義大犀牛球迷參與動機與行為意圖之研究

本研究旨在探討中華職業棒球大聯盟之球迷參與現場賽事之動機與行為意圖，採用問卷調查法進行研究，透過結構方程模式分析資料之適配程度以及各因素之間的關係，最後以交叉效度檢定樣本群之模式恆等性。本研究使用自編「中華職棒球迷參與賽事動機與行為意圖調查問卷」做為研究工具，採取立意取樣方式，針對高雄市立澄清湖棒球場入場觀戰之義大犀牛隊球迷為研究對象，共計發放409份問卷，回收409份問卷，有效問卷共計384份，有效回收率為93.9 %。所得之有效樣本資料以SPSS for Windows 12.0 與Amos 20.0兩套軟體進行分析。研究結果顯示本研究所建製之研究模型配適度為良好，且研究假設之義大犀牛隊球迷參與動機正向顯著影響行為意圖成立。根據本研究結果，研究者提出五點建議：（一）深度經營特定族群之球迷。（二）加強大眾運輸載運球迷之效能。（三）建立球團、球員形象，加強與球迷之互動。（四）廣徵商品設計稿，提升商品設計與製造品質。（五）藉現有球迷耕耘新進球迷。依據本研究之結果，研究者建議未來可增加中華職棒其他三隊球迷之參與動機與行為意圖之研究，並增加多年度或多群組比較，以使本研究更臻完美。

關鍵字

義大犀牛；參與動機；行為意圖

並列摘要

The purpose of doing this study was to understand the motivation and behavioral intention for fans of Chinese Professional Baseball League (CPBL) participating in the game at the stadium. The using data for this study were collected by the questionnaires. The researcher composed a questionnaire ＂The Questionnaire for the Motivation Participation and Behavioral Intention for Fans of CPBL＂ and used it as the research tool, selecting EDA Rhinos' fans at the Cheng-cing Lake Baseball Field as subjects to do this study. Based on the surveyed-questionnaire method, there were 409 questionnaires issued and retrieved, and 384 of them were valid. The valid response rate is 93.9 %. The analyzed methods included Descriptive Statistical Analysis by SPSS for Windows 12.0, and Structural Equation Modeling Analysis by Amos 20.0. The results of this research showed that the research model 's goodness of fit was good, and the hypothesis that participation motivation had an significant and positive influence on behavioral intention was valid. According the results, the researcher proposed five suggestions showing as follows: 1. To develop the fans of the dissimilar and specific background groups. 2. To increase the efficacy of public transportations to the stadium. 3. To build the image of the team and players, and increase the frequency of fans meeting. 4. To solicit public opinion about the design ideas of merchandise, and increase the design and manufacturing quality of merchandise. 5. To increase the intention that the original fans recommend this team to the beginning fans. Based on the result of this study, the researcher made recommendations that the future study about the participation motivation and behavioral intention of other teams' fans, and researching into the comparison between the different seasons or fans' groups.