臺北富邦勇士籃球隊球迷體驗行銷量表編制之研究

Research on the Fan Experience Marketing Scale of Taipei Fubon Braves

本研究之目的旨在建構臺北富邦勇士籃球隊球迷體驗行銷量表之編制，以提供相關領域研究者運用及參考並提出使用建議。研究方法首先進行文獻探討並編制陳麗安（2008）之體驗行銷模組量表問卷來進行發放，再藉由驗證性因素分析對該量表進行收斂效度及區別效度之驗證及檢定。本研究採用問卷調查法，以立意抽樣方式進行問卷之發放，研究對象為臺北富邦勇士籃球隊之現場球迷，共發放290份正式問卷。刪除無效問卷後，有效問卷為279份，有效問卷率為96.2％。研究結果顯示，本量表具良好收斂效度及區別效度，因此，本研究之職業籃球隊球迷體驗行銷量表為一具有「感官體驗」、「情感體驗」、「思考體驗」、「行動體驗」與「關聯體驗」等五個構面二階多因子之模式量表。

The research aims to identify the fan experience marketing scale of Taipei Fubon Braves, which will provide reference and suggestions for other related studies. First, based on the literature review, Chen (2008) Experience Marketing Scale is formulated and distributed. Then, with the aid of confirmatory factor analysis, the inspection on convergence validity and differential validity of the scale is conducted. For this research, a questionnaire survey was conducted. The fans of Taipei Fubon Braves, who were randomly selected. A total of 290 formal questionnaires were distributed. After the invalid questionnaires were eliminated, 279 valid questionnaires were obtained, with the valid rate of 96.2%. The results show that this scale is conducive to both convergence validity and discriminant validity. Therefore, in this research - Fan Experience Marketing Scale of Professional Basketball Team, the scale serves as a dual-order multi-factor model characterized with five dimensions, including sensory strategy, emotion strategy, thinking strategy, action strategy, and correlation strategy.