中華職棒主場現場觀眾體驗、滿意度與行為意向關係之研究－以Lamigo桃猿隊全猿主場為例

主場經營在職業球賽中佔有關鍵性的地位，因此職業球隊成功的主場經營模式最能直接且立即性的提高廣大球迷的滿意度，並讓球迷願意一再進球場觀賞比賽與消費。然而以往中華職棒的主場經營尚未確立，文獻也就較缺乏中華職棒主場現場觀眾體驗、滿意度與行為意向的研究，因此本研究選擇以中華職棒主場現場觀眾為對象探討體驗、滿意度與行為意向的關係。本研究採問卷調查法，以桃猿隊全猿主場現場觀眾為對象，共回收有效問卷301份，以結構方程模式(SEM)作為分析工具。研究結果發現：(1)體驗對滿意度有直接影響效果。(2)滿意度具有體驗與行為意向之間的中介關係。本研究並根據研究結果提出相關的建議供中華職棒和桃猿隊參考。

關鍵字

中華職棒；桃猿隊；體驗；滿意度；行為意向

並列摘要

In view of the home business plays a critical part in the professional baseball game, a successful home business model will increase the baseball fans' satisfaction towards the game and also make them be willing to pay for the game. However, since the home business for the Chinese Professional Baseball League was still under established, the study of the spectators' experience about home-field for the Chinese Professional Baseball League, satisfaction and behavioral intention was relatively few. Therefore, this study chosed the home-field's spectators as the object of the study in order to explore the relationship among the experience, satisfaction, and behavior intention. The research method this study adopted was questionnaire survey, analysis tool was SEM, and survey objects were Taoyuan Lamigo Monkeys' home-field spectators. 301 valid questionnaires were retrieved. The results found that: 1) spectators' experience had a direct impact on the satisfaction; 2) satisfaction had a mediating relationship between between experience and behavioral intention. This study also made a suggestion as a reference to Chinese Professional Baseball League and Taoyuan Lamigo Monkeys based on the study result.

並列關鍵字

Chinese Professional Baseball League ； Taoyuan Lamigo Monkeys ； experience ； satisfaction ； behavioral intention

國際替代計量

中華職棒主場現場觀眾體驗、滿意度與行為意向關係之研究－以Lamigo桃猿隊全猿主場為例

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