打籃球和看籃球的關係

This research attempts to examine the relationships between the level of specialization in basketball participation and spectating motivation and behavior. The first and second hypotheses were: people characterized with a high level of specialization in basketball participation had stronger motivation and are more likely to watch basketball games than people with a low level of specialization. The third and fourth hypotheses were: more people in the high-specialization group than those in the low-specialization group were primarily motivated by the motives of Knowledge and Self-esteem to watch basketball games. The fifth and sixth hypotheses were: more people in the low-specialization group than those in the high-specialization group were primarily motivated by the motives of Entertainment and Sociability. A questionnaire was created, which included a measure of levels of specialization (Bryan, 1977; Little, 1976; McIntyre & Pigram, 1992; Scott &d Shafer, 2001) in playing basketball, measures of the four motives for spectator sports (Gau, 2008; Milne & McDonald, 1999; Trail & James, 2001; Wann, 1995), and four modes of sport spectator behavior (Gau, 2007). Using convenience sampling and quota sampling, the questionnaire was distributed in live game sites, basketball courses and school classes. Five hundred and fifty-seven questionnaires were returned and 546 were valid. The sample was consisted of 55% males. The reliabilities of the scales were between 0.88 and 0.96. Participants were divided into two groups by using a cluster analysis (K-means) in terms of specialization in basketball participation: the high-specialization group (n=269) and the low-specialization group (n=257). Comparing the two groups, the results showed that individuals characterized by a high level of specialization in playing basketball were more strongly motivated and more likely to watch basketball games than those characterized by a low level of specialization (p＜.05). The first and second hypotheses were supported. Further, chi-square tests showed that more people from the high-specialization group than those from the low-specialization group chose Knowledge as the major motive for watching sports (p＜.05). By contrast, more people from the low-specialization group than those from the high-specialization group chose Entertainment and Sociability (p＜.05) as the major motives to watch sports. The hypothesis 3, 5, 6 were supported. Nevertheless, the hypothesis 4 that ”more people in the high-specialization group than those in the low-specialization group were primarily motivated by Self-esteem to watch basketball games” was not supported. Sport managers may use Sociability and Entertainment as themes in marketing activities to attract people with a low level of participating specialization to watch sports.