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系統識別號 U0026-2908201616415900
論文名稱(中文) 中文版球隊認同量表翻譯與驗證:台灣與美國跨國恆等性比較
論文名稱(英文) Translation and Validation of the Chinese Team Identification Scale: Testing of Cross-National Invariance across Taiwan and the United States
校院名稱 成功大學
系所名稱(中) 體育健康與休閒研究所
系所名稱(英) Institute of Physical Education, Health & Leisure Studies
學年度 104
學期 2
出版年 105
研究生(中文) 許筑鈞
研究生(英文) Jhu-Jyun Hsu
學號 RB6031105
學位類別 碩士
語文別 英文
論文頁數 77頁
口試委員 召集委員-馬上閔
口試委員-張景弘
指導教授-馬上鈞
中文關鍵字 中華職棒  球隊認同  量表翻譯 
英文關鍵字 CPBL  team identification  scale translation 
學科別分類
中文摘要 本研究目的為將多構面的球隊認同量表TIS翻譯成繁體中文版。採用Vallerand (1989)所發展的七步驟翻譯法,建構中文版量表後,並探討隊伍認同和消費行為之間的關係,以確保繁體中文版本量表的信度與效度。在台灣的樣本中本研究收集了587份中華職棒球迷的問卷以及325份超級籃球聯賽和高中籃球聯賽的問卷,北美的部分則收集了134份美國大聯盟球迷的問卷。本研究結果發現:(1)透過Vallerand (1989)嚴謹的翻譯法,中文版的TIS是一個具有良好信效度測量球隊認同的量表;(2)中文版與英文版TIS在測量球隊認同的結果具有跨文化的恆等性;(3)結構方程模式的結果證實球隊認同對消費行為有正向的影響,並詳細指出球隊認同與消費行為各構面間之關係。進一步地,本研究建議球隊的經理和行銷人員可以應用研究中的相關的行銷策略來促進球迷的消費行為。最終,建議未來學術研究與實務操作可以應用本研究的結果,球隊認同多構面的概念與繁體中文版量表可以應用在繁體中文地區或國家,而本研究的理論或實務上的建議也可運用在台灣的運動行銷策略中。
英文摘要 The purpose of this study is to translate the TIS, which measures team identification as multiple dimensions, into Chinese. The seven-step methodology developed by Vallerand (1989) was utilized in this study. The reliability and validity of the translated version were further examined in its application to explore the relationship between team identification and consumption behaviors. This study collected 587 responses from CPBL, 325 responses from HBL and SBL in Taiwan, and 134 responses from MLB in the United States of America. The results showed that (1) due to the stringent method of Vallerand (1989), the translated TIS is a reliable and valid scale to measure team identification; (2) it is invariant across the translated and original versions to measure team identification with TIS; (3) team identification has a significant positive impact on consumption behaviors. Based on the results, team managers and marketers can apply similar strategies to encourage consumption behaviors. Finally, this study is expected to be applied to both academic studies and practical manipulation; the multidimensional perspective and scale of team identification can be utilized in the region of the world where Chinese is used, while the theoretical and practical suggestions can be practiced in sport marketing in Taiwan.
論文目次 Chapter One:Introduction 1
Chapter Two:Literature Review 4
2.1 Team Identification 4
2.1.1 Definition of Team identification 4
2.1.2 Measuring and Dimensions of Team Identification 4
2.1.3 The TIS and the TEAM*ID 7
2.2 Translation of Scales 13
2.3 Theoretical Foundation 15
2.4 Team Identification and Consumption Behaviors 19
Chapter Three:Methodology 22
3.1 Method of Study 1 22
3.1.1 Study Context 22
3.1.2 Translation 23
3.2 Method of Study 2 24
3.2.1 Instrumentation 24
3.2.2 Data Collection and Participants 24
3.2.3 Data Analysis 25
Chapter Four:Results 26
4.1 Results of Study 1 26
4.2 Results of Study 2 31
4.2.1 Sample Characteristics 31
4.2.2 Stepwise Regression Analysis 31
4.2.3 Results of the CFA and Measurement Model 32
4.2.4 Structural Model 39
4.2.5 Model Equivalence 41
Chapter Five:Discussion and Conclusion 43
5.1 Discussion and Implication of Study 1 43
5.2 Discussion and Implication of Study 2 44
5.3 Limitations and Future Research 50
References 51
Appendix 62
Appendix A: Questionnaires for Experts (English to Chinese) 62
Appendix B: Questionnaires for Experts (Chinese to English) 64
Appendix C: Questionnaire of Feedback and Suggestion 66
Appendix D: Questionnaire in Simplified Chinese of Feedback and Suggestion 68
Appendix E: Chinese and English Questionnaires with a 6-Hour Interval 70
Appendix F: the Formal Questionnaire of the Chinese Version 73
Appendix G: the Formal Questionnaire of the English Version 75
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