中華職棒大聯盟2020年季賽現場觀眾新冠肺炎風險管理認知與觀賽現場防疫舉措知覺之研究

A Study on the COVID-19 Risk Management Recognition and Baseball Park Epidemic Prevention Measurements Perception of the Chinese Professional Baseball League 2020 on-site Spectators

吳志揚(Chih-Yang Wu) ； 葉公鼎(Kong-Ting Yeh) ； 李彩雲(Tsai-Yuan Lee) ； 古育庭(Yu-Ting Gu) ； 馮勝賢(Sheng-Hsien Feng) ； 李孟霖(Meng Lin Li)

《臺灣體育運動管理學報》 21卷2期 (2021/12) Pp. 147-174

https://doi.org/10.6547/tassm.202112_21(2).0002

摘要

目的：本研究為了解中華職棒大聯盟（CPBL）第31年季賽（2020年），現場觀眾對新冠肺炎（COVID-19）風險管理與觀賽現場防疫舉措的知覺情況，藉以提供各界參考。方法：本研究採訪視法蒐集意見，並以紮根理論逐步形成預試問卷，後採Cronbach's α值檢定方法進行信度分析以形成正式問卷，據以調查2,787名現場球迷意見。結果：一、因素分析：正式問卷問項計分為：「疫情下日常生活擔心事情」、「疫情下仍來現場觀賽動機」、「對球場現有防疫措施之滿意」、「球場防疫策略之改善」、「球場防疫措施導致現場觀賽之不便」、「疫情前後對球場服務措施改變之認同」等6項因素。二、差異分析：上述6項因素，與不同球迷人口統計變項存在顯著差異之假設，僅部分成立；三、相關分析：上述6項因素間的相關性考驗，均呈現正向相關。因此本研究各因素存在正向相關的假設，獲得驗證而成立。結論：CPBL31年季賽球迷結構與以往相近但有年輕化現象；數值顯示CPBL的人為風險（球員／教練／球團涉賭）比COVID-19之自然風險可怕。球迷觀感有關疫情下觀賽現場防疫措施，所導致的環境衝擊並非很高，如「對於現場防疫措施的不便利性」；但對「疫情前後對球場服務措施改變之認同」相對有感。建議：實務上CPBL在疫情開打期間須做好防疫措施，以形塑安全觀賽環境，針對防疫措施進行知識管理以傳承經驗，因應並發展年輕球迷的行銷策略；未來學術研究，可進行球迷疫情風險管理與觀賽環境衝擊之因果關係研究，及比較探討不同運動賽會觀賽球迷有關上述議題之差異性。

關鍵字

新冠肺炎 ； 風險辨識 ； 風險自承 ； 風險管理策略 ； 環境衝擊

並列摘要

Purpose: This study investigated the opinions of on-site spectators at Chinese Professional Baseball League (CPBL) games regarding COVID-19 risk management, epidemic prevention measures, and the resultant changes in CPBL park environments. Methodology: This study collected opinions through interviews 20 senior on-site spectators as focus-group subjects and then designed a preliminary questionnaire based on grounded theory. The Cronbach's α test was employed to test reliability and obtain the formal questionnaire for investigating the opinions of 2,787 on-site spectators. Results: 1. Factor analysis: the questionnaire consists of questions regarding six factors, namely ＂worry in daily life during the epidemic,＂ ＂motivation to watch baseball games even during the epidemic,＂ ＂satisfaction with the epidemic-prevention measures in the baseball park,＂ ＂improvement of the baseball park's epidemic-prevention strategy,＂ ＂inconvenience caused by the baseball park's epidemic-prevention measures when watching a baseball game,＂ and ＂ recognition of the services changing before and after the epidemic.＂ 2. Variance analysis: the hypotheses that demographic variables have significant differences for factors are partially validated. 3. Correlation analysis: the factors are positively correlated; therefore, the hypotheses of this research are supported. Conclusions: The demographics of the fans in the CPBL 31st season are similar to those of fans in past seasons, but the fans are generally younger. The fans' psychological impacts by the epidemic environment are less significantly during the 31st season than in previous seasons due to the CPBL epidemic-prevention strategies. Suggestions: As the COVID-19 pandemic continues, the CPBL must continue implementing epidemic-prevention measures and policies in baseball parks to cultivate a safe environment; it must also disseminate information about epidemic-prevention measures to employees and fans, improve such measures, and create marketing strategies to deal with the increasing number of younger fans. Future research should explore the causal relationship between epidemic risk management and the environmental effects of fans. A comparison of the perceptions of on-site spectators at different sports games as related to the aforementioned issues should also be conducted.

並列關鍵字

COVID-19 ； risk identification ； risk retention ； risk management strategy ； environmental effects

參考文獻

王忠茂 (2005) 。2003-2004年中華職棒大聯盟觀眾人數之分析。中華體育季刊，19(3)，53-60。

王建興、黃國軒、方怡潔 (2016) 。球隊主場行銷、屬地聯想、球隊認同與行為意圖之關係研究-以中華職棒大聯盟Lamigo 桃猿隊為例。運動休閒管理學報，13(1)，9-24。

江澤群、林國瑞 (2000 )。體育運動風險管理之探討。北體學報，(7)，206-216。

李俞麟、呂芳陽、倪兆良 (2010) 。中華職棒20年現場觀眾參與行為與觀賞滿意度之研究-以新莊棒球場為例。輔仁大學體育學刊，(9)，142-162。

莊忠柱、陳天賜、姚為守 (2004) 。職業棒球主場觀眾人數的影響因素之探討－以中華職棒聯盟為例。體育學報，(37)，163-175。