頁籤選單縮合
題 名 | Development of the International Sports Event Viewers' Sponsor Psychological Dimension Scale |
---|---|
作 者 | Yen, Chun-chang; Sung, Meng-yuan; Chang, Chih-ching; Lin, Shiv-ching; Lee, Yu-cheng; | 書刊名 | Academy of Taiwan Business Management Review |
卷 期 | 6:4 2010.12[民99.12] |
頁 次 | 頁166-180 |
分類號 | 993.29 |
關鍵詞 | Lifestyle; Behavior decision; World games; Sports event sponsor; |
語 文 | 英文(English) |
英文摘要 | This study constructed the sponsor’s psychological dimension model of international sports event viewers with lifestyle-related theories to develop an effective and reliable scale.With the onsite viewers of the opening and closing ceremonies of the World Games Kaohsiung 2009 as the population, a total of 524 valid copies of the questionnaire were recovered. The results of data analysis with confirmatory factor analysis (CFA) in the structural equation model (SEM) show that the scale developed is a correlated factors model. It has good internal reliability consistency and construct validity. A further analysis with the item response theory (IRT) also shows that the survey has good reliability and validity and the distribution of item parameters and respondent’s psychological dimension fits well. Therefore, the results of this study show that the viewer’s sport appreciation style scale is a first-order, multi-factor model containing 11 factors. These factors include self style, lifestyle, social style, perfectionism style, brand awareness style, novelty and fashion awareness style, leisure enjoying style, social interactive style, image perception, buying intent and perceptive preference. |
本系統中英文摘要資訊取自各篇刊載內容。