職棒球迷參與程度及對場地設施滿意度之研究：以統一獅隊台南主場為例

A Study of Baseball Fans' Attendance Frequency and the Levels of Satisfaction with Baseball Stadium: The Case of the Fans of President Lions at the Tainan Municipal Baseball Stadium

黃啟明(Chi-Ming Huang) ； 劉志華(Chih-Hua Liu)

《大專體育學刊》 7卷4期 (2005/12) Pp. 49-60

https://doi.org/10.5297/ser.200512_7(4).0004

摘要

本研究為探討球迷參與程度及對場地設施滿意度之情形，研究目的如下，一、瞭解不同背景變項球迷參與程度現況及差異情形。二、比較不同參與程度球迷對統一獅隊台南主場場地設施滿意度之差異情形。以統一獅隊台南主場球迷為研究對象，以四場台南地區比賽為抽樣場次，採用隨機抽樣100位統一獅隊球迷，共計發出400份的問卷，回收剔除無效問卷後，有效問卷計368份，回收有效率為92%。經以描述統計、χ^2考驗及單因子變異數分析進行本研究各項問題之考驗，所得結論如下：（一）統一獅隊台南主場球迷參與程度以「輕度消費者(Light User)」及「中度消費者(Medium User)」居多。在「輕度消費者」中男性球迷參與比例高於女性球迷。在「中度消費者」中球迷參與比例會因不同年齡及教育程度，而有差異存在。（二）不同參與程度球迷對「空間滿意」及「環境滿意」有差異存在，參與程度越高的球迷對台南球場的空間與環境滿意度越低。

關鍵字

職業棒球 ； 參與程度 ； 場地設施 ； 消費行為

並列摘要

This study discussed baseball fans' participation frequency and satisfaction level on facility assuage. The purposes of this study were: (1) to analyze baseball fans' participation frequency and the differences among various attendance levels of fans; (2) to examine the satisfaction level of facility usage. The fans of President Lions at Tainan Main Baseball Field were used as samples. A survey of 100 fans was conducted to each of the four contests. Among the 400 questionnaires received, 368 valid questionnaires were obtained after screening out the invalid ones. The statistical methods of Descriptive, Chi-square and ANOVA were used for analyses. The results were as follows. First, with regard to the sports participation frequency for the fans of President Lions at Tainan Main Baseball Field, 39.4% of these fans were either ”light users” or ”medium users.” Among the fans of ”light users”, the percentage of males was higher than that of females. As for the fans of ”medium users”, there was a difference in participation frequency for the fans with different levels of education. Second, there was a difference among the fans with different sports participation frequency regarding the satisfaction with the space and the environment of the field. The degree of satisfaction was relatively lower for the fans with higher sports participation frequency.

並列關鍵字

professional baseball ； participation ； facility ； consumer behavior

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