2009年臺北聽障奧運網球比賽現場觀賞行為之研究

A Study of Spectators' Behavior of Tennis Competition in 2009 21st Summer Deaflympics Games in Taipei

洪慧敏(Hui-Min Hung)

《運動休閒管理學報》 7卷1期 (2010/06) Pp. 107-137

https://doi.org/10.6214/JSRM.201006_7(1).0007

摘要

本研究之目的在於探討2009年臺北聽障奧林匹克運動會，網球比賽當中的現場觀眾觀賞之行為，統計方式運用描述性統計、因素分析、獨産樣本t檢定以及多變量變異數分析。研究結果顯示人口統計變項資料當中，男性、已婚、年齡在31-40歲、職業為商業與服務業居多數，教育程度以大專院校最普遍，個人月收入在30,001-45,000元、居住地區在北部地區的觀眾居大多數。男性觀眾在「觀賞資訊」、「賽事討論」、「觀賞選手技術」與「賽會氣氛」均顯著優於女性，未婚的觀眾在「觀賞資訊」、「賽事討論」與「觀賞選手技術」均顯著優於已婚的觀眾，21-30歲的觀眾在「觀賞資訊」、「觀賞動機」與「觀賞選手技術」顯著優於31-40歲的觀眾，商業的觀眾在「賽事討論」顯著優於軍公教的觀眾，大專院校教育程度的觀眾在「觀賞資訊」與「賽會氣氛」顯著優於研究所以上的觀眾，個人月收入30,000元以下的觀眾在「觀賞資訊」、「觀賞動機」、「賽事討論」與「賽會氣氛」均顯著優於30,001元以上的觀眾，居住地區在北部、南部與東部的觀眾在「觀賞資訊」、「賽事討論」與「觀賞選手技術」顯著優於中部的觀眾。建議提供最即時資訊以及精確的觀賞訊息，宣傳網球賽事營造觀賞動機，塑造人與人之間互動討論賽事的機會，加油鼓舞營造賽事氣氛，帶動更多觀眾到現場觀賞大型國際網球賽會。

關鍵字

聽障奧林匹克運動會 ； 網球比賽 ； 觀賞行為

並列摘要

This study was aimed to discuss spectators' behavior when watching tennis competition in 2009 21st Summer Deaflympics Games in Taipei. Statistic methods including description, factory analysis, t-test and MANOVA were exercised. The results revealed that the demographic data of most participants was male, married, at age of 31-40, working in commerce and service industry, college graduates, made monthly income between $30, 001 to $45, 000 and resided in the North of Taiwan. As to ”spectating information”, ”discussion on the game”, ”focus on players' skills” and ”atmosphere of the event”, male respondents were superior to female respondents; single respondents were better than the married in ”spectating information”, ”discussion on the game” and ”focus on players' skills”; people at age of 21-30 were superior to people at age of 31-40 as to ”spectating information”, ”spectating motives” and ”focus on players' skills”; with regards to ”discussion on the game”, participants whose profession in commerce were greater than those in military, education and public organizations; participants with college degree were better than those with graduate school degree in ”spectating information” and ”atmosphere of the event”; participants whose monthly income below $30,000 were superior to participants whose monthly income above $30,001 in ”spectating information”, ”spectating motives”, ”discussion on the game” and ”atmosphere of the event”. Participants resided in the Northern, Southern and Eastern were superior to those in the Middle in ”spectating information”, ”discussion on the game” and ”focus on players' skills”. It is suggested that the administration of the host shall release precise schedule and relevant information of each game to the public as soon as possible. Making exposure opportunities and spectating motives for the tennis competitions, creating topics for people to talk about, bustling with cheerful excitement will be favorable in attracting more people to spectate the large-scale international tennis competition on the scene.

並列關鍵字

Summer Deaflympics Games ； tennis competition ； spectating behavior

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