中華職棒觀眾之涉入程度、滿意度、忠誠度與運動觀光意願之研究

A Study of Involvement, Satisfaction, Loyalty and Sport Tourism of Spectators of Professional Baseball in ROC

郭進財(Chin-Tsai Kuo) ； 莊貽寧(Yi-Nin Chang) ； 孫美蓮(Mei-Len Sun)

《運動休閒管理學報》 7卷1期 (2010/06) Pp. 70-91

https://doi.org/10.6214/JSRM.201006_7(1).0005

摘要

本研究主要目的：在於探討中華職棒觀眾之涉入程度、滿意度及忠誠度的差異情形，進而探討中華職棒觀眾之涉入程度、滿意度、忠誠度及運動觀光意願之間的關聯性。本研究受試對象為觀賞中華職棒比賽的觀眾，共寄發問卷400份，回收有效問卷353份，有效量表回收率為88.25%。並以t考驗、單因子變異數析及Lisrel路徑分析等統計方法進行驗證分析。本研究結果如下所述：一、不同性別中華職棒觀眾之涉入程度有差異存在，在「生活相關」層面，男性民眾的涉入程度高於女性民眾的涉入程度。二、每月不同家庭收入中華職棒觀眾的滿意度有差異存在，在「技能與知識」層面，每月家庭收入50001~70000 元高於每月家庭收入30000。三、每週不同觀看棒球賽天數中華職棒觀眾的忠誠度有差異存在，顯示觀賞日期與忠誠度成正比。四、中華職棒觀眾的運動觀光意願路徑分析：涉入程度會直接影響忠誠度與滿意度；涉入程度經忠誠度會間接影響運動觀光意願。

關鍵字

涉入程度 ； 滿意度 ； 忠誠度 ； 運動觀光意願

並列摘要

The purposes of this study are to explore the involvement, satisfaction and loyalty of spectators of profession baseball in ROC and to explore the relationship among the involvement, satisfaction and loyalty and sport tourism of spectators of profession baseball in ROC. The subjects of this study are spectators of profession baseball in ROC. A total of 400 questionnaires are sent out and 353 responded questionnaires are effective. The response rate of effective questionnaires is 88.25%. T test, one-way ANOVA, and path analysis of Lisrel are used to analyze the collected data. The findings of this study are as follows: first, there is difference in involvement between male and female spectators of profession baseball in ROC, Male spectators are better than female spectators in life relation. Second, there is difference in satisfaction among different household income of every month of profession baseball in ROC, household income of every month in 50001~7000 have high satisfaction than household income of every month under 30000. Third, there is difference in the loyalty among spectators of profession baseball in ROC, Reveal viewing date and loyalty became direct proportion. Fourth, the path analysis of spectators of profession baseball in ROC shows that the involvement can directly affect satisfaction and loyalty, involvement can indirectly affect the tourism of sport through the loyal.

並列關鍵字

involvement ； satisfaction ； loyalty ； sport tourism

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