UBA主場運動觀眾之觀賞動機與滿意度研究

An Analysis of Motivational Determinants and Satisfaction of Home Game Sport Spectators at UBA Division I Level

彭小惠(Hsiao-Hwei Peng)

《臺灣體育運動管理學報》 3期 (2005/06) Pp. 1-24

摘要

The purpose of the study was to identify the motivational determinants and satisfaction of home game sport spectators at UBA Division I level. Simple random sampling was used for the subject selection. The subjects who were at the selected home games were chosen for this study. Of the 612 questionnaires delivered, 582 were returned, making the response rate of 96%. Based on the literature review, a research instrument was developed and tested. The test results showed that the instrument was valid and reliable. The results were summarized as follows:
1. Descriptive statistics for the sport spectators.
2. There was a significant difference between male and female subjects in motivational determinants (p＜.05). Of the 43 motivational items, 13 items were significant different. There was also a significant difference between male and female subjects in their satisfaction (p＜.05).
3. There was a significant difference among three home game schools in their satisfaction (p＜.05).
4. There was a significant relationship between motivational factors and the satisfaction (r=.622, p＜.01).
5. Stepwise regression analysis showed that four of the eight factors explained about 39.7% variance in the satisfaction. The four factors were Multiple Factors (MF), Sport Knowledge (SK), Role Model (RM), and Fan Loyalty (FL).
Based on the results, it is recommended that similar studies look at other areas of spectator sports, or different competing levels of basketball, such as HBL and SBL. Future research should continue to explore other motivational and satisfaction factors, thus, the research instrument also should be modified and refined. Furthermore, because most of the literature review used ticket-sold number as a predictive variable in their research, it is recommended that future research should develop a counting method for those sports which permit free admission in order to further analyze the data.

關鍵字

主場 ； 運動觀衆 ； 運動消費者 ； 觀賞動機 ； 籃球 ； 滿意度

並列摘要

The purpose of the study was to identify the motivational determinants and satisfaction of home game sport spectators at UBA Division I level. Simple random sampling was used for the subject selection. The subjects who were at the selected home games were chosen for this study. Of the 612 questionnaires delivered, 582 were returned, making the response rate of 96%. Based on the literature review, a research instrument was developed and tested. The test results showed that the instrument was valid and reliable. The results were summarized as follows:
1. Descriptive statistics for the sport spectators.
2. There was a significant difference between male and female subjects in motivational determinants (p＜.05). Of the 43 motivational items, 13 items were significant different. There was also a significant difference between male and female subjects in their satisfaction (p＜.05).
3. There was a significant difference among three home game schools in their satisfaction (p＜.05).
4. There was a significant relationship between motivational factors and the satisfaction (r=.622, p＜.01).
5. Stepwise regression analysis showed that four of the eight factors explained about 39.7% variance in the satisfaction. The four factors were Multiple Factors (MF), Sport Knowledge (SK), Role Model (RM), and Fan Loyalty (FL).
Based on the results, it is recommended that similar studies look at other areas of spectator sports, or different competing levels of basketball, such as HBL and SBL. Future research should continue to explore other motivational and satisfaction factors, thus, the research instrument also should be modified and refined. Furthermore, because most of the literature review used ticket-sold number as a predictive variable in their research, it is recommended that future research should develop a counting method for those sports which permit free admission in order to further analyze the data.

並列關鍵字

home game ； sport consumer ； sport spectator ； motivational determinant ； motivational factors ； basketball ； satisfaction

參考文獻

Baade, R. A.,Tiehen, L. J.(1990).An analysis of Major League Baseball attendance, 1969-1987.Journal of Sport and Social Issues.14,14-32.

Bonham, D.(1999).Sports becoming big lure for investors.(Denver Rocky Mountain News).

Broughton, D.,Lee, J.,Nethery, R.(1999).The question: How big is the U. S. sports industry.Street & Smith's Sport Business Journal.2(35),19-28.

DeSchriver, T. D.(1996).Factors affecting spectator attendance at division II football games.University of Northern Colorado.

DeSchriver, T. D.(1999).Factors affecting spectator attendance at NCAA Division II football contests.International Sports Journal.3(2),55-65.