Conceptual Analysis Model

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As mentioned earlier, the measurement model must be identified prior to model testing and only one item is linked to a factor. Figure 1 shows the measurement model.
The constructs used in the CFA model are the same constructs presented in the previous section (Theory questions): attitude, anticipated emotion, subjective norms, group norms, perceived behavioral control, past game and service satisfaction, fan engagement, team identity, fan community identity, desires, and behavioral intentions. Each of the constructs will be measured with scales that have been used and validated in the previous studies.
For CFA assessing the model fit is important. When model fit is not satisfactory, this means that the measurement model does not represent
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Construct validity is examined through both convergent validity and discriminant validity. Convergent validity will be established by examining average variance extracted (AVE) values (>.5; Hair et al., 2009). Composite reliability (CR) will be calculated to assess the construct level reliability. Discriminant validity will examine the degree of discriminant level among the factors to make sure that each factor is not measuring the same factor. This is accomplished using the square of the coefficient smaller than AVE, which represents its correlation with other constructs (Fornell & Larcker, 1981). Furthermore, the reliability of the factors and the observed variables will be examined by Cronbach’s alpha (>.7; Nunnally, …show more content…
Hence, measurement of the observed variables are perfect, meaning normality of residuals, equality of the variance, independency of the error terms, and linearity are met (Bollen & Jackman, 1990). So the constructs or variables that are measured using the multiple regression method should be relatively clear. For example, Haumann et al. (2014), in their study, used 20 control variables to get more accurate effects of the variables in the model by controlling the excluded (from the model) variables’ influence on loyalty and

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