職業棒球消費者體驗行為意圖之關係研究

The Relationship between the Consumer Experience and the Behavioral Intention in Professional Baseball

鍾志強(Chih-Chiang Chung)

《大專體育學刊》 10卷1期 (2008/03) Pp. 35-45

https://doi.org/10.5297/ser.200803_10(1).0003

摘要

本研究透過對職業棒球消費者的體驗感受，探討消費者體驗與消費者行為意圖的關係。研究採用結構方程模式，呈現出職業棒球消費者的體驗對其行為意圖的影響情形與強弱程度。研究對象為職業棒球現場觀看的消費者，共發出350份問卷，回收有效問卷320份。研究發展出職棒體驗與行為意圖兩部分問卷，作為研究工具，量表的建構效度及內部一致性係均良好，以次數分配、因素分析及結構方程模式等統計方法進行分析。研究結果顯示：一、職業棒球消費者的體驗感受對於行為意圖有正向的顯著影響。二、職業棒球體驗感受中，感官及情感模組的影響最大。三、消費者的行為意圖中，推薦他人來觀賞的影響最大。本研究結果可提供職業棒球聯盟作為進行體驗行銷活動的參考，結合顧客特性與體驗行銷活動將使企業經營更有效益。

關鍵字

體驗行銷 ； 職業運動 ； 結構方程模式

並列摘要

This study investigated the relationship between the consumer experience and the behavioral intention in professional baseball. The structural equation model was adopted to analyze how spectators' game-day experience influenced their behavioral intention. Three hundred fifty spectators were selected as subjects. Two questionnaire were developed, including consumers' experience and behavioral intentions for the pro baseball. Several statistical techniques were adopted to analyzed these data including descriptive statistics, factor analysis and the structural equation model. Three conclusions were made. First, the consumer experience had an obvious influence on the behavioral intentions; second, the senses and feeling were the most significant factor in influencing the experience; third, recommending others was the most significant factor in influencing the behavioral intentions. The results could be used as a reference for professional baseball in experiential marketing activities. Combining customer's characteristics with experiential marketing activities would help making better profits.

並列關鍵字

experiential marketing ； professional sports ； structural equation model

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