桌球競賽現場觀眾觀賞動機與行為意圖關係之研究－以服務品質滿意度為中介

本研究主要目的在於瞭解桌球競賽現場觀眾的觀賞動機、滿意度及行為意圖之關係。採用問卷調查法，以2017世界大學運動會桌球賽現場觀眾為對象，共獲得有效問卷595份。以描述性統計分析觀眾之背景組成，皮爾森積差相關分析及階層迴歸分析檢驗觀賞動機、滿意度及行為意圖之中介效果。研究結果發現，世大運桌球觀眾組成在性別及年齡方面並無太大的差異，但過去無桌球運動經驗的觀眾佔多數。其次，滿意度會部分中介觀賞動機與行為意圖。

關鍵字

2017世界大學運動會；觀賞行為；層級迴歸分析

並列摘要

The main purpose of this study is to understand the audience's viewing motivation, satisfaction and behavioral intentions of the table tennis game. A questionnaire survey was conducted on the audience of the 2017 Summer Universidad table tennis tournament. A total of 595 valid questionnaires were obtained. Descriptive statistics were used to analyze the background composition of the audience. Pearson's polynomial correlation analysis and hierarchical regression analysis were used to examine the mediating effects of ornamental motivation, satisfaction, and behavioral intentions. The study found that there is not much difference in the gender and age of the spectators in the World Games, but the majority of audiences who had no experience in table tennis exercise in the past. Second, satisfaction will partially mediate the viewing motives and behavioral intentions.

並列關鍵字

2017 Summer Universidad ； watching behavior ； hierarchical regression analysis

參考文獻

Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1991). Understanding, measuring and improving service quality findings from a multiphase research program, service quality. Multidisciplinary and Multinational Perspectives, 4, 27-37.