Purposes: The purposes of the study were to identify the sport spectators at UBA Division I level and to analyze the relationship among the frequency of sport consumption, frequency of future sport consumption, motivation, and satisfaction of these sport spectators. Methods: The subjects who were at the selected home games were chosen for the study. Of the 620 questionnaires delivered, 584 were returned, making the response rate of 94%. The research instrument was modified from Peng’s study (2005). Descriptive statistics, T test, one way ANOVA, the Pearson product moment correlation coefficient, and Spearman rank order correlation coefficient were utilized for data analyses. Results: The results were summarized as follows: 1. Descriptive statistics for UBA sport spectators 2. There were significant differences between home game schools, and between male and female sport spectators in motivational determinants. The home game sport spectators at Taipei Physical Education College had higher motivation than those at Chinese Culture University. 3. There were significant differences between male and female subjects in satisfaction. 4. There was a significant relationship between motivation and satisfaction (r=.436, p<.01)。 5. The UBA home game sport spectators showed that their interest for attending UBA games is getting higher. Conclusions: There is a great market potential in female sport spectators in the near future. Based on the results, it is recommended that future studies should continue to explore other motivational determinants and satisfaction factors, such as customer loyalty, involvement level, brand equity, and consumer behavior, ought to be included to cross-examine the relationship among them. The data collected from the related studies would help to clarify the path of sport consumer behaviors.
Purposes: The purposes of the study were to identify the sport spectators at UBA Division I level and to analyze the relationship among the frequency of sport consumption, frequency of future sport consumption, motivation, and satisfaction of these sport spectators. Methods: The subjects who were at the selected home games were chosen for the study. Of the 620 questionnaires delivered, 584 were returned, making the response rate of 94%. The research instrument was modified from Peng’s study (2005). Descriptive statistics, T test, one way ANOVA, the Pearson product moment correlation coefficient, and Spearman rank order correlation coefficient were utilized for data analyses. Results: The results were summarized as follows: 1. Descriptive statistics for UBA sport spectators 2. There were significant differences between home game schools, and between male and female sport spectators in motivational determinants. The home game sport spectators at Taipei Physical Education College had higher motivation than those at Chinese Culture University. 3. There were significant differences between male and female subjects in satisfaction. 4. There was a significant relationship between motivation and satisfaction (r=.436, p<.01)。 5. The UBA home game sport spectators showed that their interest for attending UBA games is getting higher. Conclusions: There is a great market potential in female sport spectators in the near future. Based on the results, it is recommended that future studies should continue to explore other motivational determinants and satisfaction factors, such as customer loyalty, involvement level, brand equity, and consumer behavior, ought to be included to cross-examine the relationship among them. The data collected from the related studies would help to clarify the path of sport consumer behaviors.