大型運動賽事現場觀賞者涉入行為量表之建構－以2011MLB全明星台灣棒球賽為例

The Large Sporting Events Live viewer's Involvement in Construction of Behavior Scale -2011MLB All-Star baseball game in Taiwan Case

鄭峰茂(Feng-Mao Cheng) ； 吳連賞(Lian-Shang Wu)

《休閒研究》 6卷3期 (2016/12) Pp. 59-76

摘要

運動觀賞隨著傳播媒體的發達，國內對國際運動頻道觀賞需求更趨頻繁，尤其是美國MLB當時計有王建民、郭泓志、陳偉殷等旅外球星在列，可說是台灣棒球運動國際化發展最輝煌時期。2011MLB全明星臺灣大賽集結前洋基隊羅賓森．坎諾、柯蒂斯．格蘭德．森盛等球星造訪，球迷終可近距離觀賞MLB球星，雖現場觀賞索費不匪，但對台灣朝聖球迷可不願錯失良機。本研究旨在建構大型運動現場觀賞者涉入行為量表，並以MLB全明星台灣棒球賽為例。試圖瞭解參與人口基本資料與特性、情境涉入、持續性涉入、以及反應涉入等五個變項參數分布情形，並以現場觀賞者為母體對象，進行立意抽樣。計發放385份問卷，實得有效問卷336份。回收資料以SPSS 17.0進行統計分 析與檢定，透過LISREL 8.70進行SEM結構方程模式實證研究，以最大概似估計法(Maximum Likelihood Estimation)進行估計變項間之因果關係。實證研究結果顯示，H1情境涉入顯著的直接影響涉入反應成立；H2持續性涉入顯著的直接影響涉入反應成立；H3持續涉入顯著的直接影響情境涉入，顯著的間接影響涉入反應成立，研究發現情境涉入對涉入反應驗證結果高於持續涉入對涉入反應之假設。因此，培養持續運動觀賞者並提升共鳴（高質感賽事）是吸引再次消費之主要介面。

關鍵字

運動觀賞 ； 結構方程模式 ； 情境涉入 ； 持續涉入 ； 涉入反應

並列摘要

This study aims to Large Sports Spectator Behavior Scale Constructivism, and MLB All-Star baseball game in Taiwan as an example. The participant basic information and characteristics, Situational Involvement, Enduring Involvement, Involvement Response, five items. From November 2011 05 ~ 06, a total of two days for participating in MLB All-Star baseball tournament in Taiwan audience object, purposive sampling survey method. A total of 385 questionnaires were distributed to remove the waste volume of 49, 336 effective questionnaires. Recycling information in SPSS 17.0 statistical analysis and test, to explore the distribution and other demographic variables and characteristics of large-scale movement of the viewer, through empirical research SEM LISREL 8.70, with maximum likelihood estimation method (Maximum Likelihood Estimation) to estimate the variables causal relationship between. Results showed that the hypothesized model fit the data well, H1. Situational Involvement significantly and directly affected the Involvement Response. H2. Enduring Involvement significantly and directly affected the Involvement Response. H3. Enduring Involvement significantly and directly affected the Situational Involvement and significantly and indirectly affected Involvement Response.

並列關鍵字

Sports Spectator ； Structural Equation Model ； Situational Involvement ； Enduring Involvement ； Involvement Response