運動體驗劵方案效益評估研究

An Effectiveness Assessment Study of Sport Experience Coupon Program

張凱鈞(Chang, Kaichun)

指導教授 ： 廖俊儒

國立中正大學/教育學院/運動與休閒教育研究所/碩士(2012年)

摘要

本研究旨在透過計畫行為理論與消費行為瞭解運動體驗劵方案對大學生參與中華職棒賽事的影響。研究目的：探討態度、主觀規範與知覺行為控制對大學生觀賞現場中華職棒賽事行為意圖之模式適配性與預測情形；探討運動體驗劵方案對大學生在觀賞現場中華職棒賽事的態度、主觀規範、知覺行為控制與行為意圖上的影響；探討運動體驗劵方案在大學生參與中華職棒賽事的消費行為中，對周邊商品、餐飲、交通的預估最高消費金額的影響。研究對象以便利性抽樣選取北、中、南三區共 300 位大學生。研究方法以描述性統計、成對樣本 t 檢定與結構方程模式進行資料分析。研究結果：大學生觀賞中華職棒賽事的計畫行為理論模型有良好的模式適配度，態度、主觀規範、知覺行為控制皆能有效的預測行為意圖，其中知覺行為控制為最主要的預測因子；運動體驗劵方案在態度、主觀規範、知覺行為控制與行為意圖上皆產生顯著且正向的影響；運動體驗劵方案在預估最高消費金額有顯著增加的情形，每人平均在周邊商品增加 28 元，餐飲部份增加 12 元，交通方面也增加 16 元。

關鍵字

運動體驗劵 ； 計畫行為理論 ； 經濟效益 ； 消費行為 ； 中華職棒

並列摘要

By exploring the influence of the sport experience program coupon on the college students taking part in the games held by Chinese Professional Baseball League in the light of the Theory of Planned Behavior and the Consumption Behavior, this study aims, firstly, to discuss the forecastable condition in which the students’ attitudes, subjective norms and perceived behavioral control affect their behavioral intentions to watch the spot; secondly, to examine how the program has impacts on the students’ attitudes, subjective norms, perceived behavioral control and behavioral intentions while they’re watching the spot; and thirdly, to investigate how the program has effects on the expected maximum amount of consumption of by-products, meal and transportation. The objects of this study are 300 college students in north, central and south Taiwan chosen by convenience sampling. The data are analyzed by Descriptive Statistics, Paired-Samples t Test and Structural Equation Modeling. Three possible outcomes of this study: First, the objects’ attitudes, subjective norms and perceived behavioral control towards the games held by Chinese Professional Baseball League can effectively predict their behavioral intentions. Especially their perceived behavioral control is the main forecastable factor. Second, the program of sport experience coupon has significant and positive influence on the objects’ attitudes, subjective norms, perceived behavioral control and behavioral intentions towards the games held by Chinese Professional Baseball League. Third, the expected maximum amount of consumption around the stadium is met via the running of the program: each of the objects is willingly to purchase by-conducts with 28 more dollars, meal with 12 more dollars, and transportation with 16 more dollars (by average).

並列關鍵字

Sport Experience Coupon ； Theory of Planned Behavior ； Economical Benefits ； Consumption Behavior ； Chinese Professional Baseball League

參考文獻

許建民（2006）。職棒比賽現場觀賞行為意圖之研究－計畫行為理論之應用。國立體育學院論叢，17(4)，11-24。

王宗吉、洪煌佳、張世嫈（2007）。臺灣運動產業發展的社會過程研究。運動文化研究，3，85-109。

李柏慧、劉淑燕（2005）。民眾從事健走行為意圖之研究。大專體育學刊，7(1)，147-156。

李永祥（2010）。臺灣科技大學學生參與超級籃球聯賽現場觀賞意圖之研究：計畫行為理論驗證。海峽兩岸體育研究學報，4(1)，36-55。

蔡翔証（2007）。中華職棒大聯盟現場觀賞潛在顧客未消費行為導因之研究。臺灣體育運動管理學報，5，277-297。