職棒觀眾觀賞行為意圖模式之研究

A Study on Spectators' Viewing Behavioral Intention Model in the Chinese Professional Baseball League

呂宛蓁(Wan-Chen Lu) ； 鄭志富(Chih-Fu Cheng)

《大專體育學刊》 10卷3期 (2008/09) Pp. 57-71

https://doi.org/10.5297/ser.200809_10(3).0004

摘要

本研究以計畫行為理論為基礎，旨在建構職棒觀眾觀賞行為意圖之模式，進而探討職棒現場觀眾之態度、主觀規範、知覺行為控制對行為意圖之影響。本研究以2007年3月至4月間前往中華職棒觀賞比賽之現場觀眾444名為研究對象，以「職棒觀眾觀賞行為意圖模式問卷」進行調查，並以描述統計、結構方程模式進行資料分析，所得結論如下：一、依據計畫行為理論所建構之職棒觀眾觀賞行為意圖模式，模式與樣本資料的適配度達可接受水準。二、知覺行為控制最能影響觀眾觀賞職棒的行為意圖，其次為態度，主觀規範對行為意圖的影響力不顯著。基於以上發現，建議職棒聯盟與球團應增加觀眾之觀賽便利條件（如交通、友伴等），並善用行銷策略來塑造職棒球員之知名度，加強觀眾對職棒之正向態度，以刺激其觀賞意願。而針對未來研究，可將此模式應用於其它職業運動領域中，並依據實證資料來建構完整模式，作為職業運動經營與行銷策略規劃上之參酌。

關鍵字

中華職棒 ； 計畫行爲理論 ； 結構方程模式

並列摘要

This study constructed the viewing behavioral intention model of spectators in the Chinese Professional Baseball League based on the theory of planned behavior. It also examined the effects of spectators' attitude, subjective norm, and perceived behavior control of behavioral intention. The subjects were four hundred and forty-four spectators of CPBL from March to April, 2007. A self-developed questionnaire ”Questionnaire of Spectators' Viewing Behavioral Intention Model in CPBL” was used as the instrument. Descriptive statistics and SEM were used for data analysis. The results showed that first, CPBL spectators' viewing behavioral intention model built by TPB had already reached an acceptable level based on the sampled materials. Second, in this model, the perceived behavior control and attitude could mainly influence the behavioral intentions, and the subjective norm had no significant effects on the behavioral intentions. According to the results, the researcher suggests that the league and teams should create more convenient conditions (such as traffic and partners) for spectators. In addition, they should use the promotional strategies to enhance the awareness of CPBL players, and promote the positive attitudes of spectators in order to increase their viewing intention. The model built in this study can well be applied to future research in other professional sports, and models can be made based on actual data for managing and marketing strategy planning in professional sports.

並列關鍵字

CPBL ； theory of planned behavior TPB ； structural equation modeling SEM

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