女子职业运动队品牌联想 / Brand associations in women’s professional team sport

研究说明 / Information Section- 女子职业运动队品牌联想 / Brand associations in women’s professional team sport


感谢您考虑参加本次在线问卷调查。 / Thank you for considering taking part in this online survey.


在决定是否参加之前，请先了解本研究的目的及您需要参与的内容。如有任何疑问，请通过下方联系方式联系研究人员。 / Before you decide we would like you to understand why the research is being done and what it would involve for you. Please contact one of the investigators using the contact details below if you have any questions.


本研究旨在了解消费者对女子职业运动队的看法，并开发用于测量品牌联想的量表。 / The purpose of this study is to gain information relating to consumer perceptions of women’s professional teams. The study aims to develop a scale to measure brand associations.

本研究是由拉夫堡大学支持的学生研究项目的一部分，由Shuchang Wang开展，Doyoung Pyun和Minhyeok Tak担任指导教师。 / This study is part of a student research project supported by Loughborough University. The study will be undertaken by Shuchang Wang and supervised by Doyoung Pyun, and Minhyeok Tak.


您须年满18岁，能够充分理解本研究并给予知情同意，且目前关注至少一支女子职业运动队。 / You must be over the age of 18 and have the capacity to fully understand and consent to this research. You should currently follow at least one women’s professional sports team. 关注球队可以包括观看比赛、阅读新闻或在线关注球队，不要求您曾到现场观赛。 / Following may include watching matches, reading news or following the team online; attending matches is not required.您将填写一份匿名在线问卷，预计不超过15分钟，无需提前准备。本研究属于低风险活动，目前未发现参与本研究会带来的不利影响或风险。 / You will be asked to complete an anonymous online survey, which should take no longer than 15 minutes to complete. You do not need to do anything before completing the survey. This is a low risk activity and no disadvantages or risks have been identified in association with participating.


拉夫堡大学负责本研究及您的信息管理。本研究不收集可识别个人身份的信息，您的参与情况将保密。任何报告、展示或出版物均不会识别个人身份。所有信息将安全存储在大学的计算机系统中，研究数据最长保留3年，之后将安全归档或销毁。 / Loughborough University is responsible for this research and for looking after your information. No identifiable information will be collected and so your participation in the study will be confidential. No individual will be identifiable in any report, presentation or publication. All information will be securely stored on the University’s computer systems. We will keep your study data for a maximum of 3 years. The study data will then be securely archived or destroyed.阅读以上说明并提出您可能有的疑问后，如果您愿意参加，请阅读知情同意页面，并勾选页面底部的选项以确认同意。您可随时关闭浏览器退出问卷。由于问卷是匿名的，提交后将无法从研究中撤回您的数据。 / After you have read this information and asked any questions you may have, if you are happy to participate, please read the consent page and confirm your consent by checking the tick box at the bottom of the page. You can withdraw from the survey at any time by closing the browser. However, as the survey is anonymous once you have submitted the survey it will not be possible to withdraw your data from the study.


Doyoung Pyun （研究负责人） / (Responsible Investigator), D.Pyun@lboro.ac.uk.

Shuchang Wang （主要研究人员） / (Main investigator), s.wang6@lboro.ac.uk

拉夫堡大学体育、运动与健康科学学院，英国莱斯特郡拉夫堡，邮编LE11 3TU。 / School of Sport, Exercise and Health Sciences, Loughborough University, Loughborough, Leicestershire, LE11 3TU,


如果我对研究的开展方式不满意，该怎么办？ / What if I am not happy with how the research was conducted?

如果您对研究的开展方式不满意，请联系拉夫堡大学研究与创新办公室伦理审查小组委员会秘书。地址：Hazlerigg Building, Loughborough University, Epinal Way, Loughborough, LE11 3TU。电话：01509 222423；电子邮箱见下。 / If you are not happy with how the research was conducted, please contact the Secretary of the Ethics Review Sub-Committee, Research & Innovation Office, Hazlerigg Building, Loughborough University, Epinal Way, Loughborough, LE11 3TU. Tel: 01509 222423. Email: researchpolicy@lboro.ac.uk

大学另有关于科研不端和举报的政策，可通过以下网址查阅： / The University also has policies relating to Research Misconduct and Whistle Blowing which are available online at https://www.lboro.ac.uk/internal/research-ethics-integrity/research-integrity/

参与资格 / Eligibility

请回答以下问题。仅当三道题均选择“是”时，您才能继续填写问卷。所有选项均未预先勾选。 / Please answer the questions below. The survey can continue only if you select Yes for all three questions. No answer is preselected.

符合条件的球队：女子职业运动队。 / Eligible teams: women’s professional sports teams.
1. S1 您是否年满18岁？ / S1 Are you aged 18 or over?
2. S2 您能否顺畅阅读中文或英文，并完成本问卷？ / S2 Can you comfortably read and answer this questionnaire in Chinese or English?
3. S3 您目前是否关注至少一支女子职业运动队？ / S3 Do you currently follow at least one women’s professional sports team?
关注球队的含义 / Following a team
 
关注球队可以包括观看比赛、阅读新闻或在线关注球队，不要求您曾到现场观赛。 / 关注球队的含义 / Following a team may include watching matches, reading news or following the team online. You do not need to have attended a match.

