超級籃球聯賽現場觀眾消費行為意圖模式之研究

A Study on Audiences’ Consumption Behavior of Intention Model in Super Basketball League

熊鴻鈞

指導教授 ： 鄭志富

國立臺灣師範大學/運動與休閒學院/體育學系/博士(2009年)

摘要

超級籃球聯賽現場觀眾消費行為意圖模式之研究

摘 要
本研究旨在建構超級籃球聯賽現場觀眾消費行為意圖模式，以計畫行為理論為基礎，探討態度、知覺行為控制、主觀規範對消費行為意圖之影響。本研究以2009年3月至4月間超級籃球聯賽479名現場觀眾為研究對象，以「超級籃球聯賽現場觀眾消費行為意圖模式問卷」進行調查，並以描述統計、單因子變異數分析、結構方程模式進行資料分析，所得結果如下：
一、超級籃球聯賽現場觀眾以年齡介於16～25歲間，每月可消費金額在 10,000元以下之北部大專校院女性學生為主要消費族群。
二、現場觀眾對觀賞超級籃球聯賽抱持正向之態度，且受到「知覺行為控制」 的影響最大；在「主觀規範」構面中，「次群體」的規範效力大於「主群體」。
三、本研究建構之「超級籃球聯賽現場觀眾消費行為意圖模式」，符合各項適 配度指標之檢驗標準，其中以「知覺行為控制」最能影響觀賞超級籃球聯賽之行為意圖，其次為「態度」；「主觀規範」對行為意圖的影響力則不顯著。
依據研究結果，建議超級籃球聯賽經營者及球團應保留學生族群、開發潛在觀眾；提昇球賽精彩度，建立觀眾忠誠度；善用北高場館，平衡南北差異，吸引更多球迷進場觀賞。針對未來之研究者，可比較不同運動項目觀賞行為模式之研究，以建構更紮實之消費行為模式，提供運動賽會經營與行銷策略規劃之參考。

關鍵詞：超級籃球聯賽；現場觀眾；計畫行為理論；結構方程模式

關鍵字

超級籃球聯賽 ； 現場觀眾 ； 計畫行為理論 ； 結構方程模式

並列摘要

A Study on Audiences’ Consumption Behavior of Intention Model in Super Basketball League

Abstract
The purpose of this study was to construct the consumption behavior of intention model of audience in live Super Basketball League based on Theory of Planned Behavior. The study examined effects of attitude, subject norm, and controlling of perceived behavior, toward to the intention behavior on audiences. The subjects of the study were four hundred and seventy-nine audiences of SBL during March to April, 2009. A self-developed “Questionnaire of Audiences’ Consumption Behavior of Intention Model in the presences of SBL” was used as the tool for this research. Data analysis was computed by using Descriptive statistics, one-way ANOVA, Structure Equation Model (SEM), of which shows following results:
1. Female audiences who lived in the northern Taiwan ages from 16 to 25 and having college education were expected to pay less than 10000 NT＄/ month for the games.
2. Surplus of positive attitude and more normative were held to the audiences than that of its subdivided group in SBL. The level of their controlling of perceived behavior could not expect too high. The audiences’ had positive attitudes on-the-spot whom viewing SBL games would process the highest controlling of Perceived Behavior. The influence of subjective rules for subdivided groups was more important than that for primary groups.
3. SBL audiences’ consumption behaviors of intention model were built by studies of goodness-of-fit index approximately. In this model, controlling of perceived behaviors was expected to influent its intention mainly. Attitude was posterior while subject norm had no significant effect on the behavior intention.
As induced, this study suggested that the league and teams should hold the students consumers, enhances the potential audiences, promotes the fascination of the games, encourages the loyalty of audiences, and well uses of game fields to enforce the tactics within territories. The main target was to satisfy the needs of audiences to have more of them in live games. For the further researches could introduce more professional games in constructing a stronger intention of consumption behaviors while the model could base on practical information to provide conferences of professional sports in managements and marketing.

Keywords: Consumption Behavior, Super Basketball League (SBL), Theory of Planned Behavior, Structure Equation Model (SEM).

並列關鍵字

Consumption Behavior ； Super Basketball League (SBL) ； Theory of Planned Behavior ； Structure Equation Model (SEM)

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