職棒球迷對手機運動類加值服務之消費行為及需求研究

A Study on Baseball Fans’ Consumer Behavior and Demand of Cell-phone Sport Adding Value Services

尹麗雲(Li-Yun Yin)

指導教授 ： 黃煜

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所在職碩士班/碩士(2006年)

摘要

本研究目的主要是在探討職棒球迷的手機加值服務使用行為及對手機運動類加值服務的需求為何，以自編之「職棒球迷對手機運動類加值服務消費行為及需求之研究問卷」為研究工具，針對職棒十八年到球場參與賽事的球迷為研究對象，於國內六支球隊兩兩對戰時，以叢集抽樣法進行問卷調查，總計發出600份問卷，回收583份，有效回收樣本數573份，有效回收率95%。本問卷量表之Cronbach’s α值達.968，並以建構效度確立量表信效度，同時以描述性統計、單因子變異數分析、獨立樣本t檢定、迴歸分析等統計方法進行資料分析。

一、研究結論顯示：
(一).受訪者去年一年中進場觀賽的次數以1?3場為最多，在球場消費金額以600元
以下居多數；大多數的受訪者每月手機加值服務平均費用約100元以下、每月
使用頻率約為1?10次、每次使用時間約為1?10分。
(二).職棒球迷每月手機加值服務花費較高者或每次使用手機加值服務時間較長者，對手機運動類加值服務中的即時資訊及賽事資訊的需求較高。
(三).職棒球迷到現場的觀賽次數越多者或在球場的消費金額越高者，對手機運動類加值服務的需求度越高。
(四).男性職棒球迷對手機運動類加值服務中的即時資訊告知有較高的需求，而女性職棒球迷則是對圖鈴下載存有較濃厚的興趣。
(五).20歲(含)以下的職棒球迷對手機運動類加值服務中的即時資訊需求最高。
(六).高中職的職棒球迷對手機運動類加值服務的需求最大。

二、研究建議：
(一).電信系統業者應積極透過促銷或補貼手法推廣3G手機及3G門號，提升使用工具的普及度，以便加速職棒球迷的適應及使用。
(二).運動組織可藉由手機媒介建立專屬轉播頻道，或直接與電信系統商洽談轉播權。
(三).媒體界應儘速建立手機播報平台，將運動賽事現場轉播部分以手機為媒介廣為曝光。
(四).建議後續研究者可以針對電信系統業者、運動組織及媒體界人士進行質性訪談，瞭解產官學界的想法，相信對推廣手機運動類加值服務會有更大的助益。

關鍵字

手機加值服務 ； 運動消費者行為 ； 職業棒球 ； 運動行銷

並列摘要

The purpose of this study was to investigate baseball fans’ behavior of using cell-phone value-added services and their demand of sport adding value services. The self-redacted “A questionnaire on baseball fans’ consumer behavior and demand of cell-phone sport added value services” was used as the research tool, and the baseball fans who attended the games of the 18th year of professional baseball were selected as research subjects. Cluster sampling was adopted to ask spectators in the paired matches among six domestic professional baseball teams to fill out the survey. A total of 600 questionnaires were distributed, and 583 pieces were returned. 573 pieces were valid, and the valid response rate was 95%. The Cronbach’s α of the questionnaire scale reached .968, and the validity of this survey was also tested. Besides, descriptive statistics, one-way ANOVA, independent sample t-test, and regression analysis were selected to analyze collected data.

Several conclusions were made as follows;
1. It found that most of the subjects watched the baseball games 1~3 times and spent no more than NT$600 in the past year. By average, most of them spent NT$100 on cell-phone value-added services by a frequency range of 1-10 times every month, and each time lasted about 1-10 minutes.
2. Those who spent more money and time on cell-phone value-added services had higher demand of real-time information and game information provided in cell-phone value-added services.
3. Those who had a higher frequency of watching baseball games or spent more in the baseball field had a higher demand of cell-phone sport adding value services.
4. Male fans had a higher demand of real-time information about sport games, and female fans showed more interests in picture and ring tone download.
5. Professional baseball fans under age 20 (including 20) had a higher demand of real-time information provided in cell-phone sport adding value services.
6. Professional baseball fans studying in high schools / vocational high schools had the largest demand of cell-phone sport adding value services.

Additionally, several suggestions were provided for practitioners as well as future
study. First, telecom service providers should promote 3G cell-phone and 3G phone accounts through promotional sale or subsidy so as to enhance the prevalence of user tools and facilitate baseball fans’ adoption and utility of value-added services. Secondly, sport organizations can use cell-phones to establish an exclusive broadcasting channel or directly cooperate with telecom service providers on live broadcast. Thirdly, media community to establish a cell-phone broadcasting platform to enhance the exposure of live games using cell-phone as a medium. Finally, it was suggested that follow-up studies could perform qualitative interviews with telecom service providers, sport organizations, and media workers to understand the opinions from the industry, government, and the academia. It was believed that the promotion of cell-phone sport adding value services would be greatly benefited.

並列關鍵字

cell-phone value-added service ； consumer behavior in sport ； professional baseball ； sports marketing

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