運動消費者觀賞動機模式驗證以SBL超級籃球聯賽爲例

The Validation of a Sport Consumer Game-Watching Motivation Model: The Case of the SBL Tournament

曹校章(Shiou-Chang Chou) ； 蕭嘉惠(Chia-Huei Hsiao)

《體育學報》 42卷2期 (2009/06) Pp. 29-48

https://doi.org/10.6222/pej.4202.200906.0703

摘要

目的：本研究旨在了解SBL超級籃球聯賽運動消費者觀賞動機。其次，透過運動消費觀賞動機理論，驗證變項適配情形。方法：以「運動消費者觀賞動機量表」爲研究工具，採系統抽樣方式，以SBL超級籃球聯賽第五季現場觀眾爲研究對象，得有效問卷600份，依據研究目的，以描述統計及結構方程模式進行分析。結果：SBL超級籃球聯賽運動消費者以12-25歲高中職至大學階段之年輕女性居多，多爲學生，屬低收入、低消費能力之族群，最支持的球隊是臺啤，其次是裕隆；「認同感」在觀賞動機情形得分最高；整體模式皆呈現良好之適配度與內在顯著信度與效度；影響運動消費者前往觀賞動機爲「娛樂」因素，其解釋力達84%。結論：SBL應該提供大眾化的平價運動賽會、開拓潛在客戶並建立消費群資料庫，以及學習臺啤及裕隆兩支球隊的成功經驗。在球團方面，需強化球員的專業球技表現，並透過完善的行銷策略，強化球團與球迷間的情感。SBL應該參考國外成功經驗，提供運動消費者物超所值的運動賽會，提升運動消費者再次參與之動機。

關鍵字

運動消費者 ； 觀賞動機 ； SBL超級籃球聯賽

並列摘要

Purpose: The purpose of this study was to understand the motives of sport consumers for watching the Super Basketball League (SBL) tournament; and then, to validate the goodness of fit of the variables through the motivation theory on the game-watching by sports consumers. Methods: By using a ”Sport Consumer Game-Watching Motivation Scale” (SCGMS) as the research tool, the study adopted the method of systematic sampling and took as subjects of the research the on-the-spot spectators of the fifth-season SBL tournament, to obtain 600 valid questionnaires. Then in accordance with the research objective, descriptive statistics and the model of factorial equation were used to make an analysis. Results: Sport consumers for the SBL tournament were mostly 12 to 25-year-old senior high or vocational school and college girls, most of whom were students belonging to the low-income, low-consumer-purchasing-power population. The basketball team they most support was that of Taiwan Beer, with that of Yoolong coming second. In terms of game-watching motivation, ”sense of identification” scores was the highest; In overall terms, the model manifested goodness of fit and good internal significance, reliability, and validity. What affected the game-watching motives of sports consumers was the factor of ”entertainment,” the explanatory power of which reaches 84%. Conclusion: Despite the limitations of this study, some conclusions can be drawn from the findings which can provide sports events with reasonable pricing, establish a consumer database for the potential customers, and learn from the best practices of Taiwan Beer and Yoolong teams. In order to enhance the motivation of sports consumers for repeated participation, it is necessary to strengthen the ties between basketball teams and fans by improving the performance of players' professional skill, developing better marketing strategies, and learning from the foreign best practices to provide events that worth the value.

並列關鍵字

sport consumers ； motivation for sport consumption ； Super Basketball League

參考文獻

黃恆祥(2007)。臺灣SBL超級籃球聯賽觀賞之研究。臺灣體育運動管理學報。5，365-382。

林千源(2003)。以觀賞動機爲主軸探索棒球運動在臺灣社會中之角色。大專體育。64，40-47。

施致平(2001)。中華職籃觀眾參與之預測模式研究。體育學報。30，131-142。

Baade, R. A.,Tiehen, L. J.(1990).An analysis of Major League Baseball attendance, 1969-1987.Journal of Sport and Social Issues.14,14-32.

Beard, J. G.,Ragheb, M. G.(1983).Measureing leisure motivation.Journal of Leisure Research.15(3),219-228.