職業運動品牌權益量表之發展：以顧客基礎觀點

The Development of Brand Equity Scale for Professional Sports-From Customer-Based Viewpoint

10.6214/JSRM.200906_6(1).0002

林雲燦(Yun-Tsan Lin)；張良漢(Liang-Han Chang)

職業運動 ； 品牌權益 ； 量表發展 ； 驗證性因素分析 ； professional sports ； brand equity ； scale development ； confirmatory factor analysis

運動休閒管理學報

6卷1期（2009 / 06 / 01）

15 - 25

繁體中文

本研究之職業運動品牌權益量表，係依據Keller(1993)的顧客基礎品牌權益理論，並改編Gladden and Funk(2002)品牌聯結量表及Bauer and Sauer (2005)所發展的球隊顧客基礎品質權益等量表加以修編而成。研究對象係以台灣職業棒球隊球迷進行量表的各項考驗，以項目分析及探索性因素分析進行量表的鑑別力及因素結構考驗，再透過驗證性因素分析考驗量表假設性測量模式之整體適配度及內在結構考驗。本研究之職業運動品牌權益量表共計15題，四個構念，累積解釋變異量為65.77%。經驗證性因素分析結果後發現，量表模式整體適配度良好(χ^2/df=2.76, GFI=0.92, SRMR=0.057, RMSEA=0.068, AGFI=0.89, NNFI=0.93, CFI=0.95, PNFI=0.74, PGFI=0.65)，且具有良好的組合信度與聚合效度。研究結果顯示：本研究之職業運動品牌權益量表，是一個相當符合實證研究的測量模式，後續研究者可參酌本量表進行相關的實證性研究。

The brand equity scale (BES) for professional sports is modified from the team association model developed by Gladden and Funk (2002) and BETs (brand equity model in team sport model) developed by Bauer and Sauer (2005). The respondents were the CPBL fans in Taichung stadium during September 1st to September 29th and the data surveyed was employed to test the validity and reliability of the BES by item analysis and exploratory factor analysis. In addition, confirmatory factor analysis was used to test the hypothesized model for its overall model fit, construct reliability, and convergent validity. Four dimensions with total 15 items are included in the BES and the accumulated variation explained is 65.77%. The results of the confirmatory factor analysis indicate that all indicators of the BES are well fit (χ^2/df=2.76, GFI=0.92, SRMR=0.057, RMSEA=0.068, AGFI=0.89, NNFI=0.93, CFI=0.95, PNFI=0.74, good and practical. It is needed to be generated in other fields by the researchers in the future. PGFI=0.65). In addition, the result of high construct reliability and convergent validity are also illustrated in the measurement model. The BES in this study is confirmed to be.

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