A Study on Antecedents and Outcome of Customer Satisfaction in the Sporting Event: The Case of 2010 XVII IBAF Intercontinental Cup

運動賽會滿意度前置變項與結果變項關係之研究—以2010年洲際盃棒球賽為例

林怡秀(Yi-Hsiu Lin) ； 陳文英(Wen-Ing Chen)

《運動休閒管理學報》 9卷2期 (2012/12) Pp. 230-245

https://doi.org/10.6214/JSRM.201212_9(2).0015

摘要

本研究目的乃是建構一個以觀賞性運動賽會情境現場觀眾滿意度之前置變項與結果變項之模式。本研究以2010年洲際盃棒球賽為研究標的，以比例抽樣方法回收有效樣本355份。本研究使用描述性統計、驗證性因素分析、結構方程模式，並在顯著水準設於.05之下，以SPSS 15.0及LISREL 8.51 統計軟體進行資料分析。研究發現，場館服務人員、場館空間及計分板為顧客場館滿意度的前置因子；對戰球隊、賽會氣氛則是賽會滿意度之顯著前置因子。此外，賽會滿意度正向影響顧客行為意圖。賽會經理可經由改善滿意度前置因子，進而提升顧客滿意度及行為意圖。

關鍵字

服務 ； 滿意度 ； 運動賽會 ； 意圖

並列摘要

This current study was to develop a comprehensive model investigating antecedents and outcome of customer satisfaction in the spectator sporting event context. A total of 355 valid questionnaires were collected using proportionate sampling in 2010 XVII IBAF Intercontinental Cup events. Descriptive statistics, confirmatory factor analysis, and structural equation modeling along with SPSS 15.0 and LISREL 8.51 were utilized for data analysis with the level of significance .05. Empirical analysis demonstrated that stadium staff, facility space, and scoreboard were the critical elements that form customers' perceptions regarding facility service satisfaction. In addition, opposing team characteristics and game atmosphere were significant predictors of customers' perceptions with respect to game service satisfaction. Finally, game service satisfaction positively influenced customers' behavioral intentions. Event managers may put more efforts to increase customers' satisfaction and purchase intention by means of the elements that form game satisfaction and facility satisfaction.

並列關鍵字

service ； satisfaction ； sporting event ； intention

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