This study investigated the cognitive structure of sport website quality constructs by comparing a bifactor model (a.k.a., a general-specific model) to a second-order model. The models are two alternative approaches for representing general constructs consisting of several highly related but distinct domains. In addition, the link between sport website quality and the revisitation and media consumption intentions was empirically tested. Data (N = 272) were collected through an online survey, and the majority of respondents were men (66.3%) between 21 and 30 years old (63.0%). The bifactor and second-order models of sport website quality were also assessed and compared, and a simultaneous equation modeling analysis was used. The bifactor model fit the data significantly better than the second-order model, indicating that the five sub-constructs revealed both the specific dimensions of sport website quality and the holistic nature of sport website quality. Results from the simultaneous equation model indicated that sport website quality explained 70.2% of the variance in revisitation and 58.7% of intention to consume sports media.
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