運動消費者行為之研究-以台灣NBA球迷為例

NBA在台灣已逾20多年，而籃球運動風氣盛行的台灣，其觀眾與媒體的關注程度，在球類運動上已有不可撼動的存在。台灣在1991年開始直播NBA，造成NBA在台灣收視率屢屢攀升；反觀NBA在美國，球星的退役，制度的改變等問題，造成收視率，逐年下滑，甚至已平歷史最低，但台灣之NBA收視率近年有下滑趨勢，與美國相比較於趨緩，可見與台灣的情況有所不同。台灣NBA要如何將收視率止滑，甚至提升至一定水平，使觀眾收看NBA。本研究利用回歸模式來驗證籃球運動涉入、NBA資訊搜尋、NBA行動(購買)和NBA分享之間的關聯性，並以「台灣NBA球迷」為研究對象，籃球運動涉入程度越高，相對NBA資訊搜尋的行為也會增加；NBA資訊搜尋的行為越多時，影響NBA行動(購買)的行為也越多；NBA行動(購買)的行為越多時，影響台灣NBA球迷會有更多分享NBA訊息的行為；NBA資訊搜尋的行為越多時，影響台灣NBA球迷會有更多分享NBA訊息的行為。從實證研究發現，台灣NBA球迷於籃球運動涉入，其中休閒性質三項涉入中以觀看NBA比賽較高，推估台灣NBA收視下滑較為趨緩原因之一；再者NBA資訊搜尋兩者表現相近，亦即在搜集NBA資訊上，兩者皆有使用可能；而NBA行動(購買)之中收視部份，得知球迷在收看NBA時主要還是以電視平台收看，進而得知台灣NBA收視較為趨緩的原因，另外再戰績迷上收視的方面並不會有影響至周邊購買的情形；最後的NBA分享上，球迷主要以討論的方式與朋友互相傳遞訊息，此外，本研究採取網路發放問卷的方式，對於填答者是否習慣於網路上進行意見交換，或習慣面對面口語方式，值得後續進一步的探討。本研究球迷在收看NBA比賽，對於收費意願較低，但在資源較於豐沛的運動網站上，基本都要收費，因此，建議可以在收費上做調整，使球迷願意使用，讓球迷自發性地成為宣傳的角色；以及球迷在分享NBA的訊息上，意願相較不高，因此，建議可以世界大學運動會為例，在台宣傳NBA，使球迷能將訊息透過社群媒體傳遞，使更多人接觸NBA，參與其中，感受其魅力，進而提升收視率。關鍵字：籃球運動涉入、NBA資訊搜尋、NBA行動(購買)、NBA分享、運動行銷

關鍵字

籃球運動涉入； NBA資訊搜尋； NBA行動(購買) ； NBA分享；運動行銷

並列摘要

The NBA has been in Taiwan for more than 20 years, and the basketball culture of Taiwan, its audience and media attention, in the ball game has an unshakable existence. Taiwan began to live-stream the NBA in 1991, resulting in the NBA in Taiwan's ratings have repeatedly climbed, in contrast to the NBA in the United States, the retirement of stars, system changes and other issues, resulting in ratings, year-on-year decline, and even has been the lowest in history, but Taiwan's NBA ratings in recent years have a downward trend, compared with the United States, it can be seen that the situation with Taiwan is different. Taiwan NBA to how to stop the ratings, or even to a certain level, let viewers keep watching the NBA. This study uses regression mode to verify the relation between basketball involvement, NBA information search, NBA action (purchase) and NBA sharing, and with "Taiwan NBA fans" as the object of study, the higher involvement of basketball, the more behavior relative to NBA information search; The more NBA information search behavior, the more influence of Taiwan NBA fans to share NBA message. From the empirical study, Taiwan NBA fans involved in basketball, of which the leisure nature of three involved in watching the NBA game is higher, estimated that Taiwan NBA ratings decline is more slow one of the reasons; In addition, the performance of fans on the aspect of viewing will not have an impact on the surrounding purchase situation; the final NBA sharing, fans mainly in the way of discussion with friends to pass on the message, in addition, this study to take the network to distribute questionnaires, for the respondents are accustomed to the network for exchange of views, or accustomed to face-to-face speaking, worthy of further discussion. This study of fans watching NBA games, for the lower willingness to charge, but in the resources of more abundant sports sites, basically have to charge, therefore, it is recommended that the fee can be adjusted, so that fans are willing to use, let fans spontaneously become a role in publicity; This in turn boosts ratings. As well as fans in the sharing of NBA messages, the will is not high, therefore, it is suggested that the World University Games can be used as an example, in Taiwan to promote the NBA, so that fans can pass the message through social media, so that more people contact the NBA, participate in its charm, and thus improve the ratings. Keywords: Basketball Involvement, NBA Information Search, NBA Action (Purchase), NBA Sharing, Sports Marketing