觀賞性運動賽事服務品質量表發展與驗證

目的：本研究的目的在依循學者的見解，擴大賽事的服務品質範疇，以一系列嚴謹的調查與分析流程來發展「觀賞性運動賽事服務品質量表」。方法：本研究為三階段，第一階段為題項產生，除從觀賞性賽事服務品質的相關文獻彙整出適合的範疇與題項外，也請求5位專家進行題項審視與修正；第二階段為純化測量，以124名樣本之資料進行探索性因素分析和項目分析；第三階段為量表驗證，除以226名測定樣本進行驗證性因素分析，亦透過另外的225名效度樣本來評估模式的穩定性。結果：第一階段依據專家之意見修正，計獲得26個初稿題項；第二階段純化測量後刪除2個題項，剩餘的24個題項經探索性因素分析獲得6個因素；第三階段的驗證性因素分析顯示2個二階的觀賞性運動賽事服務品質模式適合度在可接受的範圍內，量表的信、效度指標良好，透過複核效化亦發現模式具有穩定性。結論：歷經三階段的調查分析，本研究確認涵蓋核心與週邊範疇的24個題項的觀賞性運動賽事服務品質量表，是一個可靠具良好信效度的測量工具，建議後續研究以本量表作為賽事服務診斷的工具。

關鍵字

觀賞性賽事；現場觀賞；核心品質；週邊品質

並列摘要

Objective: The purpose of this study was to follow the opinions of sports marketing scholars, broaden the scope of service quality of events, and develop and validate the "Spectator Sports Event Service Quality Scale" through a series of rigorous methodological and analytical procedures. Method: This study was divided into three stages. The first stage was to generate items by collecting suitable items from the relevant literature and inviting five experts in sport marketing, sport psychology and outdoor recreation to review and revise these items. The second stage was to purify items, mainly using data from 124 samples for exploratory factor analysis (EFA) and item analysis. The third stage was to validate the scale by carrying out confirmatory factor analysis (CFA) with 226 samples to obtain scale reliability and validity. In addition, cross-validation was employed with an additional 225 samples to evaluate the model stability. Results: First, 26 items were obtained based on experts’ opinions. In the second stage, two items were removed, and the remaining 24 items were structured into six factors by EFA. Finally, the CFA supported the two second-order models with an adequate fit to the data. The scale showed acceptable validity and reliability, and the cross-validation process affirmed its stability. Conclusion: After a three-stage examination, this study confirms that the 24-item spectator sports event service quality scale, which covers core and peripheral categories, with appropriate reliability, validity, and stability, making it a reliable research tool. In the future, this scale could be employed by practitioners to evaluate the service quality of sports events.

並列關鍵字

Spectator events ； Attendance ； Core quality ； Peripheral quality

參考文獻

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