國際棒球運動比賽現場觀眾消費行為之研究

A Study of Consumer Behavior for Live Spectators on International Baseball Game

梁玉秋(Yu-Chiu Liang) ； 曾慶裕(Ching-Yu Tseng)

《大專體育學術專刊》 96年度 (2007/05) Pp. 150-158

https://doi.org/10.6695/AUES.200705_96.0024

摘要

本研究之目的在於探討國際棒球運動比賽現場觀眾之人口統計變項與消費行為資料。研究對象為在臺南市所舉辦之2004年第二屆世界大學棒球錦標賽的現場觀眾，並以研究者自編之「國際棒球運動比賽現場觀眾消費行為之調查問卷」為研究工具進行資料之收集，共計2,385份有效問卷。資料處理工具為SPSS for Windows 13.0統計軟體，並以描述性統計方法分析，結果發現：一、在國際棒球比賽現場觀眾之人口統計變項中，整體而言，在性別方面以「男性」居多（1,639人佔68.72%）；年齡方面大多介於「23－35歲」（896人佔37.57%）。而教育程度以「大專」（1,425人佔59.75%）為最多；職業方面以「學生」（1,361人佔57.06%）人數居多；每月收入則以「20,000元以下」（1,417人佔59.41%）居多。二、國際棒球比賽現場觀眾之消費行為描述調查結果顯示，國際棒球比賽現場觀眾有將近一半的比例（1,192人佔49.98%）為舉辦城市的市民，另外一半（1,193人佔50.02%）則為其他縣市的民眾；觀賽同行者人數以「2人」為最多（638人佔26.75%）；觀賽同行者關係以「朋友」為最多，共有1,485人（62.26%）；預期至現場觀賽場數以「2場」為最多，共有628人（26.33%）；預期觀看電視轉播場數以「3場」為最多，共有597人（25.03%）；觀賽時段以「下午」為最多（1,154人佔48.39%）；進場觀賽方式以「購票進場」來觀看比賽為主，共有1,673人，佔全體人數的70.15%；到達比賽場地方式以「騎乘機車」為最多（1,063人，佔44.57%）；觀賽座位角度以「內野本壘後方觀眾席」為最多（754人佔31.61%）；比賽資訊來源以「電視」為最多，共有1,233人（51.70%）；支持球隊以「中華台北」者為最多，共有1,771人（74.26%）。

關鍵字

世界大學 ； 棒球錦標賽

並列摘要

The purpose of this study was to investigate the information of demographic variables and consumer behaviors of live spectators. The subjects were the live spectators who participated in ”The 2nd World University Baseball Championship 2004” held in Tainan city. Data were collected by using the research-designed questionnaire as research tool, and the valid questionnaires were 2,385. The SPSS for Windows 13.0 software was used for descriptive statistics analysis. The results were as followed: 1. By all accounts, the subjects were mainly male (n=1,639, 68.72%), age from 23 to 35 years old (n=896, 37.57%), college and university education degree (n=1,425, 59.75%), student of occupation (n=1,361, 57.06%), and below NT$ 20,000 monthly salary (n=1,417, 59.41%). 2. In consumer behavior analysis, the subjects were mainly citizens of non-host city (n=1,193, 50.02%), with-two-company (n=638, 26.75%), friends relationship with company (n=628, 26.33%), three TV games of anticipated watching (n=597, 25.03%), afternoon of watching time (n=1,154, 48.39%), paid ticket of watching method (n=1,673, 70.15%), taking autobike of reaching court (n=1,063, 44.57%), behind home base audience seats of watching angle (n=754, 31.61%), TV of game information (n=1,233, 51.70%), and the Chinese Taipei supportors (n=1,771, 74.26%)

並列關鍵字

world university ； baseball championship