運動觀賞休閒體驗模型建構和初步驗證

Construction and Initial Confirmation of Watching Sports Experience Model

高立學(Li-Shiue Gau) ； 董昀(Yun Dung)

《全球科技管理與教育期刊》 5卷2期 (2016/09) Pp. 32-44

https://doi.org/10.6617/GTME.2016.5.2.32

摘要

本研究根據Pine II and Gilmore (1999, 2011) 體驗經濟4E 模型和Schmitt(1999, 2010) 體驗行銷，和其他休閒體驗相關理論，建構運動觀賞休閒體驗模型並進行初步驗證。運動觀賞休閒體驗模型包含六個構面：娛樂、逃離、教育、美學、自尊、社交。每個構面各三個題項，採用七點尺度，從「7=非常同意」到「1=非常不同意」。研究對象以大學生為主，來自大學「體驗教育」課程學生、西洋劍課的學生、和直排輪社團的大學生，共86 人。每人觀賞四段影片（高低空繩索體驗、網球、西洋劍、直排輪），觀賞完後，填寫問卷，針對四段影片各別回答六種體驗。探索性因素分析結果顯示，所有題項皆落在預期的構面，顯示量表模型的鑒別效度。所有構面的內部一致性皆高於推薦值0.70，顯示量表模型的信度。有關不同影片不同體驗的比較分析，也符合觀賞運動相關概念的合理解釋，提供量表模型的學說效度 (nomological validity)。以未來從事該項運動的意願，進行量表模型「預測效度」的檢視，各構面與從事意願為高相關，顯示本量表模型符合預測效度。

關鍵字

體驗 ； 觀賞運動 ； 休閒體驗 ； 體驗經濟 ； 體驗行銷

並列摘要

Based on Pine II and Gilmore (1999, 2011) experience economy 4E model, Schmitt (1999, 2010) experiential marketing and other leisure experience theories, this study constructed a watching sports experience model. This model includes six dimensions: entertainment, escape, education, aesthetics, self-esteem and sociability. Each dimension has three items using a seven-point scale, ranging from ＂7 = strongly agree＂ to ＂1 = strongly disagree＂. Participants were 86 college students, recruited from courses of experience education and fencing and from a sports club of in line skates. After watching four short films about high rope experience, tennis, fencing, in line skates, participants answered a questionnaire about six types of experiences in watching each of the four films. Exploratory factor analysis showed that all items fell on the expected factors, indicating the model met the discriminant validity. The internal consistency of all dimensions was higher than the recommended value of 0.70, indicating the model met the reliability. The comparative analysis of the different experiences of different films is also in line with the reasonable explanation of the concepts related to spectator sports, providing the nomological validity of the model. The relationships between each dimension and the willingness to engage in the watched sport were high, showing the model met the predictive validity.

並列關鍵字

Experience ； Spectator Sport ； Leisure Experience ； Experience Economy ； Experiential Marketing