建構職棒球賽再次購票觀賞的行為意圖模式：以涉入程度為區隔變數

Construction of Behavioral Intention Model of the Repurchase in CPBL Spectator Attendance: Use of the Degree of Involvement as a Segmentation Variable

余宗龍(Chung-Long Yu)

《大專體育學刊》 16卷2期 (2014/06) Pp. 151-166

https://doi.org/10.5297/ser.1602.003

摘要

本研究以Ajzen（1985）的計畫行為理論為基礎架構，並進一步運用涉入程度作為區隔變數，來檢視高、低涉入區隔族群之職棒球賽再次購票觀賞的行為模式是否具有差異性。本研究採問卷調查法，總計發出600份問卷，經回收整理後有效問卷為516份（有效回收率達85.6%），所得資料以結構方程式進行統計分析。主要發現為：一、本研究所建構的兩個假設模型皆有良好的配適度；二、高涉入區隔族群的態度是影響職棒球賽再次購票觀賽意圖最主要的因素；主觀規範則為低涉入區隔族群再次購票觀賞意圖的重要預測因子；三、解釋高涉入區隔族群的再次購票觀賞行為，使用理性行為理論較為合適；計畫行為理論則較適用於探討低涉入區隔族群的再次購票觀賞行為。本研究結論：上述實證分析結果驗證了不同涉入區隔族群消費者之職棒球賽再次購票觀賞行為模式具差異性，因此運動行銷人員可藉此針對不同區隔族群，規劃更有效的行銷策略。

關鍵字

再次購票意願 ； 態度 ； 主觀規範 ； 知覺行為控制

並列摘要

Based on the fundamental framework of the Theory of Planned Behavior (TPB), the present study further used the degree of involvement as a segmentation variable to examine whether the differences exists between highly- and lowly-involved models of repurchase intention in Chinese Professional Baseball League (CPBL) spectator attendance. This study adopted questionnaire survey method by distributing a 600 questionnaires to participants, and 516 usable questionnaires were obtained with 85.6% successful response rate. Obtained data were statistically analyzed by Structural Equation Modeling (SEM). The primary findings of the study were as follows; 1). Two hypothesized models, which were established by this study exhibited a good fit, 2). 'Attitude' was the most influential factor that affecting the repurchase intention of game attendance for highly-involved segment, whereas 'subjective norm' was the most significant predictor for lowly-involved segment. 3). The Theory of Reasoned Action (TRA) was more appropriate for explaining the repurchase intention of spectator attendance in highly-involved segment, while TPB was more suitable for exploring the repurchase intention of lowly-involved segment. This empirical analysis confirmed that there was significant difference in models of repurchase intention to attend CPBL games between highly- and lowly-involved segments. Therefore, sports marketing staff can formulate more effective strategies for different segments of this target market.

並列關鍵字

repurchase intention ； attitude ； subjective norm ； perceived behavioral control

參考文獻

中華職棒大聯盟（2013，10 月 4 日）。去年與今年票房比較。資料引自 http://www.cpbl.com.tw

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