中文版電競情境價值共創體驗量表之信效度檢驗

Reliability and validity verification of the Chinese version of the value co-creation experience scale in an Esports context

緒論：本研究旨在發展與驗證「中文版價值共創體驗量表」（Chinese version of valueco-creation experience scale, CVCCE），以發展適合評估臺灣電競消費者整體價值共創的體驗程度。方法：本研究主要分為三個階段，第一階段將英文量表進行中文化翻譯，確認各題項描述合適性並有效應用於後續研究。第二階段以452位臺灣電競消費者（粉絲）作為研究對象，採用探索性因素分析、驗證性因素分析驗證因素結構及信效度檢驗，並以多群組不變性檢驗不同群體間的效度。最後，第三階段以242位臺灣電競消費者（粉絲）作為研究對象，施測流程相同，但樣本與階段二參與者均不同。本階段再次採用驗證性因素分析檢驗量表建構效度，並以行為忠誠作為效標變項，以確認量表之效標關聯效度。結果：探索性因素分析後的量表共有6個因素，包含享樂體驗、認知體驗、社交體驗、個人體驗、務實體驗，及經濟體驗等，共計16題項。接續，驗證性因素分析結果為本研究具有良好的模式適配度，此外，本測量工具也具有跨群組不變性，且與行為忠誠呈現高度正相關。結論：本研究發展之中文版價值共創體驗量表為一份具有良好信效度的測量工具，並且適用於電競特殊背景之下，檢驗消費者於價值共創情境中對於整體價值共創體驗測量的使用。

Introduction: This study aims to develop and validate the Chinese version of the value cocreation experience scale (CVCCE) to assess the overall value co-creation among Taiwanese Esports consumers. This research is essential for understanding the experiential aspects of value co-creation in Taiwan's rapidly growing Esports industry. Methods: The study was conducted in three stages. First, the English version of the scale was translated into Chinese, ensuring clarity and appropriateness for subsequent application. Second, a sample of 452 Taiwanese Esports consumers was analyzed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to verify the scale’s factor structure, reliability, and validity. Multi-group invariance tests were also conducted to examine the effects across different groups. Third, the CFA process was replicated with a separate sample of 242 Taiwanese Esports consumers to further validate the scale's construct validity. Behavioral loyalty was included as a criterion variable to confirm criterion-related validity. Results: The EFA identified six factors—hedonic experience, cognitive experience, social experience, personal experience, pragmatic experience, and economic experience—comprising 16 items. The CFA results indicated a good model fit for the scale, demonstrating cross-group invariance and a strong positive correlation with behavioral loyalty. Conclusion: The CVCCE developed in this study is a reliable and valid measurement tool tailored to the Esports context. It provides a robust method for examining consumers’overall value co-creation experiences, offering valuable insights for researchers and practitioners in the Esports industry to better understand consumer engagement and value co-creation dynamics.