臺灣民眾運動消費水準時空演變特徵及影響因素分析

Analysis of the Spatiotemporal Evolution Characteristics and Influencing Factors of Sports Consumption in Taiwan

譚亮(Liang Tan) ； 高翯(He Gao) ； 黃東治(Dong-Jhy Hwang) ； 王俊人(Jun-Ren Wang)

《臺灣體育學術研究》 69期 (2020/12) Pp. 1-18

https://doi.org/10.6590/TJSSR.202012_(69).01

摘要

運動消費時空差異格局的出現，源於運動消費人群組合結構的不同和地區發展條件的限制，進一步影響運動消費經濟效益之增長。目的：本研究透過空間結構理論，探討臺灣運動消費時空特徵及其影響因素，以識別各地區運動消費觀念的不同，探討地區運動發展條件的限制等深層次原因。方法：本研究採用自然斷裂法和相對發展率，來瞭解臺灣運動消費時空變化趨勢與結構特徵，影響因素識別採用迴歸分析法。結果：一、臺灣民眾運動消費水準逐步提升，消費結構較為穩定，非實體化的運動消費增長潛力和趨勢較為明顯；二、臺灣民眾運動消費的空間四層次地帶性特徵突出；三、知識份子、女性、長者、高收入群體是推動運動消費水準提升的顯著力量。結論：為有效提升運動消費，應在逐步突破影響運動消費發展的各種限制的基礎上，刺激運動消費發展內生動力、增強運動消費發展的穩定性，以及促進運動產業跨領域之多層面合作。

關鍵字

地理空間 ； 自然斷裂法 ； 消費結構

並列摘要

Variations in spatiotemporal patterns of sports consumption stem from different combinations of sports consumption structures and restrictions on regional sports development, which in turn affect economic growth from sports consumption. Purpose: To examine the spatiotemporal characteristics of sports consumption in Taiwan and its influencing factors through the theory of spatial structure in order to identify regional differences in attitudes toward sports consumption and explore the major causes of restrictions on regional sports development. Methods: The Jenks natural breaks classification method and Nich were used to understand trends in the spatiotemporal changes and structural characteristics of sports consumption. Regression analysis was used to identify the influencing factors. Results: (1) The level of sports consumption showed gradual improvement over time, and the consumption structure was stable. A trend of non-entity sports consumption was observed and its growth potential was clear. (2) The four levels of spatial zonal characteristics of sports consumption had prominent effects. (3) Knowledge groups, women, elderly people, and high-income groups constituted significant promoting forces of sports consumption. Conclusion: To effectively enhance sports consumption, on the basis of gradually breaking through various restrictions affecting the development of sports consumption. Moreover, the development of endogenously motivated consumer movement should be stimulated, the stability of the consumer movement should be reinforced, and the sports industry should be promoted with cross - field cooperation.

並列關鍵字

sports consumption ； Jenks natural breaks classification method ； consumption structure

參考文獻

葉公鼎(2001)。論運動產業之範疇與分類。運動管理，1，8-21。 doi:10.29472/TSSM.200103.0006

姜穎 (2018)。市立運動中心：初論女性休閒運動消費的公共性可能與性別意涵。婦研縱橫，109，14-27。doi:10.6256/FWGS.201810_(109).04

張智涵、戴遐齡 (2018)。國際運動賽會吸引力、觀光利益與運動觀光發展態度之關係。大專體育學刊，20(3)，207-221。doi:10.5297/ser.201809_20(3).0002

劉玉峯 (2017)。鐵人三項賽會經濟效益評估。大專體育學刊，19(2)，111-121。 doi:10.5297/ser.1902.001

施婉婷、王俊人 (2014)。運動彩券購買決策因素：方法目的鏈之應用。大專體育學刊，16(2)，136-150。doi:10.5297/ser.1602.002