Validation and Reliability of Word of Mouth Scale in Sport

This study aims to determine questionnaire standardize (validity and reliability) of word of mouth advertising in sport. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. The sample consisted of 194 individuals according to the criterion of sample size for Factor Analysis (21 questioners). Measurement Instrument was of word of mouth advertising Jung (2007) included 6 subscales (Tie strength, Sender s expertise, Receivers expertise, Receivers risk perception, Reference group and actively sought by congruence). Using a three-step questionnaire and then for content validity of questionnaire was accepted after translating by 10 professors of sport management and specialists. Statistical methods were discretional indexes for describing data, Cronbach`s alpha and Composite Reliability for determining validity, analysis of an accepting factor to determine the validity. Results of the questionnaire showed acceptable reliability components (α, CR>.7). reliability for word of mouth advertising questionnaire. All factors had a significant relationship with concept word of mouth advertising in reliability of Structure, the amount of relationship and T-value. X2/df=1.31, RMSEA=0.040 indexes and CFI=0.99, IFI=0.99, NFI=0.95, AGFI=0.90 and GFI=0.94 also confirmed appropriateness of models.