職棒球迷消費決策型態量表之編製－以統一獅球迷為例

The Development of the Professional Baseball Fans' Consumer Decision-Making Styles Scale: A study on Lion's Fans

賴志曜(Chih-Yao Lai) ； 黃芳銘(Fang-Ming Hwang)

《運動休閒管理學報》 3卷2期 (2006/12) Pp. 32-49

https://doi.org/10.6214/JSRM.200612_3(2).0003

摘要

本研究將依據各種消費者消費型態的理論來建構統一獅球迷的周邊商品消費者決策型態模式，以結構方程模式(SEM)統計方法學中的「驗證式因素分析」，對此一模式進行驗證，期能建立一套有信度及效度的統一獅球迷的消費者決策型態的量表。研究對象為親自到台南棒球場觀賞球賽的統一獅球迷，並獲得537份有效問卷。經對「多因素斜交模式」做模式內在結構適配的評鑑顯示該模式具有聚合效度、區別效度及良好的信度。因此，本研究結果顯示消費者決策型態量表的因素結構可以成立，消費者決策型態模式是一個具有八個因素的一階斜交模式，包含完美主義型、明星球員崇拜型、流行意識型、快樂購物型、價格意識型、衝動型、困擾型和商品忠誠型等八個因素。

關鍵字

消費者決策型態 ； 驗證式因素分析

並列摘要

This study was to construct the professional baseball fans' consumer decision-making styles scale in terms of the theories of consumer decision-making styles. Confirmatory factor analysis (CFA) was used to examine the research model to establish the reliability and validity of the scale. 537 valid questionnaires were collected. The fit indices showed the model hold and it had convergent validity, discriminant validity, and good reliability. The results indicated that the scale was ”an oblique multi-factor model”. It included eight factors: perfectionism or high-quality consciousness, brand consciousness, novelty-fashion consciousness, recreational, hedonistic shopping consciousness, price and ”value for money” shopping consciousness, impulsiveness, confusion from over-choice, and habitual, brand-loyal orientation toward consumption.

並列關鍵字

consumer decision-making styles scale ； confirmatory factor analysis