球隊認同、購買價值與美國職業冰球聯盟（NHL）周邊商品購買意圖之競爭模式研究

A Study on Competing Models for the Relationships among Team Identification, Purchase Value and Purchase Intention of the National Hockey League (NHL) Accessory Products

李居旺(Jyu-Wang Li) ； 王建興(Chien-Hsin Wang) ； 聶喬齡(Chiao-Lin Nien)

《臺灣運動心理學報》 19期 (2011/11) Pp. 49-67

https://doi.org/10.6497/BSEPT.20111101_(19).0003

摘要

目的：以臺北地區之冰上曲棍球球員購買美國職業冰球聯盟（NHL）周邊商品為研究標的，探討三個競爭模式（直接效果、部分中介與完全中介模式），並藉以驗證NHL球隊認同、周邊商品購買價值與購買意圖等變項之潛在關係。方法：參酌陳祺富（2010）校譯之「中華職棒現場球迷周邊商品消費行為調查問卷」，依研究目的編修為「冰球球員NHL周邊商品消費行為調查問卷」，於2011年3月5、12日在臺北小巨蛋冰上樂園針對現場109位冰球球員進行問卷發放 （平均年齡19.71歲，標準差1.38歲）。結果：經結構方程模式分析後結果發現：（一）完全中介模式最能解釋球隊認同、購買價值與購買意圖變數間之關係；（二）完全中介模式各變項之潛在關係中，「購買價值」正向影響「購買意圖」；「球隊認同」正向影響「購買價值」。建議國內冰球組織強化周邊商品之象徵意義與功能屬性，增進購買意圖，並擬訂行銷策略提升球隊認同，藉以提升周邊商品之購買價值。研究者除對結果進行深入討論外，並將對未來研究提出具體建議。

關鍵字

競爭模式 ； 周邊商品 ； 冰上曲棍球

並列摘要

Purpose: This study was to investigate which model (among the direct effect model, partially mediating model and fully mediating model) could best explain the relationships among team identification, purchase value and purchase intention of the National Hockey League (NHL) accessory products. Method: The questionnaire was derived and modified from Chen's (2010) instrument and compiled research. Systematic sampling was utilized to recruit 109 ice hockey players (mean age=20.11 years old, SD=1.54) in Taipei Arena during March, 2011. Results: Using Structural Equation Modeling to analyze the data, the results revealed that the fully mediating model was the best fitting model and could best explain the relationships among team identification, purchase value and purchase intention. In the fully mediating model, team identification was found to positively influence perceived value; yet, non-significant relationship was found between team identification and purchase intention. Conclusion: Based on the results, it is suggested that the national ice hockey promoters may improve marketing strategies to enhance consumer team identification, purchase value and purchase intentions. Recommendations for future research were further provided in the discussion.

並列關鍵字

competing models ； accessory products ； ice hockey

參考文獻

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