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題 名 | 非營利組織對於運動贊助行為認知量表之編制研究=Development of a Scale for the Valuation of Nonprofit Organization towards Behavior of Sport Sponsorship |
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作 者 | 陳鴻雁; 羅旭壯; | 書刊名 | 體育學報 |
卷 期 | 31 2001.09[民90.09] |
頁 次 | 頁249-258 |
分類號 | 993.29 |
關鍵詞 | 非營利組織; 運動贊助; 贊助行為; 認知量表; 效度; 信度; Nonprofit organization; Sport sponsorship; Behavior of sponsorship; A scale for the valuation; Validity; Reliability; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以運動贊助行為的分析為基礎,期能找出贊助行為的建構要素,據而編制 一份適合國內情境之評量工具。共計有 86 位受測者接受本次的調查,所使用的調查工具乃 研究者自編的一份包含 65 項描述贊助行為情形陳述的問卷。就現有文獻的蒐集分析、透過 訪談以及對相關人員進行調查所得資料,經項目分析、因素分析與信、效度建立等步驟,結 果顯示運動贊助行為可由五個主要構面所組成,包含「組織的特性與條件」、「倡導全民運 動的風潮」、「創造雙贏的機會」、「建立良好的組織形象」和「重視運動行銷組合」,各 構面所含項目依序為 8、7、4、4 和 6 項, 所能解釋總變異量的情形分別為 22.797 %、 10.657 %、7.144 %、5.923 %以及 5.120 %。就效度而言,項目辨別力分析顯示最後所 選定的 29 個項目,其辨別力介於 3.36 與 5.45 之間。以內部凝聚性檢驗法,來驗證本量 表建構效度之高低,結果顯示相關值介於.522 與.769 之間,傾向於測量同一心理建構,具 建構效度。在量表的信度方面,得各分量表之 Cronbach α值介於.5656 與.8766 之間,均 達顯著水準。 |
英文摘要 | The purpose of this study was to develop a scale for the evaluation of nonprofit organization towards behavior of sport sponsorship. A total of 86 objects were involved. They were asked to respond to a scale containing 65 items describing behavior of sponsorship. The collected data were factor analyzed. Of the several solutions extracting different numbers of factors, a five-factor solution was found to be the most meaningful. The factors were labeled "The characteristic and condition of organizations", "To promote all sports agitation", "To create opportunities of twin-win", "To establish good organizational images" and "To value sport marketing mix", which accounted for 22.797%, 10.657%, 7.144%, 5.923% and 5.120% of the total variance, respectively. The discrimination powers of the 29 items remaining in the final scale were between 3.36 and 5.45. The correlation coefficients of subscales with the scale were from.522 to.769 indicating that the construct measured was consistent throughout the scale. Cronbach's alpha was calculated for each subscale. The internal consistency coefficients ranged from.5656 to.8766. |
本系統中英文摘要資訊取自各篇刊載內容。