應用競爭模式分析於小型賽會贊助效益量表之編製

Applications of Competition Model Analysis on the Development of the Sponsorship Effectiveness Scale of Small-scale Sport Events

楊欽城(Chin-Cheng Yang) ； 徐志輝(Chih-Hui Hsu) ； 姚凱薰(Kai-Hsun Yao) ； 林志偉(Chih-Wei Lin)

《智慧科技與應用統計學報》 12卷1期 (2014/06) Pp. 1-20

摘要

本研究旨在應用競爭模式選擇企業品牌贊助小型賽會贊助效益量表之最佳模式，以立意抽樣方式對2012年朝陽盃賽會參與者進行調查，有效回收329份，再以驗證性因素分析本量表之信效度。研究結果為：1.小型賽會贊助效益可分為賽會認同、企業形象知名度、企業認同與購買意願等四個因素，並以多因素斜交模式配適度為最佳。2.本量表具良好之項目信度、組合信度、收斂效度、區別效度及交叉效度，顯示量表具有一致性、穩定性及恆等性。本研究發現，賽會參與者感受到賽會認同感最高，企業形象知名度次之，顯示小型賽會贊助效益是可以被測量的，並以四個相關之因素存在。未來研究建議可針對不同類型的運動賽事進行研究，以擴充本量表之適用性。

關鍵字

賽會認同 ； 企業形象知名度 ； 企業認同 ； 購買意願

並列摘要

The purpose of the study aimed to apply the competition model analysis to choose the best model for the sponsoring efficiency scale of the enterprise sponsored small-scale sport events. Following the purposive sampling method to take the 2012 Chaoyang Cup participants as samples, and 329 were recovered. Then the confirmatory factor analysis was used to analyze the reliability and validity of the scale. The results after the statistical analysis showed: 1. The factors of the small-scale sport events sponsoring efficiency could be divided into four dimensions: tournament identification, enterprise image recognition, enterprise identity and purchasing willingness. The correlated factors model showed the best goodness of fit. 2. The scale showed good individual item reliability, composite reliability, convergent validity, discriminant validity and cross validity, indicating the scale was stable and invariant. This study found that the tournament participants showed the tournament identification was the strongest, followed by the enterprise image recognition. This result showed the sponsoring efficiency of the small-scale sport events could be measured. For future researches, the study on various types of sport tournaments could be done to expand the applicability of this scale.

並列關鍵字

tournament identification ； enterprise image recognition ； enterprise identity ； purchasing willingness