大學生觀賞籃球比賽之消費意願、球隊認同、球隊連結及滿意度研究

The Consumption Intention, Team Identification, Team Connection, and Satisfaction Level of College Students Attending Basketball Tournaments

王慶堂(Ching-Tang Wang) ； 林慧菁(Hui-Ching Lin)

《生物與休閒事業研究》 5卷2期 (2007/12) Pp. 134-140

https://doi.org/10.30133/BLIR.200712.0010

摘要

本研究目的在於探討大學生對於觀看籃球比賽之消費意願、球隊連結、滿意度與球隊認同等心理或行為表現間之關聯程度，研究方法為透過文件分析法，建構出一探索性模型，並採用AMOS 7.0統計軟體進行結構方程模式分析。結果顯示問卷的消費意願、球隊連結、滿意度與球隊認同等四個構面Cronbach''''s α 值皆大於0.9，顯示本研究的信度為優良。結論為球迷在整體滿意度影響其消費意願最高，且球隊認同與消費意願的關聯性，達顯著水準。

關鍵字

消費意願 ； 球隊連結 ； 滿意度

並列摘要

The purpose of the study was to explore the consumption intention, team connection, team identification, and satisfaction level of college students who attended basketball games. By utilizing document analysis, an explored model was developed. The model was then analyzed by AMOS 7.0 to test the structure. The result showed that all the Cronbach's α of the four dimensions (consumption intention, team connection, team identification, and satisfaction level) of the model were larger than. 90. It showed the reliability of the model was superior. The key findings identified that the fans' overall satisfaction level highly influenced college students' consumption intention. In addition, team identification and consumption intention had a high relationship.

並列關鍵字

consumption intention ； team connection ； satisfaction level