2009年高雄世界運動會體驗價值之研究

本研究從2009年世界運動會在高雄的舉辦，探討民眾觀賞大型國際運動賽會體驗價值之情況，統計方式採用因素分析、獨立樣本t檢定、多變量變異數分析等方式進行資料的分析，人口統計資料顯示男性、已婚、21-30歲、職業為教育領域、30,001-50,000元月收入、居住南部、觀賞空手道比賽項目居大多數。已婚民眾在「趣味性」與「服務優越性」顯著優於未婚民眾，51歲以上民眾在「服務優越性」顯著優於21-30歲民眾，教育與商業職業的民眾在「消費者投資報酬」、「趣味性」與「服務優越性」均顯著優於農業與工業的民眾，月收入50001元－70000元的民眾在「消費者投資報酬」、「趣味性」與「服務優越性」均顯著優於全部其他不同月收入的民眾，東部的民眾在「趣味性」與「服務優越性」均顯著優於北部的民眾。建議增加附屬價值提升投資報酬感，建立精緻服務強調品質優越，運用出乎意料之外的趣味性，營造精挑細選的美感，以提升運動賽會觀賞體驗價值。

關鍵字

2009年高雄世界運動會；觀賞；體驗價值；多變量變異數分析

並列摘要

Taking the example of the World Games 2009 hosted in Kaohsiung, the purpose of this study was to discuss peoples' experiential value of large sports events. Factor analysis, t-test and MANOVA were exercised in this study. The results revealed that the demographic data of most participants was male, married, at age of 21-30, working in education field, made monthly income between $30,001 to $50,000, resided in the South of Taiwan and spectated Karate. Married respondents were better than the singles in ””playfulness” and ”service excellence”; people older than 51 years were superior to people at age of 21-30 as to ”service excellence”; with regards to ”consumer return on investment”, ”playfulness” and ”service excellence”, participants whose profession in education and business were greater than those in agriculture and manufacturing industry; participants whose monthly income between $50,001 to $70,000 were also superior to participants whose monthly income falling into other ranges. Participants resided in the Eastern were superior to those in the Northern in ”playfulness” and service excellence”. It is suggested that additional value shall be appended to increase return on investment. Excellent quality of service shall be rendered during the event. Delicate beauty of lay out with interesting amazement shall be created so as to increase the experiential value of the sport event.