籃球運動專業化與籃球比賽觀賞動機及觀賞行為

Basketball Participation and Spectator Motivation and Behavior

郭同堯(Tung-Yao Kuo)

指導教授 ： 高立學

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2009年)

摘要

本研究探討從事籃球運動與觀賞籃球比賽的關係，研究目的為了解從事籃球運動專業化程度高低與觀賞籃球比賽動機強度的關係、了解從事籃球運動不同專業化程度的人是否傾向不同的觀賞動機類型、了解籃球觀賞動機對於從事籃球運動專業化與籃球觀賞行為的關係是否扮演部分中介的角色。本研究採用問卷調查法，問卷內容包含五個部分：籃球比賽觀賞行為、籃球比賽觀賞動機強度、籃球比賽觀賞動機類型、從事籃球運動專業化程度、受訪者人口統計問項。研究對象為曾經觀賞過籃球比賽者，採用便利抽樣及配額取樣方式發放問卷。研究結果顯示，高專業化參與者比低專業化參與者有顯著較強的知識動機、自尊動機、社會動機和娛樂動機；高籃球專業化受訪者主要觀賞動機顯著傾向知識動機，但並未顯著傾向自尊動機；低專業化受訪者主要觀賞動機顯著傾向社會動機，但並未顯著傾向娛樂動機；觀賞動機對於運動專業化與觀賞行為的關係扮演部分中介的角色。管理者可在行銷活動中強調觀賞運動的社交，吸引低專業化族群。

關鍵字

專業化 ； 籃球 ； 觀賞動機 ； 觀賞行為 ； 知識動機

並列摘要

This research attempts to examine the relationships between the level of specialization in basketball participation and spectating motivation and behavior. The first hypothesis was: people characterized with a high level of specialization in basketball participation had stronger motivation for watching sports than people with a low level of specialization. The second and third hypotheses were: more people in the high-specialization group than those in the low-specialization group were primarily motivated by the motives of Knowledge and Self-esteem to watch basketball games. The fourth and fifth hypotheses were: more people in the low-specialization group than those in the high-specialization group were primarily motivated by the motives of Sociability and Entertainment. The sixth hypothesis was: motivation for watching sports partially mediated the relationship between specialization of sport participation and behavior of sport spectatorship. A questionnaire was created, which included a measure of levels of specialization (Bryan, 1977; McIntyre & Pigram, 1992) in playing basketball, measures of the four motives for spectator sports (Gau, 2008; Milne & McDonald, 1999; Trail & James, 2001; Wann, 1995), and four modes of sport spectator behavior (Gau, 2007). Using convenience sampling and quota sampling, the questionnaire was distributed in live game sites, basketball courses and school classes. Three hundred and ninety-two questionnaires were returned and 388 were valid. The sample was consisted of 55.7% males. The reliabilities of the scales were between 0.83 and 0.96. Participants were divided into two groups by using a cluster analysis (K-means) in terms of specialization in basketball participation: the high-specialization group (n=191) and the low-specialization group (n=189). Comparing the two groups, the results showed that individuals characterized by a high level of specialization in playing basketball were more strongly motivated than those characterized by a low level of specialization (p<.05). The first hypothesis was supported. Next, chi-square tests showed that more people from the high-specialization group than those from the low-specialization group chose Knowledge as the major motive for watching sports (p<.05). By contrast, more people from the low-specialization group than those from the high-specialization group chose Sociability (p<.05) as the major motive to watch sports. The hypothesis 2 and 4 were supported. Nevertheless, the hypothesis 3 and 5 were not supported. Further, using a procedure proposed by Baron and Kenny (1986), the direct path from the independent variable, participating specialization, to the dependent variable, spectating behavior, reduced (i.e. partial mediation) (from 0.790 to 0.578) when the path from the independent variable to the mediator, motivation for watching sports, and from the mediator to the dependent variable was included in a model. The sixth hypothesis was supported. Sport managers may use Sociability as themes in marketing activities to attract people with a low level of participating specialization to watch sports.

並列關鍵字

Specialization ； Basketball ； Motive ； Spectator sport ； Knowledge

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