高雄地區科大學生對三大足球運動品牌形象認知模式測量恆等性之研究

Research on Cognitive Pattern Measurement Invariance to Three Major Football Sports Brand Images for Undergraduates at Science and Technology Universities in Kaohsiung Area

本研究目的應用結構方程模式中多群組比較探討高雄地區科大學生對三大足球運動品牌形象認知模式測量恆等性，以本研究以高雄地區3間國立科大分別高雄應用科技大學、高雄海洋科技大學、高雄第一科技大學、與4間私立科大輔英科技大學、樹德科技大學、正修科技大學、高苑科技大學學生為研究對象。應用便利抽樣在這七間大學校園各發出50份問卷，共350份問卷。施測時間為2016年3月15日至2016年3月26日，經刪除份無效問卷12份後實得有效問卷338份，問卷有效回收率為96.57%。本研究以SPSS統計軟體進行描述性統計；並應用Amos 20.0進行驗證性因素分析、收斂效度、區別效度、組成信度、平均變異數萃取量、測量恆等性分析等，確認模式與資料配適程度。研究結果顯示模式具有良好信效度與模型適配度。而且經多群組比較結果顯示三大足球運動品牌形象認知模式測量恆等性，並根據研究結果提出相關具體建議。

The purpose of this research was to compare and discuss the cognitive pattern measurement invariance to three major football sports brand images for undergraduates at science and technology universities in Kaohsiung area by applying multiple-group contrast of structural equation modeling (SEM). The research participants were undergraduates from 3 national science and technology universities in Kaohsiung area: National Kaohsiung University of Applied Sciences (KUAS), National Kaohsiung Marine University, National Kaohsiung First University of Science and Technology (NKFUST), and 4 private science and technology universities: Fooyin University, Shu-Te University, Cheng Shiu University, Kao Yuan University. The convenience sampling was applied in above seven universities, sent 50 questionnaires each, 350 questionnaires in total. The measuring date was from March 15, 2016 to March 26, 2016, after deletion of 12 invalid questionnaires, obtained 338 valid questionnaires, the effective recovery ratio was 96.57%. It applied SPSS statistical software for descriptive statistics; and applied Amos 20.0 for confirmatory factor analysis (CFA), convergent validity, discriminant validity, composite reliability, average variance of extraction quantity, measurement invariance analysis, etc. confirmed the adaptation degree of model and data. The research results show that the model has good adaptation degree, reliability and validity of model. The multiple-group contrast results show the measurement invariance of three major football sports brands image cognition model, and give detailed suggestion according to the study.