94學年度UBA主場運動觀眾消費頻率、觀賞動機與滿意度

An Analysis of Correlation among the Frequency of Sport Consumption, Motivational Determinants and Satisfaction of Sport Consumers at 2005 UBA Division I Level

彭小惠(Hsiao-Hwei Pemg)

《臺灣體育運動管理學報》 6期 (2008/06) Pp. 99-116

https://doi.org/10.6547/tassm.2008.0007

摘要

Purposes: The purposes of the study were to identify the sport spectators at UBA
Division I level and to analyze the relationship among the frequency of sport consumption, frequency of future sport consumption, motivation, and satisfaction of these sport spectators. Methods: The subjects who were at the selected home games were chosen for the study. Of the 620 questionnaires delivered, 584 were returned, making the response rate of 94%. The research instrument was modified from Peng’s study (2005). Descriptive statistics, T test, one way ANOVA, the Pearson product moment correlation coefficient, and Spearman rank order correlation coefficient were utilized for data analyses. Results:
The results were summarized as follows:
1. Descriptive statistics for UBA sport spectators
2. There were significant differences between home game schools, and between male and female sport spectators in motivational determinants. The home game sport spectators at Taipei Physical Education College had higher motivation than those at Chinese Culture University.
3. There were significant differences between male and female subjects in satisfaction.
4. There was a significant relationship between motivation and satisfaction (r=.436, p＜.01)。
5. The UBA home game sport spectators showed that their interest for attending UBA games is getting higher.
Conclusions: There is a great market potential in female sport spectators in the near future. Based on the results, it is recommended that future studies should continue to explore other motivational determinants and satisfaction factors, such as customer loyalty, involvement level, brand equity, and consumer behavior, ought to be included to cross-examine the relationship among them. The data collected from the related studies would help to clarify the path of sport consumer behaviors.

關鍵字

UBA ； 主場 ； 運動觀眾 ； 運動消費者 ； 觀賞動機 ； 滿意度 ； 籃球

並列摘要

Purposes: The purposes of the study were to identify the sport spectators at UBA
Division I level and to analyze the relationship among the frequency of sport consumption, frequency of future sport consumption, motivation, and satisfaction of these sport spectators. Methods: The subjects who were at the selected home games were chosen for the study. Of the 620 questionnaires delivered, 584 were returned, making the response rate of 94%. The research instrument was modified from Peng’s study (2005). Descriptive statistics, T test, one way ANOVA, the Pearson product moment correlation coefficient, and Spearman rank order correlation coefficient were utilized for data analyses. Results:
The results were summarized as follows:
1. Descriptive statistics for UBA sport spectators
2. There were significant differences between home game schools, and between male and female sport spectators in motivational determinants. The home game sport spectators at Taipei Physical Education College had higher motivation than those at Chinese Culture University.
3. There were significant differences between male and female subjects in satisfaction.
4. There was a significant relationship between motivation and satisfaction (r=.436, p＜.01)。
5. The UBA home game sport spectators showed that their interest for attending UBA games is getting higher.
Conclusions: There is a great market potential in female sport spectators in the near future. Based on the results, it is recommended that future studies should continue to explore other motivational determinants and satisfaction factors, such as customer loyalty, involvement level, brand equity, and consumer behavior, ought to be included to cross-examine the relationship among them. The data collected from the related studies would help to clarify the path of sport consumer behaviors.

並列關鍵字

UBA ； home game ； sport spectator ； sport consumer ； motivation ； satisfaction ； basketball

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