本研究旨在探討棒球運動觀賞涉入及觀賞流暢體驗的關係,且建構棒球運動參與涉入、觀賞涉入、觀賞流暢體驗與觀賞意願的理論模型。針對高雄澄清湖棒球場、台中棒球場職棒球迷,及中部某大學學生與其親友進行問卷調查,有效樣本為435人。根據驗證性因素分析顯示,棒球運動參與涉入、觀賞涉入、觀賞流暢體驗與觀賞意願各量表皆具有良好的信效度及最適模式,整體量表信度介於0.94到0.96之間,再以結構方程模式進行路徑係數分析,驗證本研究六項假設,僅有運動參與涉入對觀賞意願假設關係不成立。本研究結果發現:棒球運動參與涉入及觀賞涉入皆會發生觀賞流暢體驗;棒球運動參與涉入主要透過觀賞涉入及觀賞流暢體驗,間接影響到觀賞意願,部分透過觀賞流暢體驗間接影響觀賞意願,皆並未直接影響觀賞意願,棒球運動參與涉入、觀賞涉入、觀賞流暢體驗對於觀賞意願的解釋變異量為79%。由以上研究結果可見,本研究建議運動觀賞的經營管理單位,應該多推動交叉行銷活動,使參與者培養觀賞運動的習慣,達到推廣運動產業之目的,且提高運動觀賞涉入,以獲得觀賞流暢體驗及觀賞意願。後續研究建議以發展不同運動賽事觀賞者流暢體驗量表,試圖驗證運動觀賞持續涉入、情境涉入與流暢體驗的理論模型。
This study attempted to build a model of involvement in sports participantion and spectatorship, flow experience, and intentions in watching baseball games. It was hypothesized that the relationship between involvement and flow experience in base-ball spectators, in which mediators can influence baseball participation invovlement and spectators’ intentions in baseball. The study participants were drawn from the professional baseball games spectators in Kaosiung country and Taichung stadium, and the universities students in central Taiwan. Questionnaires included the measures of involvement in sport participatnts and spectatorship, flow experience, and inten-tions. Measurement of sports participation invovlement used the perceived importance, self-expression, and centrality to lifestyle in the affective aspect of recreation spe-cialization of three-dimension involvement scale. The measure of sports spectatorship involvement included the perceived importance and centrality to lifestyle with the so-cial-psychological aspect of the sport spectators’ involvement scale. Flow experience was measured with two-dimension of concentration on the task at hand and loss of self-consciousness in flow state scales. Intentions were measured with consumer be-havioral intentions scale. The scales’ Cronbach’s alpha was .94~.96. The results show that the more the spectators’ involvement is, the higher their flow experiences are. Fi-nally, it was suggested that sports spectators’ involvement and flow experience in baseball play important roles mediating the relationship between baseball participa-tion involvement and the intention of watching sports. In future research, we can at-tempt to examine the relationship between sports spectators’ involvement and flow experience in different sport events, to design a sport spectators flow experience scales, and to test a model examining the enduring involvement, situation involve-ment and flow experience in spectator sports.