參與式賽會賽會形象量表編製之研究

Development of the Event Image Scale for Participative Events

本研究之目的旨在編製參與式賽會賽會形象量表，並檢驗量表之信、效度。研究對象為2012高雄國際馬拉松參賽者（N=250），研究工具主要參酌林宏恩、古志銘、李岳修（2009）之「國內運動觀光賽會形象量表」編修而成，問卷於2012年2月5日高雄國際馬拉松之終點站進行現場發放與回收，資料經驗證性因素分析、收斂效度及區別效度檢驗，研究結果顯示：（一）修正後模式適配度χ2/ df為3.10，GFI、AGFI分別為.93、.90；RMSEA為.07；CFI為.96；PCFI為.76，顯示本研究所建構之賽會形象量表模式是可接受之模式。（二）標準化路徑皆大於.50、各構面平均變異數抽取量皆大於.50且組合信度均大於.60，表示各構面均具有收斂效度。（三）各構面間相關係數的信賴區間未包含1，表示構面之間具有區別效度。（四）各構面之Cronbach's alpha數值均大於.70，顯示各構面均具有可接受的內部一致性。根據結果，本研究所編製之賽會形象量表具有良好的信、效度，適用於衡量參賽者對於參與式賽會之評價與看法。

The purpose of this study was to develop the Event Image Scale for Participative Events and to examine its reliability and validity. The participants of the study were the runners of the 2012 Kaohsiung International Marathon (N=250). The instrument was modified from the ''Sport Tourism Event Image Scale'' by Lin, Ku & Lee (2009). The questionnaires were distributed on February 5th, 2012 at the final destination point of the marathon. The statistical analyses included confirmatory factor analysis and procedures concerning convergent and discriminate validity. The results revealed that (1) the revised model fit the data appropriately ( χ²/ df = 3.10, GFI= .93, AGFI= .90, RMSEA= .07, CFI= .96, PCFI= .76). (2) The standardized path coefficients (factor loadings) were all above .50, all average variance extracted scores were above .50, and all construct reliability values were above .60, suggesting that each factor demonstrated appropriate discriminate validity. (3) The confident interval of the bivariate correlations between factors did not include 1, suggesting that each factor demonstrated appropriate convergent validity. (4) Cronbach's alpha coefficients were all above .70, suggesting that the internal consistency was acceptable for each factor. Based on the results, the scale demonstrated sound validity and reliability and is suited to measure participants' opinions regarding event image for future participative events.