大學生之運動消費行為

A Study on Consumption Behavior of Sport Product among University Students in Taiwan

魏香明(Shiang-Ming Wei) ； 黃煜(Yu Huang) ； 林蓓蓓(Pei-Pei Lin)

《大專體育學術專刊》 98年度 (2009/05) Pp. 393-400

https://doi.org/10.6695/AUES.200905_98.0051

摘要

本研究目的主要是瞭解國內大學生實際參與運動、現場觀賞運動賽會及收看電視轉播運動賽事之現況。本研究透過叢集抽樣法抽出1,550位學生，共得有效問卷1,284份，經過文獻探討後編製問卷，並利用專家效度及再測信度檢測問卷的信效度，資料分析的方法包括描述性統計、t檢定、卡方檢定及ANOVA。統計結果說明如下；一、籃球不論是那一類型的行為其參與人數都是最多。二、大學生參與運動的頻率與以往相同，六成受訪者表示以每週1－2次居多，每次運動的時間以半小時到一小時半這居多。接近八成的受訪者表示曾到比賽現場欣賞賽事，超過九成的受訪者曾透過電視轉播欣賞運動賽會。三、性別、運動花費、居住型態及加入運動社團對於大學生參與程度都有顯著之影響。重要結論說明如下；一、籃球近十年來可說是國內大學生最受歡迎的運動種類。二、實際運動參與情況與以往並無太大變化，相較於其他族群，大學生可說現場觀賞賽會的主要族群。三、運動社團活動的辦理有助於鼓勵學生的參與情況。另外，本研究建議定期進行類似調查以瞭解大學生運動行為變化，而本研究結果將可作為大學教育單位及運動組織為籌募社會資源之參考。

關鍵字

運動參與 ； 運動觀賞 ； 運動行銷

並列摘要

The purpose of this study was to investigate participation level, on-site watching as well as TV viewing behaviors in intangible sports products among college students in Taiwan. The cluster sampling was used to select 1,550 college students among 31 schools located in various regions. Only 1,284 surveys were usable. The questionnaire of this study was developed based upon relevant literature. Test-retest and expert validity were utilized to ensure the validity and reliability of this questionnaire. Descriptive statistics, t-test and ANOVA were adopted for further analysis. Several results were found. First, basketball was the most popular sports from all types of involvement. Second, 60% of respondents stated that they exercised once or twice every week. The majority of students exercise from half-an-hour to one hour and half. This pattern has been staying for a long time. 78% of college students watched the sport event on-site whereas almost 95% of respondents view the sports event through television broadcasting. Third, several factors, including gender, college sports club, residential status, have significantly impact upon involvement of sports consumption among college students. Some important conclusions were made as follows. First, basketball could be said a most popular sport in universities for a decade. Second, participation level among university students, frequency and duration, were not much different compared with the previous study. However, it found that most on-site spectators in sports competition scene came from this group, rather than other aged group. Thirdly, the sports club played an important role to encourage students to get involved in ports in various aspects. This paper also proposed several suggestions. First, this type of generic research should be conducted periodically to observe any change. Furthermore, the results of this study should be helpful in pursing corporate sponsors for higher education institutions as well as university sports-related organizations.

並列關鍵字

sport participation ； sports spectator ； sport marketing