SBL超級籃球聯賽廣告效益實證之研究

A Study of Framework Developing in Super Basketball League Advertising Effect

黃恆祥(Heng-Hsiang Huang)

《運動休閒管理學報》 3卷2期 (2006/12) Pp. 19-31

https://doi.org/10.6214/JSRM.200612_3(2).0002

摘要

本研究目的運用結構方程模式建構SBL廣告效益模式，進行驗證與線性關係分析。透過理論與文獻進行因素分析發展「知名度效益」、「查詢效益」、「比較效益」與「體驗效益」因素，再進行SBL廣告效益模式建構與驗證。結果顯示假設模式卡方值(χ^2)為504.62，自由度為164，p值為.000，NCI為3.07，RMR為.055，RMSEA為.056，GFI為.89，NFI為.89，IFI為.90與CFI為.90，顯示配適度未達到接受之程度，因此進行模式修正。修正後之卡方值(χ^2)為469.80，自由度為160，p值為.000，NCI為2.93，RMR為.48，RMSEA為.49，GFI為.90，NFI為.90，IFI為.91與CFI為.91，根據結構方程模式之理論顯示修正後之評估指標數值達到可接受的標準。SBL廣告效益模式「知名度效益」、「查詢效益」、「比較效益」與「體驗效益」之間互相關聯，彼此間具有相當密切的關係存在。所以在進行廣告效益分析時，除了廣告要能夠運用圖像面積與廣告畫面鮮明易見吸引消費者的注意力強化廣告效益，也建議廣告商品可以運用比較的方式呈現給消費者，讓消費者在了解品牌知名度想要探討並在比較階段就可以吸引消費者直接進入體驗階段或是直接購買產品，使廣告效益達到預期成效。

關鍵字

SBL超級籃球聯賽、廣告效益 ； 結構方程模式

並列摘要

By using structural equation modeling, this study was aimed to develop a pattern of Super Basketball League (SBL) advertising effect in order to proceed with verification and correlation analysis. Referenced by related theories, documents, and literatures, factors in factor analysis were ”publicity effect”, ”inquiry effect”, ”comparison effect” and ”experience effect”. At the same time, the framework and verification of the SBL advertising effect model was in progress. The construct validity of the hypothesis model revealed that χ^2 was 504.62, degree of freedom was 164, p value was .000, Normalized chi-square index (NCI) was 3.07, Root mean square residual (RMR) was .055, Root mean square error of approximation (RMSEA) was .056, Goodness-of-fit index (GFI) was .89, Normed fit index (NFI) was .89, Incremental fit index (IFI) was .90 and Comparative fit index (CFI) was .90. These values of index indicated that the fit of estimates was unacceptable. Therefore, modification was needed to be done. In the modification, χ^2 was 469.80, degree of freedom was 160, p was .000, NCI was 2.93, RMR was .048, RMSEA was .049, GFI was .90, NFI was .90, IFI was .91 and CFI was .91. Based on SEM theories, the construct validity was statistical acceptable fit after modification. It was concluded in this SBL advertising effect model that four factors, i.e. ”publicity effect”, ”inquiry effect”, ”comparison effect” and ”experience effect”, had extremely close interaction and significant positive relationship with each other. The results of this research revealed that advertisement filled with vivid and arresting pictures and images not only easily attract consumers, but also enforce advertising effects. Besides, merchandise advertising can be presented in comparative ways. Through this approach, consumers are able to inquire the publicity of the brand and, in the meanwhile, compare the brand with others. If consumers have interests, they will go directly into experience stage, or make the purchase. Following that, advertising effect will be attained to expected goals.

並列關鍵字

Super Basketball League SBL ； advertising effect ； structural equation modeling SEM