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| 体育赛事赞助匹配量表编制与信效度分析 |
| Event Sponsorship Matching Scale Compilation and the Reliability and Validity Analysis |
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| DOI： |
| 中文关键词:体育赛事 赞助 匹配 量表 信度 效度 |
| 英文关键词:sport event sponsorship match scale reliability validity |
| 基金项目: |
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| 中文摘要: |
| 主要采用文献资料法、访谈法等，在获得消费者对体育赛事赞助匹配感知资料的基础上，编制体育赛事赞助匹配量表，并依据项目反映理论，对量表进行项区分度分析。同时采用探索性因子分析和验证性因素分析以检验量表的结构效度，并检测量表组合信度。 |
| 英文摘要: |
| By the methods of document consultation and interview, an event sponsorship matching scale was compiled on the basis of acquiring the matching perception of the consumers toward sport event sponsorship. According to the theory of item response, a differentiation degree analysis of the scale was made. At the same time, exploratory factor analysis and confirmatory factor analysis were made to test the structure validity and composite reliability of the scale. |
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