球迷看球動機與球場主題行銷活動之研究-以臺灣職業棒球為例

職業運動的發展需要球迷的鼓勵與支持，有了熱情觀眾的參與，職業運動才有可能持續經營。因此本研究為探討台灣職棒球迷進場看球動機與參與球團球場主題活動行銷的態度，以了解球迷看球動機以及對主場主題活動參與感受間關係，是本研究的主要目的。利用問卷調查方式收集資料，有效樣本共計430份。依據問卷填答結果，以描述性統計、接著透t檢定、單因子變異數分析與線性迴歸分析等統計方法驗證假設。結果顯示：(1)不同背景變項的球迷，在看球動機因素構面上，部份有顯著差異；(2)不同背景變項的球迷，在主場主題活動參與感受因素構面上，有顯著差異；(3)不同背景變項的球迷，在再進場消費意願因素構面上，部份有顯著差異；(4)球迷進場看球動機對其進場消費行為意向有顯著影響；(5)球場的主題活動對球迷的進場消費行為意向有顯著影響。(6)球場的主場主題活動對球迷進場看球動機與進場消費行為意向之間的關係具有調節作用。

關鍵字

職業棒球；主題活動；看球動機

並列摘要

The development of professional sports requires fans their encouragement and support so that they can continue to operate. This study explores the motivation of Taiwanese baseball fans to attend the baseball game and their attitude toward stadium thematic promotion activities. We collect 430 questionnaires information to analysis. The findings are as follows: 1. There are significant differences for different gender, female fans show more emphasize on the interpersonal interaction. 2. Groups in different ages, educational backgrounds and incomes show different motives in the factors of psychological satisfaction and support of the players. 3. As for the acceptance of stadium theme marketing activities, only the different gender show different perception of the promotion activities. 4. Fans motivation to attend the games affect consumption intentions. 5. The stadium thematic activities influence the fans’ consumption behavior intention. 6. The stadium's thematic activities have a moderating effect on the relationship between the fans' motivation and the consumption behavior intentions.