中華職棒球迷賽事觀賞動機與消費行為的關聯性：以Funk氏棒球賽事球迷參與動機量表為工具

目的：探討球迷運動及觀賽經驗、背景資訊、Funk氏棒球賽事球迷參與動機量表結果與球迷族群的棒球相關消費經驗之關聯性。方法：自2023年1月7日至1月24日，以線上問卷調查進行滾雪球式抽樣，收錄問卷進行分析。除了受訪者的運動及觀賽經驗、背景資訊外，Funk式量表分成控制、自主、行為意圖等三大子量表，而消費行為亦包涵與職棒相關的（1）總體消費（所有消費行為的聯集）、（2）購票入場（單指購買門票入場）、（3）周邊消費行為（除了購票入場以外的消費行為之聯集）。結果：在多因素結果中發現與總體消費有關的因子包含球齡、最近一年進球場觀賽次數、Funk行為意圖總分；與周邊消費行為有關的因子包含每月可支配金錢、未來球季預期觀賽頻率、Funk行為意圖總分；與購票入場有關的因子包含球齡、每月可支配金錢、未來球季預期觀賽頻率、最近一年進球場觀賽次數、Funk控制總分、Funk自主總分。結論：球迷的消費行為依照不同種類細分後，關聯性因子有不同組合。在商業規劃與行銷策略上體現出針對不同營銷目的，需要搭配不同的球迷背景、經驗、內在動機進行考量。球迷背景的差異也提供了不同營銷目的潛在可開發客群之參考。

關鍵字

中華職棒；消費行為；觀賞動機； Funk氏棒球賽事球迷參與動機量表

並列摘要

Purpose: Investigation the associations between CPBL fans' consumer behavior and their game experiences, demographics, Funk's SPEED measurement results. Method: From Jan-7 to Jan-24 in 20203, participant's replies were collected using snowball sampling on an online questionnaire platform. The data includes participant's basketball participating experience, game watching experience, demographics, Funk's SPEED measurement results, and consumer behaviors. Funk's SPEED includes three sub-scales: control, independent, behavior intention. The consumer behaviors include overall consumption (all kinds of CPBL related consumption) , buying game ticket (for watching official games) , and peripheral consumption (all kinds of CPBL related consumption except of buying game ticket) . Result: In multivariate logistic regression results, overall consumption was found related to participant's seniority, times of watching on-site games in recent year, and Funk behavior intention scale total score; the factors associated to peripheral consumption were personal monthly disposable money, expected frequency of watching game in future season, and Funk behavior intention scale total score; finally, the associated factors of buying game tickets were participant's seniority, personal monthly disposable money, expected frequency of watching game in future season, times of watching on-site games in recent year, and Funk control scale and independent scale total scores. Conclusion: Different kind of consumer behavior has its own combination of associated factors. With different goals of business plan and marketing strategy, fans' demographics, experiences, and intrinsic motivation should be considered. The differentiation of fans' background also provides different potential consumers for developing.

並列關鍵字

CPBL ； consumer behavior ； watching motivation ； Funk's SPEED Measurement

參考文獻

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