知情同意书 / Informed Consent Section


我已获知本研究的目的及具体内容。 / The purpose and details of this study have been explained to me.

我理解本研究旨在增进科学知识，且所有研究程序已获得拉夫堡大学伦理审查小组委员会的批准。 / I understand that this study is designed to further scientific knowledge and that all procedures have received a favourable decision from the Loughborough University Ethics Review Sub-Committee.


我已阅读并理解研究说明和本知情同意书。 / I have read and understood the information sheet and this consent form.

我已有机会就参与本研究提出疑问。 / I have had an opportunity to ask questions about my participation.

我理解本问卷采用匿名方式，仅收集不会识别个人身份的人口统计信息，例如性别、年龄组和教育背景。 / I understand that taking part in the survey is anonymous, only non-identifying demographic information will be collected, e.g. gender, age groups, and educational background.

我理解我没有义务参加本研究，并可在填写期间关闭浏览器退出，但提交回答后将无法撤回数据。 / I understand that I am under no obligation to take part in the study and can withdraw during the survey by closing the browser but will not be able to withdraw once my responses have been submitted.

我理解我提供的信息将用于该学生的学位论文。 / I understand that information I provide will be used for the student’s dissertation.

参与同意 / Consent to Participate
您关注的球队 / The team you follow
请填写一支球队的名称，并在回答所有问题时始终以该球队为准。只需填写球队名称，请勿包含个人信息。如果您无法说出一支女子职业运动队，请关闭问卷。后续题目将自动显示您在下题填写的球队名称；“管理机构”指负责管理这支女子球队的组织。 / Please enter one team name and use that same team for all questions. Please enter only the team name, without personal details. If you cannot name a women’s professional sports team, please close the questionnaire. Subsequent questions will automatically display the team name you enter below; “the organisation” means the body that manages that women’s team.
5. T1 您最密切关注的是哪一支女子职业运动队？ / T1 Which women’s professional sports team do you follow most closely?
关注球队的情况 / Following the team
以下问题为选答题。没有到现场观看过比赛也可以继续填写问卷。 / These questions are optional. Having attended no matches does not end the survey.
6. F1 您关注[q5]大约多久了？ / F1 Approximately how long have you followed [q5]?
7. F2 您通常通过哪些方式关注[q5]？请选择所有适用项。 / F2 How do you usually follow [q5]? Select all that apply.
8. F3 过去12个月中，您到现场观看过多少场[q5]的比赛？ / F3 How many [q5] matches have you attended in person during the past 12 months?
请根据您目前对所选球队的看法，为每条陈述选择一个答案。所有陈述均须作答。 / Select one response for each statement based on your current views of the selected team. All statements require a response.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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[q5]取得了良好的比赛成绩。 / [q5] achieves good results.
[q5]的表现一直很好。 / [q5] performs well consistently.
[q5]展现了高水平的竞技表现。 / [q5] plays to a high standard.
[q5]的球员技术娴熟。 / [q5]'s players are technically skilful.
[q5]的比赛风格令人看得兴奋。 / [q5]'s style of play is exciting to watch.
请根据您目前对所选球队的看法，为每条陈述选择一个答案。所有陈述均须作答。 / Select one response for each statement based on your current views of the selected team. All statements require a response.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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[q5]的球员是积极的榜样。 / Players on [q5] are positive role models.
[q5]的球员具有我欣赏的品质。 / Players on [q5] have qualities I admire.
[q5]的球员鼓舞人心。 / Players on [q5] are inspiring.
[q5]的球员给人真实、不做作的感觉。 / Players on [q5] come across as authentic.
[q5]的球员给人平易近人的感觉。 / Players on [q5] come across as approachable.
[q5]的球员具有吸引人的个性。 / Players on [q5] have engaging personalities.
请根据您目前对所选球队的看法，为每条陈述选择一个答案。所有陈述均须作答。 / Select one response for each statement based on your current views of the selected team. All statements require a response.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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[q5]倡导为女性创造在体育领域取得成功的机会。 / [q5] stands for creating opportunities for women to succeed in sport.
[q5]支持女子体育的发展。 / [q5] supports the growth of women's sport.
[q5]倡导包容。 / [q5] stands for inclusion.
[q5]公开就社会议题表明立场。 / [q5] publicly takes a stand on social issues.
[q5]倡导性别平等。 / [q5] stands for gender equality.
请根据您目前对所选球队的看法，为每条陈述选择一个答案。所有陈述均须作答。 / Select one response for each statement based on your current views of the selected team. All statements require a response.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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管理机构对[q5]表现出长期投入的承诺。 / The organisation shows a long-term commitment to [q5].
