- 期刊
2016全國城市足球聯賽觀賞動機與滿意度之研究
A Research on Watching Intention and Satisfaction of 2016 National City Football League
摘要
本研究旨在探討2016年全國城市足球聯賽之入場觀賞者，其觀賞動機與觀賞滿意度之相關程度研究。研究採用問卷調查法進行，研究者於2016年4月9日至同年4月23日於高雄國家體育館、台北田徑場等全國城市足球聯賽舉辦場館地點進行問卷施測，總計發放問卷300份，回收有效問卷288份，有效樣本回收率為96.0%。研究者使用結構方程模式進行觀賞者之觀賞動機與滿意度之相關程度研究，研究結果顯示本研究之模型已正定且具良好之配適度，而2016年全國城市足球聯賽之觀賞者，其觀賞動機與滿意度呈現顯著相關，相關係數為.86，為高度相關，本研究之假設成立。研究者認為呈現高度相關其可能之原因為賽事本身與周邊各項活動、軟硬體設施若能讓觀賞者得到較高滿意度，則其再入場意願亦會隨之提升，進而影響其觀賞之動機；而動機提升，代表觀賞者對於此項運動賽事亦有高度期待，若能給予此期待之正面回應，亦可提高其滿意度。根據研究結論，研究者提出三項建議，包括：一、改善停車動線與流程，加強交通據點接駁服務；二、強化現場活動氣氛，營造高張力比賽環境；三、訂定合宜票價，推出相關促銷活動。
並列摘要
The research aims at investigating the correlation degree between watching intention and satisfaction of the spectators watching 2016 National City Football League on the field. The research applies the method of questionnaire survey which was conducted by the researchers at the stadiums where National City Football League was held, such as Kaohsiung National Stadium, Taipei Stadium, etc., from April. 9th to 23st in 2016. Totally 300 questionnaires were sent out and 288 valid ones were retrieved. The recovery rate of the valid questionnaires was about 96%. The researchers conducted the research on the correlation degree between watching intention and satisfaction of the spectators by using structural equation modeling (SEM). The research findings show that the model of this research is positive definite and in good adaption, and watching intention and satisfaction of the spectators watching 2016 National City Football League on the field have a significant correlation. Their correlation coefficient is 0.86, which is so highly correlated that the assumption of this research is confirmed. Researchers believe that the high correlation may possibly due to the fact that the more satisfaction spectators get from the event itself and its activities, hardware and software facilities in the surrounding area, the higher satisfaction the spectators get, which will increase their willingness to pay the entrance fee again. The improvement of watching intention shows that the spectators also expect this sports event very much. If their expectation is satisfied positively, their satisfaction will be improved accordingly. Based on the research conclusions, researchers put forward three proposals listed as follows. First, improve the parking flow line and the transportation transit services. Second, strengthen the live atmosphere and create high tension competition environment. Third, set reasonable fare and launch relevant promotional campaigns.