以S-O-R理論探討運動賽會服務品質對觀眾情緒感受及行為意圖之影響─以UBA、HBL為例

Abstract

本研究以Stimulus-Organism-Response理論為基礎，探討109學年度大專籃球運動聯賽 (University Basketball Association，UBA) 及高中籃球聯賽 (High School Basketball League，HBL) 的運動賽會核心服務品質與周邊服務品質對觀眾情緒感受及行為意圖之影響。採問卷調查法，經7位專家效度檢驗及174份預試後，以立意抽樣發放線上問卷，自2021年2月8日至3月31日，共計發放961份問卷，有效問卷661份，以結構方程模型進行統計分析。研究結果指出情緒感受在核心服務品質的選手表現及周邊服務品質的動線易達性、電子設備、服務人員與行為意圖間具有中介效果，然而在核心服務品質的球隊特色及周邊服務品質的場館美學、場館整潔度、座位舒適度、播報員風格、活動娛樂性與行為意圖間則無中介效果，且中介效果在UBA及HBL兩個賽會中並無顯著差異。本研究證實情緒感受是運動賽會服務品質及行為意圖間重要的中介因子，並依據研究結果提出理論意涵及管理意涵供運動賽會管理者及研究者參考。

The purpose of this study is to investigate the impacts of core service quality and peripheral service quality on University Basketball Association (UBA) and High School Basketball League (HBL) spectators’ emotions and behavioral intentions. Using purpose sampling, data were collected from an online survey, which was based on expert validity through 7 experts and 174 pre-test questionnaires. In total, 961 questionnaires were returned from February 8 to March 31, 2021, of which 661 were found to be useful. Using structural equation modeling, the results showed that emotion significantly mediated the relationship between player performance of core service quality, layout accessibility, electronics devices, employees of peripheral service quality and behavioral intention, while insignificantly mediated the relationship between team characteristics of core service quality , venue aesthetics, venue cleanliness, seat comfort, stadium announcer, entertainment of peripheral service quality and behavioral intention. There was no statistically significant difference between UBA and HBL. The findings suggest that emotion play an important role as a mediator in the relationship between service quality and behavioral intention. The theoretical and practical implications of the findings for sports marketing managers and academic researchers are discussed.