人生價值觀和觀賞運動價值

Personal Values and Spectator Sport Values

高立學(Li-Shiue Gau)

《大專體育學術專刊》 99年度 (2010/05) Pp. 411-417

https://doi.org/10.6695/AUES.201005_99.0051

摘要

本研究以「觀賞運動」為客體，探討個人在日常生活中重視的價值觀和觀賞運動價值的關係。以台灣中部某大學學生為研究對象，回收有效問卷322份，男性168人(52%)，男女比例相當。根據 Gau（2007）九種和觀賞運動有關的價值觀類型並參考Kahle（1983）、Rokeach（1973）、Schwartz（1992, 1994）的價值觀理論，發展出30個和觀賞運動有關的價值觀量表。詢問受訪者，每一個價值觀，在受訪者「日常生活中的重要程度」，同時，詢問受訪者每一個價值，個人在觀賞運動中可以實現或獲得的程度，採用Likert五點量尺來衡量。研究結果顯示「享受生活歡樂」、「知識」、「精神生活」、「團體認同」、「自信心」屬於一般人重視的價值觀，並且和觀賞運動聯結，是觀賞運動活動管理者可以特別強調的價值，以吸引觀眾。「誠實」屬於一般人重視的價值觀，但並未與觀賞運動聯結，值得管理者警惕，需要改善觀賞運動的正直誠實形象。「國家情感」、「刺激的生活」、「興奮感」屬於一般人較不重視的價值觀，但觀賞運動可以產生的價值，雖然較可以在觀賞運動中突顯的價值，卻未必吸引多數的觀眾。「歸屬感」、「重視家人感受」有待後續研究的確認。

關鍵字

運動觀賞 ； Kahle ； Maslow ； Rokeach ； Schwartz

並列摘要

This study uses ”spectator sport” as an object to examine the relationships between values that a person has and values that the object has. Participants were recruited at a university in central Taiwan. The valid questionnaires were 322. The sample was consisted of 168 (52%) males, indicating a good balance of gender. Based on Gau's (2007) nine value types associated with spectator sports, and Kahle's (1983); Rokeach's (1973); Schwartz' (1992, 1994) value theories, a spectator sport value scale of 30 items was developed. Participants were asked to rate the importance of each value in their daily life and to rate each value for the degree of association with spectator sports, using a five-point Likert scale. The results showed that ”enjoying life,” ”knowledge,” ”spiritual life,” ”group identification” and ”self-confidence” were values both emphasized in daily life and associated with spectator sports. Spectator sport managers may use these values as themes to attract fans. ”Honest” was emphasized in daily life but not associated with spectator sports. It is suggested that spectator sport managers might want to emphasize the integrity in spectator sports to improve the image of spectator sports. ”Nationalism,” ”exciting life” and ”excitement” were generally less emphasized in daily life, but were associated with spectator sports. Although spectator sport managers can easily highlight the values of excitement and nationalism associated with spectator sports in marketing, this marketing strategy may not attract the majority of the audience. Future research is required to re-examine the importance of ”Sense of belonging” and ”the feeling of family members” in daily life.

並列關鍵字

spectatorship ； Kahle ； Maslow ； Rokeach ； Schwartz