主場行銷、主場球隊認同、進場觀賽動機與主場文化之關係研究－以中華職棒大聯盟為例

職業運動為帶動國家運動產業發展的重要角色，如何讓觀眾願意進場觀賞職業運動比賽一直是業界所關注的問題。透過經營主場，以主場行銷來吸引觀眾為當今中華職棒普遍使用的方式。而球迷在支持球隊主場觀賽的過程中，所經歷的生活中體驗，即為主場文化。本研究目的在於 (一) 了解中華職棒各球隊主場球迷的階層特質、(二) 探討中職主場進場球迷對於主場行銷、主場球隊認同、進場觀賽動機與主場文化等變項的感受程度、(三) 比較各變項間的關係。本研究採問卷調查法，對象為2018-2019年間曾進支持球隊主場中觀賞比賽的中華職棒球迷，透過描述性統計、獨立樣本t檢定、單因子變異數分析、多元逐步迴歸分析來進行統計分析。根據研究結果顯示，(一) 性別、年齡、支持球隊、是否為支持球隊主場所在地居民、例行賽進場次數、主場進場次數、日常關注頻率對於主場行銷有影響力。(二) 年齡、支持球隊、例行賽進場次數、主場進場次數、日常關注頻率對於主場球隊認同有影響力。(三) 年齡、例行賽進場次數、主場進場次數、日常關注頻率對於進場觀賽動機有影響力。(四) 年齡、支持球隊、例行賽進場次數、主場進場次數、日常關注頻率對於主場文化有影響力。(五) 主場行銷、主場球隊認同、進場觀賽動機與主場文化三者間互為正向相關，以進場觀賽動機和主場文化的相關性最高。(六) 主場行銷、主場球隊認同、進場觀賽動機對主場文化有預測力，以進場觀賽動機的個別預測力41.6%為最高。本研究並根據研究結果提出建議，以供業界經營與未來進階研究參考。

關鍵字

觀賞性賽事；職業運動；主場球迷；主場運動行銷；運動觀賞文化

並列摘要

Professional Sport plays an important role in sport industry development. Ways to attract audience going to stadium to watch the game is a popular topic in industry. Home court operation and Home marketing has been a common way to attract audience in Chinese Professional Baseball League (CPBL) in Taiwan. As baseball fans go to home court, watch games and show their support to the team, all experience in progress is called “Home court culture”. This study is going to (1) know kinds of backgrounds about fans who going to their supported team home court to watch games in CPBL (2) underatnd fans experience to home marketing, home team identification, spectating motivations and home court culture in CPBL (3) investigate relationships between home marketing, home team identification, spectating motivations and home court culture. A questionnaire survey was conducted to CPBL fans who had gone to their supported team home court to watch games in 2018-2019. Descriptive statistics, Independent sample t test, analysis of variance, Pearson correlation and multiple regression analysis was applied. The results of this study are (1) fans with different gender, age, support team, reside region, frequency of going to games, frequency of going to home games, frequency of following differ significant in home marketing (2) fans with different age, support team, frequency of going to games, frequency of going to home games, frequency of following differ significant in home team identification (3) fans with different age, frequency of going to games, frequency of going to home games, frequency of following differ significant in spectating motivations (4) fans with different age, support team, frequency of going to games, frequency of going to home games, frequency of following differ significant in home court culture (5) home marketing, home team identification, spectating motivations and home court culture show positive correlation between each other, the most correlation is between spectating motivations and home court culture (6) home marketing, home team identification and spectating motivations is significant identified for the prediction of home court culture. Among three factors, spectating motivations has the best prediction power with a value of 41.6%. According to result, this study also provides comments for industry and further researches.