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題名：Validating the Motives Scale in a Spectator Sports Event
書刊名：臺灣體育運動管理學報
作者：陳成業 引用關係／林彥光
作者(外文)：Chen, Chen-yueh／Lin, Yen-kuang
出版日期：2012
卷期：12:2
頁次：頁131-147
主題關鍵詞：動機；運動賽會；意圖；驗證性因素分析；Motivation；Sports event；Intention；Confirmatory factor analysis
原始連結：連回原系統網址new window
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  • 點閱點閱:22
本研究目的乃是驗證SPEED動機量表是否適用於臺灣的觀賞性運動賽會。此外，本研究也探討SPEED動機構面是否可以預測消費者對於觀賞性運動賽會的參與意圖。本研究使用網路問卷進行資料蒐集，共回收724份有效問卷。本研究使用驗性因素分析進行資料分析。實證分析結果顯示，SPEED動機量表適用於臺灣的情境。此外，相較於相關文獻，本研究SPEED動機量表構面解釋消費者參與運動賽會意圖之變異量達37%，顯示具有良好的解釋量。SPEED動機量表構面中，社交因素、興奮因素與多樣性因素為參與運動賽會意圖的正向解釋因子；表現因素與自尊因素則呈現不顯著。本研究亦提供管理意涵。
We empirically examined the SPEED motives scale to measure a person’s intention to attend spectator sports events using a Taiwanese sample, and explored if the SPEED predicts consumers’ attendance intention in spectator sports events. We used an Internet-based survey for data collection, and collected 724 valid questionnaires. We used confirmatory factor analysis (CFA) for data analysis. The empirical analysis confirms the psychometric properties of the SPEED scale in the Taiwanese context. The SPEED scale also provides an explanation of the 37% variability in the intention to attend spectator sports events, indicating superior explanatory validity over previous research. Socialization, excitement, and diversion are significant predictors for a person’s intention to attend spectator events, whereas performance and esteem are not. Our study also provides managerial implications.
期刊論文
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19.Ross, S. D.(2007)。Segmenting sport fans using brand associations: A cluster analysis。Sport Marketing Quarterly，16(1)，15-24。  new window
20.Funk, D. C.、James, J. D.(2006)。Consumer Loyalty: The Meaning of Attachment in The Development of Sport Team Allegiance。Journal of Sport Management，20(2)，189-217。  new window
21.Kwon, H. H.、Trail, G. T.、James, J. D.(2007)。The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel。Journal of Sport Management，21(4)，540-554。  new window
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圖書
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5.Funk, D. C.(2008)。Consumer behavior in sport and events: Marketing action。Burlington, MA：Elsevier。  new window
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