不同運動品牌族群大學生在運動品牌形象認知測量恆等性之研究

The Research of Measurement Invariance of Brand Image Scale on Different Groups of Athletic Brands

徐茂洲(Mao-Chou Hsu)

《休閒觀光與運動健康學報》 3卷1期 (2012/09) Pp. 84-109

https://doi.org/10.29504/JLTSH.201209.0005

摘要

本研究探討大學生在「運動品牌形象」量表的衡等性。本研究有效樣本共255份，以SPSS12.0與AMOS19.0進行描述性統計與結構方程模式分析，研究結果發現：一、本研究模式期望共變異數矩陣與樣本共變異數矩陣無差異，二、多群組分析檢驗不同運動品牌族群之測量模式、結構共變數模式、測量誤差恆等性，結果發現皆無顯著差異。結果支持Park, Jaworski and MacInnis（1986）提出的理論架構，此依量表具有三因素：功能性、象徵性、經驗性，此因素不論是NIKE、Adidas、Mizuno族群皆可適用。因此「運動品牌形象認知量表」是一份可實行的（viable）以及可推廣的測量工具。

關鍵字

運動品牌 ； 結構方程模式 ； 多群組分析

並列摘要

The research was to the measurement invariance of Brand Image Scale between difference athletics brands group 255 effective samples were collected for descriptive statistical analysis with SPSS12.0 and SEM analysis with Amos19.0.The study results found (1) There has been no variance between the covariance matrix and sample covariance matrix. (2) Multiple-group analysis that male and female audiences evaluated their model, and relative comparison showed no significant difference in measurement weight, structural covariances, measurement residuals. The results supported the theoretical structure proposed by Park, Jaworski and MacInnis (1986), which indicated that were three factors in this scale: functional, symbolic, experiential, this factor structure was suitable for Nike, Adidas, Mizuno athletics brands group. Therefore sport brand image scale seemed to be a viable instrument of measurement in this study.

並列關鍵字

Athletics brands ； Structural equation modeling (SEM) ； Multiplegroup analysis