Examine the Relationships between Personal Values and Spectator Sport Consumption Behavior-A Taiwanese Sample

個人價值觀和觀賞運動消費行為的關係－以臺灣大學生為例

高立學(Li-Shiue Gau) ； Jeffrey D. James

《休閒事業研究》 8卷1期 (2010/03) Pp. 19-34

https://doi.org/10.6746/LIR.201003_8(1).0002

摘要

本研究試圖找出哪些價值觀和觀賞運動消費有顯著的關係。研究文獻提到77個個人人生價值觀，其中28個可能和觀賞運動有關連。受訪者評分每一個價值觀在他們日常生活中的重要性，另外有六個問項，調查觀賞運動消費行為。參與對象為臺灣282位某大學學生，資料分析主要採用逐步迴歸。結果發現在觀賞運動消費行為方面，從高至低分別為：看電視、閱讀報章雜誌、談論球賽、和上網瀏覽球賽。「成功的 （SUCCESSFUL）」、「良好人際關係（WARM RELATIONSHIPS WITH OTHERS）」和透過電視看球賽正相關、「有抱負的（AMBITIOUS）」 和談論球賽正相關。有趣的發現為，「歸屬感（SENSE OF BELONGING）」和談論球賽、上網瀏覽球賽負相關，重視「平等（EQUALITY）」、「創造性、富于想象的（CREATIVITY）」這兩項價值觀的人，比較不會透過電視看球賽。

關鍵字

價值觀 ； 看球賽 ； 觀賞運動 ； 逐步迴歸

並列摘要

The major purpose of this study was to examine the relationships between personal values and spectator sport consumption behavior. Using existing 77 value measures, a pilot survey was conducted to identify personal values which were considered more relevant to spectator sports (28 emerged). A main study was conducted that utilized a questionnaire with the 28 value measures and 6 modes of spectator sport behavior. The questionnaire was distributed to students enrolled in a university of Taiwan (n = 282). The data were analyzed using stepwise multiple regression. The modes of sport spectator behavior ranked the highest were: watching sports on TV, reading about sports on newspapers or magazines, talking about sports, and watching sports on the Internet. For watching sports on TV, four values were significant predictors based on the results of the stepwise estimation. Respondents who emphasized the values WARM RELATIONSHIPS WITH OTHERS and SUCCESSFUL consumed sports on TV; however, respondents who rated the values EQUALITY and CREATIVITY as important in their daily life tended not to consume sports on TV. For talking about sports, two independent value variables were significant: AMBITIOUS (positive) and SENSE OF BELONGING (negative). For watching sports on the Internet, two value variables were significant: SUCCESSFUL (positive) and SENSE OF BELONGING (negative).

並列關鍵字

Personal value ； Spectator sport ； Spectatorship ； Stepwise Multiple Regression