雅典奧運成棒賽對職棒觀眾人數的影響分析

本研究分析中華成棒代表隊，在2004年雅典奧運之各項成績表現，並藉此探討奧運前後職棒例行賽，平均單場觀眾人數之差異。研究以職棒15年下半球季第一場例行賽起至奧運前共57場例行賽，相等取奧運後57場例行賽，依上述兩組之每場觀眾人數，區分假日（奧運前22場，奧運後20場）與非假日（奧運前35場，奧運後37場），以獨立樣本t檢定，及p＜.05顯著水準作分析比較，依資料發現：奧運後整體觀眾人數，較奧運前減少1068.35人次，降幅達29.57％，達顯著水準p＝.01，奧運後在非假日期間，觀眾人數減少1103.60人次，降幅達36.05％，達顯著水準p＝.015，奧運後在假日期間，觀眾人數減少860.34人次，降幅達19.16％，未達顯著水準p＝.225。又因奧運會期間，職棒8月份之例行賽幾乎完全停賽，如以7、9、10月份之觀眾人數，以獨立樣本單因子變異數分析，及p＜.05為顯著水準驗作分析比較，依資料發現：9月觀眾人數較7月減少了1167.44，降幅達31.32﹪，但10月觀眾人數較7月，僅減少215.25，達5.77％，但未達顯著水準p＝.064，因假日與7、9、10月份之觀眾人數，未達顯著水準，推測奧運成績應不是影響觀眾人數下降之主要原因，但仍建議職棒聯盟或球團在類似情況下，應作促銷活動，以避免觀眾人數之下滑。

關鍵字

雅典奧運；職棒；觀衆人數

並列摘要

This study analyzed the performance of the Chinese Taipei national baseball team during the Athens Olympic Games so as to explore the change in the average number of spectator in every single professional baseball game during the regular season before and after the Athens Olympic Games. 57 regular games prior to and another 57 after the Athens Olympic Games of the 15th professional baseball year were used as subjects for the study. The spectators of these two groups were distinguished in terms of holiday and non-holiday and examined by t-test with an Alpha level at 0.05. The results indicated that the overall number of holiday spectator had reduced 1068.35 person-times after the Athens Olympic Games incorporating with a decreased rate of 29.57% at a significant level less then 0.01. The number of non-holiday spectators had reduced 1103.60 person-times after the Athens Olympic Games incorporating with a decreased rate of 36.05% at a significant Alpha level of 0.015. The number of holiday spectator, on the other hand, had reduced 860.34 person-times incorporating with a decreased rate of 19.16% at an insignificant Alpha level of 0.225. During the Olympic Games period, all regular games of August were almost canceled so that the difference in the number of spectators for July, September and October were compared by One-way analysis of variance at the Alpha level of p＜0.05. The results indicated that the number of spectators for September was less 1167.44 person-times than July with a reduced rate of 31.32%. Yet, the number of spectator of October was merely less 215.25 than July with an insignificant decreased rate of 5.77%. Due to the difference in spectator number for holiday and July, September and October were insignificant, the performance of Chinese Taipei national baseball team in the Athens Olympic Games could not be contributed to the reason decreasing the attendance of professional baseball games. However, this study suggested that the professional baseball league should manage some promotional activities to prevent the attendance from decreasing under such a circumstance.