管理机构为[q5]提供所需的资源。 / The organisation provides [q5] with the resources it needs.
管理机构对[q5]的运营管理良好。 / The organisation runs [q5] well.
管理机构支持[q5]获得媒体曝光。 / The organisation supports [q5] in gaining media visibility.
管理机构为[q5]提供适当的设施和基础条件。 / The organisation gives [q5] access to appropriate facilities and infrastructure.
管理机构致力于满足支持者的需求。 / The organisation is committed to meeting its supporters' needs.
管理机构努力改善支持者的体验。 / The organisation works to improve its supporters' experiences.
请根据您目前对所选球队的看法，为每条陈述选择一个答案。所有陈述均须作答。 / Select one response for each statement based on your current views of the selected team. All statements require a response.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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关注[q5]让我暂时从日常生活中抽离。 / Following [q5] gives me a break from everyday life.
关注和支持[q5]让我产生强烈的情绪感受。 / Following and supporting [q5] makes me feel strong emotions.
观看[q5]比赛时，我感到兴奋。 / I feel excited when I watch [q5] play.
关注[q5]给我带来快乐。 / Following [q5] brings me enjoyment.
关注和支持[q5]让我有机会与朋友、家人或其他球迷交流互动。 / Following and supporting [q5] gives me opportunities to interact with friends, family or other fans.
关注和支持[q5]为我留下美好的回忆。 / Following and supporting [q5] creates fond memories for me.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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支持[q5]让我能够表达我是怎样的人。 / Supporting [q5] allows me to express who I am.
支持[q5]向他人展现了我是怎样的人。 / Supporting [q5] shows others something about who I am.
支持[q5]让我觉得自己与众不同。 / Supporting [q5] makes me feel distinctive.
支持[q5]让我对自己感觉良好。 / Supporting [q5] makes me feel good about myself.
身为[q5]的支持者让我感到自豪。 / Being a supporter of [q5] is a source of pride for me.
支持[q5]对我个人而言很有意义。 / Supporting [q5] is personally meaningful to me.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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[q5]的球迷群体包括来自各种不同背景的人。 / [q5]'s fan community includes people from a wide range of backgrounds.
[q5]的球迷群体欢迎新加入的球迷。 / [q5]'s fan community is welcoming to newcomers.
[q5]的球迷群体中有让我产生共鸣的人。 / [q5]'s fan community includes people I can relate to.
[q5]的球迷群体让我有归属感。 / [q5]'s fan community feels like a place where I belong.
[q5]的球迷群体有团结一心的感觉。 / [q5]'s fan community has a sense of togetherness.
请为每条陈述选择一个答案。 / Select one response for each statement. 评分说明 / Rating scale: 1 = 非常不同意 / Strongly disagree；2 = 不同意 / Disagree；3 = 比较不同意 / Somewhat disagree；4 = 中立（既不赞同也不反对） / Neither agree nor disagree；5 = 比较同意 / Somewhat agree；6 = 同意 / Agree；7 = 非常同意 / Strongly agree。
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[q5]的比赛有积极的氛围。 / There is a positive atmosphere at [q5]'s games.
[q5]的球迷在比赛中营造积极的气氛。 / [q5]'s fans generate positive energy at games.
[q5]的球迷在比赛中尊重其他观众和球员。 / [q5]'s fans treat other spectators and players with respect at games.
[q5]的球迷在比赛中参与共同的传统活动，例如唱歌或齐声助威。 / [q5]'s fans take part in shared traditions at games, such as songs or chants.
[q5]的球迷帮助营造让人感到安全的观赛环境。 / [q5]'s fans help create an environment where people feel safe at games.
[q5]球迷的行为通常使比赛适合所有人观看。 / [q5]'s fans usually behave in a way that makes games suitable for everyone.
[q5]的球迷在比赛中遵守明确的行为规范。 / [q5]'s fans uphold clear standards of behaviour at games.
个人背景 / About you
以下问题为选答题。如果您不希望回答，可以选择“不愿回答”，或将该题留空。 / These questions are optional. Please choose “不愿回答 / Prefer not to answer” or leave a question unanswered if you do not wish to respond.
请勿在选答文本框中填写姓名、联系方式或其他可识别个人身份的信息。 / Please do not include names, contact details or other identifying information in the optional text boxes.
14. D1 您属于哪个年龄组？ / D1 What is your age group?
15. D2 您如何描述自己的性别？ / D2 How do you describe your gender?
16. D2a 如果您希望自行描述性别，请在此填写（选答）。 / D2a If you prefer to self-describe, please do so here (optional).
17. D3 您目前居住在哪个国家或地区？ / D3 In which country or region do you currently live?
18. D4 您已完成的最高学历是什么？ / D4 What is your highest completed educational qualification?
感谢您的参与 / Thank you for taking part
您的回答将帮助研究团队开发一份用于了解人们对女子职业运动队看法的问卷。如对本研究有疑问，请联系Shuchang Wang：s.wang6@lboro.ac.uk。 / Your responses will help the research team develop a questionnaire about perceptions of women’s professional sports teams. For questions about the study, contact Shuchang Wang at s.wang6@lboro.ac.uk.
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