職業運動網站線上消費者動機量表之發展：以探索性及驗證性因素分析觀點

Development of the Motivation Scale for Professional Sport Online Consumption: Analyzing the Viewpoint by Exploratory Factor and Confirmatory Factor Analysis

10.29423/JSRR.200809_3(1).0001

蘇士博(Shih-Po Su)

量表發展 ； 探索性因素分析 ； 驗證性因素分析 ； 線上消費者動機 ； development of scale ； exploratory factor analysis ； confirmatory factor analysis ； motivation of online consumption

運動與遊憩研究

3卷1期（2008 / 09 / 01）

1 - 19

繁體中文

目的：本研究旨在驗證Seo and Green (2008)所發展之「運動網站線上消費者動機量表(MSSOC)」，的信度及效度情形，並將研究結果提供衡量臺灣職業運動網站線上消費者動機時之參考。方法：本研究共分爲兩個階段，包含二組樣本，第一組樣本共計300人，以探索性因素分析了解因素結構及區別效度等情形，第二組樣本共計390人，利用驗證性因素分析考驗該量表個別觀察變項的信度及潛在變項之組合信度、聚合效度等部分是否與理論相契合，本研究透過問卷調查法，以立意取樣的方式收集研究樣本，以臺灣中部地區的大學生曾經在職業運動網站線上消費，作爲本研究的施測對象。結果：本研究經實證發現，運動網站線上消費者動機量表，具有不錯的信度及效度，是一個相當符合實證研究的一個測量模式。結論：後續國內有關職業運動網站線上消費者動機的研究，可參酌本量表進行相關的實證性研究。

Purpose: This research aims at confirming 「the conditions of reliability and validity of the development of the motivation scale for sport online consumption」by Seo and Green (2008), and providing the result of research as the references for measuring the motivation scale for professional sport online consumption in Taiwan. Method: This research is divided into two stages altogether, including two groups of samples. The sample of the 1st group amounts to 300 people, understanding the conditions of factor structure and convergent validity through exploratory factor analysis. The sample of the 2nd group amounts to 390 people, testing whether the scale of reliability of individual observed variables、composite reliability of latent variables and convergent validity agree with the theory by using confirmatory factor analysis. The tool of the research is questionnaire, and the samples are collected by way of judgment sampling. The research objects are students in Central Taiwan, who have consumed on the professional sport online. Result: This research is found by the real examples, that the motivation scale for professional sport online consumption possesses reliability and validity and also is a way of measuring that accords considerably with positive researches. Conclusion: Those who are making the research about the motivation for professional sport online consumption at home in the future can consult this scale to carry out the relevant research.

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