中華職棒觀眾生活型態、觀賞動機與滿意度之研究

本研究旨在探討中華職棒觀眾現場觀眾的人口背景、生活型態、觀賞動機與滿意度的分佈情形，並瞭解觀眾生活型態對觀賞動機與滿意度的差異情形，進而探討觀賞動機與滿意度之間的差異與相關情形。研究以中華職棒現場觀眾作為研究對象，採便利抽樣方式實施問卷調查，共發放450份問卷，扣除無效問卷後回收410份有效樣本，回收有效率91.1%。研究結果顯示：（一）樣本中男性觀眾多於女性觀眾，且年齡集中在21-40歲，以未婚族群居多，學歷以大專院校最多。（二）在中華職棒觀眾生活型態部分，以均衡發展群人數為最多，其次依序為踴躍主動群與消極被動群。（三）現場觀眾觀賞動機以「觀賞球賽能夠帶來愉悅感」為主，觀眾滿意度則以「現場的娛樂氣氛」為最高。（四）不同背景變項在觀賞動機上呈現顯著差異。（五）不同生活型態觀眾在觀賞動機與滿意度呈現顯著差異。（六）中華職棒觀眾生活型態越穩定時，觀賞動機與滿意度也隨之提高。根據以上研究結果，研究者建議中華職棒於行銷推廣時，應考量性別年齡等不同特性進行相關行銷策略之擬定與實行。本研究結果可供未來中華職棒球團及行銷活動公司參考。

關鍵字

中華職棒；生活型態；觀賞動機；滿意度

並列摘要

The purpose of this study was to explore Chinese Professional Baseball League (CPBL) spectators’ distribution of demographic background, lifestyle, watching motivation and satisfaction, to look into the differences of the watching motivation and satisfaction on account of spectators’ lifestyle, and to examine the differences and correlation between the watching motivation and satisfaction. Data were collected from sports fans attending CPBL’s live sport events. Out of a total of 450 questionnaires, 410 were valid, with a 91.1% effective recycling rate. The results were as follow: (1) data from male spectators were more than ones from female, and the age of the participants mainly ranged from 21 to 40 years old, many of whom were single or unmarried, and a majority of these spectators were with Bachelor’s Degree. (2) in terms of lifestyle, most of the participants lead a life of health and well-being, followed by participants of active lifestyle, and passive lifestyle. (3) the primary watching motivation of live sport event spectators were ‘‘the pleasure and happiness from game watching,’’ and for the satisfaction, ‘‘the entertaining atmosphere created in the field’’ ranked the highest. (4) different background variables reflected significant differences on the watching motivation. (5) spectators of different lifestyles also showed substantial differences on the watching motivation and satisfaction. (6) the more stable the spectators’ lifestyles were, the higher their watching motivation and satisfaction were. According to the results of this study, it is highly recommended when working on marketing and promotions, CPBL takes differences among gender, age etc. into consideration to develop an effective plan and puts it into practice. Last but not least, the results serve as references for teams in CPBL and marketing companies in Taiwan for future use.