SBL現場觀眾涉入程度、球隊認同對滿意度與忠誠度影響之研究

Spectator Involvement, Team Identification Aimed at Satisfaction, Loyalty of the Impact Study: The case of Super Basketball League in Taiwan

楊佳儒(Jia-Ru Yang) ； 王克武(Ko-Wu Wang) ； 賴姍姍(San-San Lai)

《嶺東體育暨休閒學刊》 6期 (2008/06) Pp. 85-97

https://doi.org/10.29849/JPELLTU.200806.0009

摘要

本研究主要目的在瞭解超級籃球聯賽（Super Basketball League，簡稱SBL）球迷觀賞行爲之現況，探討SBL現場觀眾的涉入程度、球隊認同、滿意度、忠誠度與觀賞行爲延伸之間的關聯性。問卷分爲六個部份採李克氏五分量表計分，調查對象爲第五屆SBL現場觀眾，以便利抽樣方式施測，共發放480份，有效問卷410份，有效問卷率爲85.4%.以SPSS分析人口統計變項的分佈及信效度考驗，而使用Amos做各項因素間的路徑分析和相關性分析，整體配適度的統計量可看出這整個模式具備可接受之配適度(RMR=0.05; RMSEA=0.061: GFI=0.843; AGFI=0.816: CFI=0.932; NFI=0.892)。研究結果如下：1.本研究對象以女性居多，年齡主要分佈在21到30歲之間，大多數具有大學學歷，職業以學生身份居多。2.SBL現場觀眾認爲觀賞SBL是有趣的，且自認爲是SBL中某一球隊的忠實球迷，對SBL球員的拚戰程度感到最爲滿意，並願意推薦他人一同前往觀賞SBL，而具忠誠之SBL球迷願意去觀賞SBL球賽之外的其他籃球賽事，具備觀賞行爲延伸之條件。3.在路徑相關性分析發現，涉入程度、球隊認同、滿意度、忠誠度與觀賞行爲延伸均有正向相關，但球隊認同對於滿意度沒有顯著影響，而涉入程度與球隊認同會透過忠誠度，而間接影響觀賞行爲延伸。

關鍵字

SBL ； 涉入 ； 球隊認同 ； 滿意度 ； 忠誠度

並列摘要

The purpose of this study was to explore spectator behaviors of Super Basketball League (hereby refers to SBL) and to identify the causal relationship among spectator involvement, team identification, satisfaction, loyalty and extension behaviors. Questionnaire for the survey entitled ”SBL Spectator Behavior”, which consisted of six sections and measured by Liket 5 point Scale was managed to gather data from spectators attending to the SBL games in its 5th operating year. The randomly sampling was applied and 480 questionnaires were distributed with a 410 valid response (85.4% return rate). Demographics, reliability and validity were measured by Statistical Package for Social Science (SPSS), while the paths and correlations among studied variables were measured by AMOS. The indices of model fit, RMR=0.05; RMSEA=0.061; GFI=0.843; AGFI=0.816; CFI=0.932; NFI=0.892, indicate that this model fits its sample data. The findings of this study show that the majority of respondents for the study are female, ages from 21-30 years old with bachelor degree. The spectators considered themselves the loyal fans and committed to the team they support. Spectators pointed out that they satisfied with players' hard playing attitude most and willing to recommend SBL to others. The results also indicate that the loyal fans were willing to recommend SBL to others. The results also indicate that the loyal fans were willing to spectator basketball games other then the SBL, therefore the extension behaviors are demonstrated on this study. Finally, the path analysis shows that involvement, team identification, satisfaction, loyalty and extension behaviors are positive correlated except the path from team identification to satisfaction. The indirect effect coefficient indicates that involvement and team identification indirectly impact extension behaviors via loyalty.

並列關鍵字

SBL ； involvement ； team identification ； satisfaction ； loyalty