| Summary: | 碩士 === 臺北市立教育大學 === 體育學系碩士班 === 95 === The main purpose of this study was to verify the identity model of CPBL La new Bear’s fans, and to compare the difference among the items of fans’ identity model. Sample of this study was 796 La new Bear’s fans who were random selected as the subject. The study adopted questionnaire method, and the samples were divided into two sets by an SPSS 12.0 random procedure. Based on the LISREL 8.51 and SPSS Package Software, the obtained data was analyzed by descriptive statistics, CFA, one-way RMANOVA, and LSD post-hoc method. The results of this study are as follows:
1. The scale of fans’ identity model was developed through referring to the literature. A series of competing model was established and evaluated by the first sample set using confirmatory factor analysis(CFA) procedure. The four-factor oblique model was found to be the most efficient one. The internal-component evaluation found that latent variables have good reliability, discriminant validity and convergent validity. The cross-validation was tested by the second sample set for the model. The stability of the model and the predictive power were confirmed.
2. The global model analysis of fans’ identity. According to the analysis by structural equation modeling(SEM), the overall fit measures of the scale of fans’ identity model passed the threshold standard( X2＝312.25, p<.05, GFI＝0.91, SRMR＝0.6, RMSEA＝0.08, NNFI＝0.88, CFI＝0.90, PNFI＝0.69, CN＝145.16, X2/df =3.72).
3. The result which was analyzed by one-way RMANOVA to compare the difference among the items of fans’ identity was significant. The result showed that “successful and famous” and “team image” provided the largest influence for fans’ identity, the smallest is “fans interact with teams”.
4. “Team performance” provided the largest influence for satisfaction, the smallest is “team’s service” and “activities and accessory products”.
5. “Brand awareness” provided the largest influence for brand equity, the smallest is “brand loyalty”.
6. “Word-of-mouth” provided the largest influence for purchase intention, the smallest is “price premium” and “brand extension”.
7. By using path analysis, the fans’ identity has positive effects on satisfaction, brand equity and purchase intention. Brand equity has positive effects on purchase intention.
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