職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究

A Study of the Effect of the Professional Baseball Game Spectators Consumption Experience Element toward Experience Satisfaction and Loyalty Intention

廖俊儒(Chun-Ju Liao)

指導教授 ： 程紹同

國立臺灣師範大學/運動與休閒學院/體育學系/博士(2003年)

摘要

本研究旨在以體驗行銷觀點為基礎，試圖建構職棒比賽現場觀眾消費體驗要素之構面，並進而探討不同背景變項之職棒現場觀眾在消費體驗要素、體驗滿意度及忠誠意願之差異。其次，探討職棒現場觀眾消費體驗要素對體驗滿意度及忠誠意願間之影響。
本研究以自編之「職棒現場觀眾消費行為調查問卷」為研究工具，於民國九十三年三月九日、十一日及十二日針對中華職棒大聯盟在新莊及台南二座球場所舉行的例行賽中不同職棒隊伍的對戰組合中各選擇一場比賽（總計三場比賽），並就該場比賽以系統隨機抽樣方法抽取500名內野現場觀眾，合計1500名做為研究對象。
研究結果發現：
一、職棒現場觀眾消費體驗要素之構面可包括：（一）感官體驗、（二）情感體驗、（三）服務體驗、（四）情緒體驗及（五）思考體驗。
二、職棒現場觀眾之性別、職業、學歷、不同月平均收入、上一球季不同觀賞頻率及未來不同觀賞頻率等變項在消費體驗要素上有顯著差異。
三、職棒現場觀眾之職業、不同月平均收入、上一球季不同觀賞頻率及未來不同觀賞頻率等變項在體驗滿意度方面有顯著差異。
四、職棒現場觀眾之學歷、不同月平均收入、上一球季不同觀賞頻率及未來不同觀賞頻率等變項在忠誠意願上有顯著差異。
五、職棒現場觀眾之消費體驗要素對體驗滿意度具有直接正面影響，而對忠誠意願具有間接正面影響；體驗滿意度則對忠誠意願具有直接正面影響。

關鍵字

體驗行銷 ； 消費體驗要素 ； 體驗滿意度 ； 忠誠意願

並列摘要

Based on the perspectives of Experiential Marketing, the purposes of this study were to construct the dimensions of consumption experience element of the professional baseball spectators. Furthermore, the study examined the differences between spectators’ demographic variables and consumption experience elements, spectators’ demographic variable and experience satisfaction, spectators’ demographic variable and loyalty intention. Besides, the study also examined the effect of consumption experience element toward experience satisfaction and loyalty intention.
The researcher self-designed questionnaire was administered to 1500 spectators at the professional baseball games held on March 9th, 11th, and 12th in 2004 and samples were selected by systematic sampling. The results were as followed:
1.The dimensions of consumption experience element of the professional baseball spectators were “the sense experience”, “the feeling experience”, “the emotion experience”, “the service experience”, and “the thinking experience”.
2.The significant differences were found in spectators’ consumption experience element at their gender, profession, educational level, monthly income, attendance frequency in the last season, and attendance frequency in the future.
3.The significant differences were found in spectators’ experience satisfaction at their profession, monthly income, attendance frequency in the last season, and attendance frequency in the future.
4.The significant differences were found in spectators’ loyalty intention at their educational level, monthly income, attendance frequency in the last season, and attendance frequency in the future.
5.The consumption experience element of the professional baseball spectators could directly influence their experience satisfaction positively and could indirectly influence their loyalty positively. Besides, the experience satisfaction of the professional baseball spectators could directly influence their loyalty intention positively.

並列關鍵字

Experiential Marketing, ； consumption experience element ； experience satisfaction ； loyalty intention

參考文獻

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