中華職棒大聯盟觀賞性運動賽會服務品質之研究

Research of Service Quality Chinese Professional Baseball League (CPBL) in Spectator Sports

魏春娥(Chun-Oh Wei) ； 盧慧萍(Hui-Ping Lu) ； 徐茂洲(Mao-Chou Hsu)

《運動休閒管理學報》 16卷4期 (2019/12) Pp. 47-63

https://doi.org/10.6214/JSRM.201912_16(4).0003

摘要

職業棒球是令國人矚目的觀賞性運動服務之一，職棒球隊不只是運動球隊，更是一種營利事業。因此，如何擁有足夠的觀眾與票房支持球隊生存發展，瞭解中華職棒大聯盟觀賞性運動賽會服務品質模式，並以此基礎擬定行銷策略吸引與維持顧客，為一項重要研究。本研究目的應用結構方程模式驗證中華職棒大聯盟觀賞性運動賽會服務品質模式之信效度，並藉此提昇觀賞性運動賽會之服務品質。本研究針對職棒第29年度曾親赴現場觀賞中華職棒賽事觀眾者進行相關問卷研究，於2018年3月至4月在新北市立新莊棒球場、桃園國際棒球場、臺中洲際棒球場以及臺南市立棒球場各取樣75位觀賽民眾填答問卷，共計發放300份問卷，並以SPSS 12.0進行資料處理及描述性分析，以Amos20.0進行結構方程模式（SEM）分析。研究結果顯示中華職棒大聯盟觀賞性運動賽會服務品質模式具有良好信效度與適配度。根據研究結果提出具體建議：一、增設球場環形LED與加強播音設備。二、增設電子票券售票APP。三、增加賽前表演多元化。四、增設洗手間之通風設備。五、尋找贊助商，增加球迷進場看球意願。六、妥善規劃球場美食街。七、加大觀眾席座位間格距離。八、妥善規劃停車空間及散場動線。期能提供政府、球團及相關單位擬定運動行銷策略之參考。

關鍵字

結構方程模式 ； 中華職棒大聯盟 ； 觀賞性運動 ； 服務品質

並列摘要

Professional baseball was one of the eye-catching Spectator Sports in Taiwain. The professional baseball team is not just a sports team but also a profit- making business. Hence, there is an essential study which is based in marketing strategy to attact certain customer --- a sports team surviving with sufficient spectators and boxes and understanding service quality pattern of Chinese Professional Baseball League in Spectator Sports. The purpose of this study is to verify the reliability and validity of the service quality pattern of Chinese Professional Baseball League in Spectator Sports by using the structural equation model and enhance the service quality of the Spectator Sports. This study was established in the relevant questionnaire surveys for spectators having the experiments in seeing 29th Chinese professional baseball tournamentby their own eyes. A total of 300 questionnaires were distributed and 75 questionnaires were collected from New Taipei City Xinzhuang Baseball Stadium, Taoyuan International Baseball Stadium, Taichung Intercontinental Baseball Stadium, and Tainan Municipal Baseball Stadium from March to April 2018. Questionare data were analyzed by SPSS 12.0 for data analysis and caluation by descriptive statistics and Structural Equation Modeling(SEM) running in AMOS 20.0. The study shows good reliability, validity, and Fitnes in service quality pattern of Chinese Professional Baseball League in Spectator Sports. Accorinding to the study results, there are specific suggestions as follows: (1)adding stadium ring LEDs and enhanced broadcasting equipment. (2)adding electronic ticketing application. (3)increasing the diversity of performance before the game. (4)adding ventilation equipments in washrooms. (5)finding sponsors and increasing the willingness of fans to enter the game. (6)properly plan in the stadium food street. (7)increasing the distance between the seats of the spectuarors. (8)properly plan the parking space and exit routes. Hope this reference can provide the government, the pellets, and related units to set up the spots marketing strategy.

並列關鍵字

Structural Equation Modeling(SEM) ； Chinese Professional Baseball League ； Spectator Sports ； Service quality

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