建構臺灣運動員品牌形象模型之研究-以戴資穎為例

Abstract

運動員以個人品牌方式作為自身的經營為現今的趨勢，臺灣超馬運動家林義傑：「我想讓臺灣年輕人知道，只有品牌才有未來。」本研究參考過去文獻及使用驗證性因素分析整理出運動員品牌形象的構面，量表參考Arai (2010) 提出的運動員品牌形象量表 (Scale of Athlete Brand Image, SABI)，經語意修正後進行預試，正式問卷的有效樣本為423份，回收資料以SPSS24.0及SPSS AMOS 24進行資料處理，以描述性統計、獨立樣本t檢定、驗證性因素分析進行資料分析，所得結論為：(一) 運動員建立品牌形象的三個構面為：運動員表現、運動員外觀，以及運動員場外生活風格。(二) 三個構面在不同人口變項的認知差異上，在性別上無顯著差異；在年齡、學生與非學生類別、追蹤運動員年資上，僅運動員外觀無顯著差異。本研究結論可提供欲從事運動員經紀人行業以及運動員個人參考。It's the current trend for athletes to use personal branding as their own business. Taiwanese ultrarunner Lin Yi-Jie once said: “I want young people in Taiwan to know that only to brand themself to have a future.” Literature review and the confirmatory factor analysis were applied in the study. For the aspect of athlete brand image, the Scale of Athlete Brand Image (SABI) proposed by Arai (2010) was applied. After semantic correction, the valid sample of pre-test and formal questionnaire is 423.SPSS24.0 and SPSS AMOS 24, independent sample t test, and the confirmatory factor analysis were conducted for analysis. The conclusions were as follows: (1) The three aspects of athletes’ brand image are: athletic performance, athlete’s attractive appearance, and the athlete’s lifestyle off field. (2) The three dimensions in the perception of different demographic variable: there was no significant differences in gender, there were significant differences in age, student and non-student and tracking the seniority of athletes, only athletes’ attractive appearance was no significant difference.The conclusions of this study can provide references for athletes who want to engage in the agent industry and athletes.