消費者體驗感受對行為意圖的影響－以職業棒球為例

The Relationships among Experience and Behavioral Intentions-A Case Study of Professional Baseball

郭志騰(Chi-Teng Kuo)

《休閒運動期刊》 10期 (2011/08) Pp. 55-67

https://doi.org/10.29909/IWCMAT.201108.0005

摘要

本研究目的旨在了解職業棒球消費者體驗廠受對行為意圖的影響，研究對象為職業棒球消費者。研究利用問卷調查法對職業棒球消費者進行調查，共發出350份問卷，回收有效問卷320份。本研究以描述性統計、因素分析、t考驗及迴歸分析等統計方式進行資料處理。研究結果顯示：（一）職業棒球消費者的體驗戚受對於行為意圖有正向的顯著影響。（二）職業棒球體驗感受中，感官及情感模組的影響力較大。（三）消費者的行為意圖中，推薦他人來觀賞的影響力較大。

關鍵字

職業棒球 ； 體驗 ； 行為意圖

並列摘要

The purposes of this research aimed to analyze the relationships among the experience and behavioral intentions of professional baseball. Using employed questionnaire method to survey professional baseball consumer, 350 self-administed questionnaires were distributed, and resulted in 320 valid responses. The date was analyzed by descriptive statistics, factor analysis, t-test and Regression analysis. The result of study is found: First, the consumer experience had an obvious influence on the behavioral intentions; Second, the sense and feel was the most significant factor in influencing the experience; Third, the recommend others was the most significant factor in influencing the behavioral intentions.

並列關鍵字

professional baseball ； experiential ； behavioral intentions