消費者涉入棒球運動程度與未參與導因之研究

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2011

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棒球運動一直是國人最關注的觀賞運動,也受到政府相當的重視,臺灣棒球運動參與人口比起棒球盛行的日本卻相距甚遠,本研究旨為探討臺灣未參與棒球運動者,棒球運動涉入程度與未參與之導因,以Stammerjohan與Webster (2002) 的未消費行為導因理論為基礎。採問卷調查法進行研究,以各地區大學生及慢速壘球參與者為研究對象,共回收有效問卷618份。分析資料結果顯示:(一)未參與棒球運動者,願意透過媒體關心棒球運動,但成為棒球運動迷的熱忱不高;(二)未參與棒球運動者受個人特徵及情境導因影響較大,又以被其他活動替代的情況更為明顯;(三)參與壘球運動者較不易受到未參與棒球運動導因之影響;(四)參與壘球者棒球運動涉入程度的情形較顯著;(五)棒球運動涉入程度會降低其他活動替代效果的影響。建議相關單位應提供機會予對棒球運動還保有熱忱之民眾,強化參與棒球運動資訊及提昇棒球運動吸引力,從學生時期奠定對棒球運動的興趣。建議未來研究可透過深度訪談的方式進一步瞭解民眾未參與棒球運動的導因,亦探討臺灣棒球運動風氣轉變的緣由,輔以壘球運動推展的成功經驗,運動習慣及生活型態的改變,以做為棒球運動發展政策之參考。
Baseball is very famouse in taiwan. However, comparing to Japan, there is a relatively small population who participated in baseball. This study was based on the theory of non-consumption by Stammerjohan and Webster (2002) to explore the baseball involvement and the antecedents of non-consumption behaviors of who do not participate in baseball. Adopting questionnaire to investigate college students and softball players; 618 questionnaires were valid. The results showed the following conclusions : 1. The consumers are willing to concern about baseball through the mass media, but having little enthusiasm of being fans. 2. Personal characteristics and consumption situations are relatively great influence to the consumers, especially activities can substitute participating in baseball. 3. Softball players are less easy to influence by the causes of baseball non-consumption. 4. Softball players have higher baseball involvement. 5. Substitution effects of other activities can be reduced by the baseball involvement. Suggested that the departments concerned provide opportunities to people who are passionate and intensify the attraction of baseball to establish people’s interest at young ages. The future researchers could investigate the motivation of people who not participate in baseball and the causes of dropping population in baseball through in-depth interview; take the successful experience of softball development and the change of exercising habits and lifestyles for reference of baseball promotion.

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棒球, 涉入程度, 消費者行為, 未參與導因, Baseball, Involvement, Consumer behavior, Non-consumption

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