臺灣職棒現場觀眾的態度與收看電視轉播意願關係之研究

目的：探討職棒現場觀眾態度與收看電視轉意願之關係為。方法：在針對625位現場持票進場之球迷進行問卷調查後，所得資料以t考驗、單因子變異數分析、驗證性因素分析等統計方法進行分析。結果：球迷態度會影響收視意願，但在特定因素下會使收視意願產生變化。結論：(l)受試者傾向收看最喜歡的球隊；(2)特定因素下，受試者收視違反「態度－行為一致性」理論；(3)「經營良好」或「擁有最喜歡的球員」因素，可提升受試者收看意願；(4)電視轉播品質因素會影響受試者收視意願；(5)不同背景變項之受試者收看電視轉播意願有明顯差異。

關鍵字

收視意願；觀眾；電視轉播；態度；職業棒球

並列摘要

The live telecast of professional baseball games in Taiwan is more and more popular nowadays. The main purpose of the study was to investigate the attitudes of professional baseball fans toward watching televised games in Taiwan. The subjects were 625 on-site baseball spectators in 2004. The inventory constructed by the researcher was administrated to measure the attitude of the subjects. The information was tested by the methods of t-test, one-way ANOVA, and confirmatory factor analysis. The result was that the subjects' attitudes influenced the intentions to watch televised games, but their intentions would be change under the specific condition. According to the result, the conclusions were (1) the subjects were prone to watch the televised games when their favorite team was in competition. (2) under the specific conditions, the subjects' attitude and behavior were not consistent. (3) the subjects showed high intention of watching the televised games when the ”the excellent teams” and ”the favorite players” were in competition. (4) the ”telecasting factors” influenced the intention of watching televised games. (5) the different demographic subjects had different intentions of watching televised games.