中華職棒26年觀賞義大犀牛隊職棒比賽行為傾向模式之研究

Research on the Behavioral Intention Pattern of Chinese Professional Baseball League 26-year Watching and Appreciating EDA Rhinos Professional Baseball Games

鍾潤華(Nun-Hua Chung)

《輔仁大學體育學刊》 15期 (2016/07) Pp. 90-109

摘要

本研究目地探討中華職棒26年（2015年）義大犀牛隊球迷現場參與賽事之行為傾向模式。研究方法採問卷調查之方式進行，研究者在問卷回收之後利用結構方程模式進行研究架構之配適度分析以及研究假設之驗證。本研究之對象為2015年8月4日、12日及20日三場義大犀牛隊於高雄澄清湖棒球場進行之主場赛事中，座位位於義大犀牛隊加油區之觀眾。三場比賽每場各發出100份問卷進行施測，共計發出300份問卷，回收有效問卷287份，有效回收率95.67%。研究架構採用計畫行為理論，共分為四項構面，分別為態度、主觀規範、行為控制知覺、行為傾向。研究結果顯示研究樣本以男性、未曾參加運動代表隊、平均月收入在20,000元（含）以下為多數；結構模式分析結果顯示研究模型之配適度為良好，而態度、主觀規範、行為控制知覺皆會顯著影響行為傾向。研究者依據研究分析之結果提出共計6項建議以提升球迷參與現場觀戰之行為傾向，希冀能夠對於球團與聯盟作為未來行銷之策略參考，並能夠提供給後續之研究者實務與研究參考之用。

關鍵字

中華職棒大聯盟 ； 義大犀牛 ； 結構方程模式

並列摘要

This research aims to discuss the behavioral intention pattern of Chinese Professional Baseball League 26-year (2015) EDA Rhinos fans participating in the sports events on the spot. The research method adopts the questionnaire survey for implementation, and the researcher uses the structural equation model to carry out the analysis on the fitness of the research framework and verification of the research hypothesis after recovering the questionnaires. The object of this research is the audience with their seats located in the cheering area for EDA Rhinos in the three home games of EDA Rhinos carried out at the Cheng Ching Lake baseball field of Kaohsiung on August 4, 12 and 20 in 2015. 100 copies of questionnaires are sent in each of the three games to carry out the testing with 300 copies of questionnaires sent in total, 287 copies of valid questionnaires recovered, and the valid return rate of 95.67%. The research framework adopts the theory of planned behavior, which is divided into four dimensions including attitude, subjective norm, perceived behavioral control and behavioral intention. The research result shows that the research sample takes the people with the gender for male, not participating in the sports teams, and their average monthly earnings below 20,000 NT dollar (including) as the majority; and the analysis result of structural pattern shows that the fitness of the research model is good, while the attitude, subjective norm and perceived behavioral control will dramatically affect the behavioral intention. In accordance with the results obtained from the research and analysis, the researcher will put forward 6 suggestions in total to promote the behavioral intention of fans participating in the games watched on the spot in the hope of being able to serve as the strategy reference for future marketing in terms of the baseball team and league, and to provide the practice and research references for subsequent researchers.

並列關鍵字

Chinese Professional Baseball League ； EDA Rhinos ； structural equation modeling

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