本研究目的係為瞭解臺北市民對2017 臺北世界大學運動會的認知程度、支持度與未來發展狀況。電話訪問調查為本研究方法,以臺北市地區18 歲以上民眾為研究對象,採取隨機抽樣進行訪查,共抽取1073 位受訪者。本研究採用描述性統計、百分比分析、交叉分析及卡方檢定,分析受訪者對2017 臺北世界大學運動會之反應情形。本研究發現,45.5%受訪者不知道臺北市已爭取到2017 世界大學運動會之主辦權,但77.6%的受訪者支持本項國際綜合型賽會。在性別方面,男性支持 2017 臺北世界大學運動會的比例多於女性;在年齡方面以18-19 歲最為支持本賽會之年齡層。教育程度方面,以大學教育程度之受訪者最為認同舉辦2017 世大運能提高我國在國際社會上之能見度;買票進場觀賞比賽而言,以有運動習慣之臺北市民意願較高。本研究結果提出行銷策略與未來研究上之建議,盼能促進中央政府、地方政府及籌辦委員會加強世大運之宣傳與推廣國際綜合型賽會之實質效益,並吸引企業挹注運動之行列中,創造企業與運動雙贏之利基,且激發民眾對世運動的期待認同感,滿足民眾需求,以達成功舉辦世大運之目的。
The current study aimed at comprehending Taipei City citizens' opinions and concerns regarding the 2017 Taipei Universiade issue. This study randomly selected general Taipei City public above the age of 18 by telephone. A total of 1,073 subjects were chosen. The statistics of description, percentage, the cross analysis and chi-square were used to analyze the public's responses regarding the 2017 Taipei Universiade. The results pointed out that 45.5% of the subjects didn't receive information regarding Taipei City hosting the 2017 Universiade, but that 77.6% of them supported Taipei City in hosting the event. Further, from the gender background of those subjects, men support the 2017 Universiade than women, while the age group 18-19 years supported it the most. From an educational background, those who hold a bachelor degree, mainly indicated that they identify with the 2017 Universiade to increase visibility of Taiwan. In addition, the subjects who had regular sport habits showed higher desire to purchase tickets to watch the event. According to the results, the present study provided marketing strategies and suggestions for future studies. The central government, the Taipei City government and the Organizing Committee should promote and popularize the essential value of this mega-event and thus attract enterprises to invest in the sport events and so create a win-win situation. Marketing the event properly will boost citizens' expectations and recognition. To satisfy the citizens' needs, it is necessary to promote the 2017 Universiade activity effectively and then successfully hold a fabulous event.