高中籃球聯賽現場觀眾觀賞動機與忠誠度之研究

A Study of the Spectators' Participative Motivation and Game Loyalty in High School Basketball League

黃清華(Ching-Hua Houng) ； 吳瑞聖(Rui-Sheng Wu)

《2011運動與休閒產業經營發展學術研討會》 2011 (2012/05) Pp. 58-68

https://doi.org/10.29437/2011yundong.201205.0058

摘要

Since the inception of the High School Basketball League (HBL), it has become one of the most popular spectator sports, where the annual contest can attract large audiences for the excitement of the competition and players' level of energy and dedication, which adds to the popularity of the sport and thereby further increases the interest each year.A perfect and successful tournament is expected to attract tens of thousands of spectators watching the game and cheering for their favorite team and players. The fanatical cheering of the spectators, inspire the players to play harder, which in turn makes the competition all the more intense and appealing. As such, strong spectator's motivation and loyalty to the game are two prerequisites for success. Consequently, the purpose of this study is to understand the background of the spectator's of HBL and their motivation and loyalty to the game, which varies under different situations.According to the literature, studies have found females comprise the majority of spectators in the HBL. Typically they are junior and high school students under 20 years of age with female audience having apparent different motivation for viewing. The factors for motivation for watching consist of fondness for players and team, and excitement of competition which draws the spectators to attend. For the loyalty aspect, the researcher believes that ”females”, ”adolescents”, ”students”, and ”below junior high school level” spectator loyalty increases.

關鍵字

高中籃球聯賽 ； 觀賞動機 ； 忠誠度

並列摘要

Since the inception of the High School Basketball League (HBL), it has become one of the most popular spectator sports, where the annual contest can attract large audiences for the excitement of the competition and players' level of energy and dedication, which adds to the popularity of the sport and thereby further increases the interest each year.A perfect and successful tournament is expected to attract tens of thousands of spectators watching the game and cheering for their favorite team and players. The fanatical cheering of the spectators, inspire the players to play harder, which in turn makes the competition all the more intense and appealing. As such, strong spectator's motivation and loyalty to the game are two prerequisites for success. Consequently, the purpose of this study is to understand the background of the spectator's of HBL and their motivation and loyalty to the game, which varies under different situations.According to the literature, studies have found females comprise the majority of spectators in the HBL. Typically they are junior and high school students under 20 years of age with female audience having apparent different motivation for viewing. The factors for motivation for watching consist of fondness for players and team, and excitement of competition which draws the spectators to attend. For the loyalty aspect, the researcher believes that ”females”, ”adolescents”, ”students”, and ”below junior high school level” spectator loyalty increases.

並列關鍵字

High School Basketball League (HBL) ； Participative Motivation ； Game Loyalty