中華職棒觀賞者的消費行為與需求彈性

Consumer Behavior and Demand Elasticity for Chinese Professional Baseball League

吳柏叡(Po-Jui Wu) ； 賀湘邦(Hsiang-Pang He) ； 林房儹(Fang-Tsan Lin)

《大專體育學刊》 13卷3期 (2011/09) Pp. 241-249

https://doi.org/10.5297/ser.1303.003

摘要

本研究目的在探討消費者現場觀賞中華職棒之考量因素與價格彈性，以2009年中華職棒現場觀眾為研究對象，問卷抽樣以便利抽樣法與現場調查為主，內容包含：人口特徵、消費者實際消費行為、消費特徵、消費者認為最高願付價格四部分。回收之有效樣本依研究目的，以描述性統計和多元迴歸分析，來探討人口特徵和消費型態之間的差異情形。研究結果發現：中華職棒之現場觀眾特性主要族群為15~24歲之大（專）學生。消費情形分別為：門票花費平均為214.45元，其次為飲食花費的118.92元；而來回交通花費平均為85.37元。購買周邊商品之平均花費90.80元。結論：消費者對於門票價格的需求彈性為－0.018，顯示當門票價格調漲後，門票總收入仍然會增加；扣除價格因素，經濟學中所提及的「消費者的偏好」應是主要影響消費者觀賞職棒的因素之一。本研究結果可提供職業棒球聯盟作為進行門票價格制訂的參考。

關鍵字

職業運動 ； 需求函數 ； 價格彈性

並列摘要

The present study was focused on the exploration of factors for consumers spectated Chinese Professional Baseball League (CPBL) and their price elasticity. The subjects of study were the spectators of CPBL in 2009. We used questionnaire as research methods in this study with the main content including population characteristics, the factors for consumer spending money to spectate the game and their willing to pay in consumers' mind. Based on the purpose of study, all the data were arranged by statistics and computed formulas including descriptive statistics and regression analysis were employed. In the results, we found most of the spectators of CPBL were college students aged between 15 and 24 years. The CPBL's consumers spent most money for the entrance tickets (NT$214.45), followed by food (NT$118.92), transport (NT$85.37) and concessions (NT$90.80). This study results concludes that the CPBL's price elasticity was -.018, representing a very low elasticity. Besides, the CPBL's consumers support the game even if the ticket price rose. This shows ticket price was just one of the factors that consumers take into consideration. Excluding prices, the idea of ”consumer preference” in economics should be the major factor. The results could be used as a reference for professional baseball in ticket pricing.

並列關鍵字

professional sports ； demand function ； price elasticity

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