels of commitment to a team. This framework is useful in assessing the impact of past and current promotional efforts by moving beyond accepting the loss of consumers. Research conducted in this context will shed light on a different type of consumer, and the effect this type of consumption has on the sport industry as a whole.","abstract_html":"The purpose of the present investigation is to use the Investment Model to better understand the intention to continue or reduce commitment to a sports team. The study will examine the nature of the relationships between satisfaction, investment, quality of alternatives on commitment and the subsequent intention to continue in the relationship by taking on a comparative analysis of major works, and applying Investment theory to sport consumers. Development of a newly proposed Sport Commitment Model will provide insight into the underlying psychological processes with regards to the intention to continue or reduce commitment to a professional sports team, the Saskatchewan Roughriders of the Canadian Football League (CFL). Instrument development will involve the use of previously validated and reliable scales, specifically the Psychological Commitment to Team (PCT) scale (Mahony, Madrigal, & Howard, 2000) and the Investment Model scale (Rusbult, Martz, & Agnew, 1998). The analysis indicated that reduced commitment is associated with low scores on scale items measuring both behavioural and attitudinal loyalty as well as satisfaction and investment constructs, and higher scores on items measuring the quality of alternatives. Based on these findings, sport marketers can target marketing strategies by assessing differing levels of commitment to a team. This framework is useful in assessing the impact of past and current promotional efforts by moving beyond accepting the loss of consumers. Research conducted in this context will shed light on a different type of consumer, and the effect this type of consumption has on the sport industry as a whole.","abstract_has_math":false,"creators":["Jackle, Sandra Ann"],"institution":"Faculty of Graduate Studies and Research, University of Regina","degree_name":"Master of Science (MSc)","degree_level":"Master's","degree_discipline":"Kinesiology and Health Studies","degree_department":null,"school":null,"contributors":[],"advisors":["Riemer, Harold"],"committee_chairs":[],"committee_members":["Hoeber, Larena","Dorsch, Kim"],"year":2014,"date_issued":"2014-11","date_published":"2014-11","updated_at":"2026-07-24T04:03:41Z","subjects":[],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier.doi","label":"DOI","values":["https://doi.org/10.82465/4653"],"render_values":[{"text":"https://doi.org/10.82465/4653","href":"https://doi.org/10.82465/4653","code":true}]}]},"links":{"outbound_url":"https://hdl.handle.net/10294/5837","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Riemer, Harold"]},{"key":"dc:contributor.committeemember","label":"Committee Member","values":["Hoeber, Larena","Dorsch, Kim"]},{"key":"dc:creator","label":"Author","values":["Jackle, Sandra Ann"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2015-07-22T17:27:50Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2015-07-22T17:27:50Z"]},{"key":"dc:date.issued","label":"Date","values":["2014-11"]},{"key":"dc:publisher","label":"Institution","values":["Faculty of Graduate Studies and Research, University of Regina"]},{"key":"dc:type","label":"Dc Type","values":["master thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Kinesiology and Health Studies"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Master's"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Science (MSc)"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Faculty of Graduate Studies and Research, University of Regina"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.doi","label":"DOI","values":["https://doi.org/10.82465/4653"]},{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/10294/5837"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["A Thesis Submitted to the Faculty of Graduate Studies and Research In Partial Fulfillment of the Requirements for the Degree of Master of Science in Kinesiology & Health Studies, University of Regina. v, 77 p."]},{"key":"dc:description.abstract","label":"Abstract","values":["The purpose of the present investigation is to use the Investment Model to better understand the intention to continue or reduce commitment to a sports team. The study will examine the nature of the relationships between satisfaction, investment, quality of alternatives on commitment and the subsequent intention to continue in the relationship by taking on a comparative analysis of major works, and applying Investment theory to sport consumers. Development of a newly proposed Sport Commitment Model will provide insight into the underlying psychological processes with regards to the intention to continue or reduce commitment to a professional sports team, the Saskatchewan Roughriders of the Canadian Football League (CFL). Instrument development will involve the use of previously validated and reliable scales, specifically the Psychological Commitment to Team (PCT) scale (Mahony, Madrigal, & Howard, 2000) and the Investment Model scale (Rusbult, Martz, & Agnew, 1998). The analysis indicated that reduced commitment is associated with low scores on scale items measuring both behavioural and attitudinal loyalty as well as satisfaction and investment constructs, and higher scores on items measuring the quality of alternatives. Based on these findings, sport marketers can target marketing strategies by assessing differing levels of commitment to a team. This framework is useful in assessing the impact of past and current promotional efforts by moving beyond accepting the loss of consumers. Research conducted in this context will shed light on a different type of consumer, and the effect this type of consumption has on the sport industry as a whole."]},{"key":"dc:title","label":"Title","values":["Application of Investment Theory to Sport Consumers: Predicting Intention to Continue or Reduce Commitment"]}]}],"canonical_facts":{"dc:contributor.advisor":["Riemer, Harold"],"dc:contributor.committeemember":["Hoeber, Larena","Dorsch, Kim"],"dc:creator":["Jackle, Sandra Ann"],"dc:date.accessioned":["2015-07-22T17:27:50Z"],"dc:date.available":["2015-07-22T17:27:50Z"],"dc:date.issued":["2014-11"],"dc:description":["A Thesis Submitted to the Faculty of Graduate Studies and Research In Partial Fulfillment of the Requirements for the Degree of Master of Science in Kinesiology & Health Studies, University of Regina. v, 77 p."],"dc:description.abstract":["The purpose of the present investigation is to use the Investment Model to better understand the intention to continue or reduce commitment to a sports team. The study will examine the nature of the relationships between satisfaction, investment, quality of alternatives on commitment and the subsequent intention to continue in the relationship by taking on a comparative analysis of major works, and applying Investment theory to sport consumers. Development of a newly proposed Sport Commitment Model will provide insight into the underlying psychological processes with regards to the intention to continue or reduce commitment to a professional sports team, the Saskatchewan Roughriders of the Canadian Football League (CFL). Instrument development will involve the use of previously validated and reliable scales, specifically the Psychological Commitment to Team (PCT) scale (Mahony, Madrigal, & Howard, 2000) and the Investment Model scale (Rusbult, Martz, & Agnew, 1998). The analysis indicated that reduced commitment is associated with low scores on scale items measuring both behavioural and attitudinal loyalty as well as satisfaction and investment constructs, and higher scores on items measuring the quality of alternatives. Based on these findings, sport marketers can target marketing strategies by assessing differing levels of commitment to a team. This framework is useful in assessing the impact of past and current promotional efforts by moving beyond accepting the loss of consumers. Research conducted in this context will shed light on a different type of consumer, and the effect this type of consumption has on the sport industry as a whole."],"dc:identifier.doi":["https://doi.org/10.82465/4653"],"dc:identifier.uri":["https://hdl.handle.net/10294/5837"],"dc:language.iso":["en"],"dc:publisher":["Faculty of Graduate Studies and Research, University of Regina"],"dc:title":["Application of Investment Theory to Sport Consumers: Predicting Intention to Continue or Reduce Commitment"],"dc:type":["master thesis"],"thesis:degree_discipline":["Kinesiology and Health Studies"],"thesis:degree_level":["Master's"],"thesis:degree_name":["Master of Science (MSc)"],"thesis:institution_name":["Faculty of Graduate Studies and Research, University of Regina"]},"updated_at":"2026-07-24T04:03:41Z"}