台灣超級籃球聯賽現場觀眾再觀賞意圖之研究

A Study of On-site Spectators' Re-watching Intention in Taiwan Super Basketball League Game

林錫波(Hsi-Po Lin) ； 王俊明(Junn-Mlng Wang)

《休閒運動期刊》 7期 (2008/06) Pp. 1-16

https://doi.org/10.29909/IWCMAT.200806.0001

摘要

本研究的主要目的是探討台灣超級籃球聯賽現場觀眾的觀賞體驗、體驗價值、體驗滿意度及再觀賞意圖之關係。以現場觀賞台灣超級籃球聯賽之觀眾為問卷施測對象，回收有效問卷710份，經統計分析，研究結果如下：一、台灣超級籃球聯賽現場觀賞比賽的觀眾男女約各半，以30歲以下的觀眾約占九成，而且幾乎都是未婚的大學生，有過半的觀眾有支持特定球隊期每月可支配金錢以一萬元以下的觀眾最多，多數是看一、兩次現場比賽的觀眾。二、台灣超級籃球聯賽現場觀眾的觀賞體驗，對於比賽的過程最能沉浸比賽的氣氛而且願意再來觀賞比賽；令現場觀眾對SBL比賽的參與體驗感受最低。三、台灣超級籃球聯賽現場觀眾的觀賞體驗的差異比較，女性的體驗程度高於男性；在職業方面以學生觀眾的體驗程度最高；有特定支持球隊的觀眾，其體驗程度高於沒有特定支持球隊的觀眾。四、台灣超級籃球聯賽的現場觀眾對於例行賽和季後賽的各種觀賞體驗的因素都沒有差異存在。五、觀賞體驗的三個因素對體驗價值有正向關係；觀賞體驗的二個因素（驚奇體驗及沉浸體驗）及體驗價值對體驗滿意度有正向關係；體驗價值及體驗滿意度對在觀賞意圖有正向關係；沉浸體驗及體驗價值對體檢滿意度及再觀賞意圖的影響最大。六、體驗價值、體驗滿意度對參與體驗及再觀賞意圖具有中介效果。本研究根據上述研究結果對政府組織、中華民國籃球協會及後續研究提出建議，期能使球迷更能沉浸於台灣超級籃球聯賽主事者所精心營造的氛圍中，並獲得難忘的體驗，進而重回球場觀賞比賽，讓優質的籃球賽會呈現在國人眼前。

關鍵字

台灣超級籃球聯賽 ； 觀賞體驗 ； 體驗價值 ； 體驗滿意度:再觀賞意圖

並列摘要

The purpose of this study is to explore the correlation between spectators' experience and other entertainment factors such as experiential value, experiential satisfaction, enjoyment and interests' values of live audiences in a SBL (super basketball league) game, and how they re late to there-attendance of the game. The sample consists of 710 valid audiences. After statistical analysis, the findings are as follows: 1 .Gender ratio is 50:50, 90% of the audience are under the age of 30, mostly single. More than 50% of the audience supports a certain team, the majority of the audience spent less than 10000 dollars in live SBL games a month, and only watch 1 or 2 live games. 2. While the audience shows great enthusiasm for the atmosphere game, the participating value was low. 3. In comparison with gender difference on participating experience, female shows a higher level of participation than ma le. In the field of occupations, students show a high level of participation and audiences with supporting team shows higher participation than audience without a supporting team. 4. The survey shows little or no statistical difference in the aspect of spectator experience of the live audience between seasonal and non-seasonal games. 5. Spectator experience is positively correlated with all three factors; interest value and participating value correlate with satisfaction. Participating value and satisfaction correlate positively with interest value, and finally, enjoyment and interest and participation are greatly correlated with the likelihood of the occurrence of re-attendance to the game. 6. Experiential value and experiential satisfaction is a median towards participation and interest. Base on the conclusion of the above survey, the author urges both governmental organization and Chinese Taipei Basketball Association to make improvements and modification to increase interests and enjoyments of the fans toward SBL games, and to further provide a high quality games and an unforgettable experiences to the people of Taiwan.

並列關鍵字

Taiwan super basketball league ； spectator experience ； experiential value ； experiential satisfaction ； re-watching intention