本研究以超級籃球聯賽之消費者為研究對象,主要分析超級籃球聯賽消費者之人口統計變項及參與動機。首先分析消費者基本實料及參與動機的描述性統計;其次將消費者參與動機使進行因素分析及集群分析,最後比較不同背景變項之消費者參與動機之差異情形。 本研究採問卷調查法,調查超級籃球聯賽277位消費者。根據實際調查所得資料,以描述性統計、因素分析、集群分析及卡方檢定等統計方法進行資料分析得以下結論: 一、消費者基本資料:本研究對象,以女性居多佔78%,男性佔22%,在年齡分布方面,以21~30歲者居多佔44.4%, 50歲以上者最少佔0.4%;在婚姻狀況方面,未婚者為犬多數佔71.5%,已婚者有27.4%,其他則佔1.1%;在教育程度方面,高中(職)佔較多,有42.2%,研究所以上者最少佔4.7%;月收入方面,以10000元以下者居多佔48.7%,30001~40000元最少佔5.1%。 二、集群分析:本研究依受試者在參與動機各因素之因素分數將之分成三群,各集群命名分別為集群一命名為「隨意不拘者」;集群二命名為「死忠支持者」;集群三命名為「獲得休息與放鬆者」。 三、不同人口統計變項與參與動機對變異數分析:參與動機各集群在各背景變項除了性別之外,其餘在年齡、婚姻、教育程度和月收入上皆無顯著的差異。
This study attempted to investigate the relationships between participative motive variables and the members' demographic variables. The number of valid questionnaires is 277. By using factor analysis, cluster analysis, and Chi-square test, the conclusions are drawn as follows: participative motive variables are statistically significant upon the gender variable. This case study is concluded the following points: 1. Demographically, the ratio of female members was higher than male members the general age of members is between 21 and 30 years old; the average educational background for these members are senior high degree. 2. Different background variables and participative motive were analyzed by one-way ANOVA. Results indicate there are not significant differences between participative motive and demographical variables such as, age, marital status, educational background, and monthly salary, except gender.