現場觀眾觀賞動機與休閒效益體驗相關之研究-以2010年七季超級籃球聯賽為例
No Thumbnail Available
Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
籃球從民國四十年開始，在政府大力推廣之下，逐漸形成熱潮，並且成為國人最喜愛的運動之一。本研究目的在探討超級籃球聯賽現場觀眾觀賞動機與休閒效益之關係，以2010年第七季超級籃球聯賽現場觀眾為研究對象，並且以問卷調查法蒐集相關資料，問卷內容包含：人口統計變項、觀賞動機量表與休閒效益量表共三個部份。研究地點為臺北市立體育館與新莊體育館，總共發放490份問卷，其中有效問卷450份，有效問卷率為91.84%。問卷回收後以描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後考驗、皮爾森積差相關等統計方法進行資料處理，所得結果為：
一、2010年第七季超級籃球聯賽現場觀眾以「女性」居多；教育程度為「大專」為最多數，其次為「高中職」；婚姻狀況為「未婚」居多；職業是以「學生」；支持球隊以「達欣工程」為最多數，其次為「臺灣啤酒」與「裕隆」。
二、2010年第七季超級籃球聯賽現場觀眾在不同性別、教育程度、婚姻狀況、職業與支持球隊之觀賞動機與休閒效益上均達到「顯著差異」。
三、在整體觀賞動機與整體休閒效益以及整體觀賞動機與心理效益間，皆有「高度相關」存在；而觀賞動機與休閒效益其它構面間，也呈現「中度相關」。
根據以上結果，研究者建議舉辦賽事之相關單位可以開發學生族群以外之新市場，並且舉行售票之相關促銷活動，以期增加觀眾之現場觀賽之數量。並且將例行賽之賽程移至中南部，拓展北部以外的市場。
The purpose of the study was to unsderstand the relationship between spectactor’s motivation and benefits of leisure- In Super Basketball League Season 7, 2010. The questionnaire included 3 parts: the demographic, the scale of motivation and the scale of benefit of leisure. The subjects of this Study were distributed 490 questionnaires, 450 were valid. And the returned race was 91.84%. The collected data was analyzed by descriptive statistics, independent sample t test, one-way ANOVA, Scheffe’s and Pearson’s correlation coefficients. The findings of the study were as follows: 1. On the demographics analysis, most of the respondents were female, the educational levels were college, the marital statuses were singled, and the most of be surportive teams were Da-shin Tigers, Taiwan Beer and Yu- Lun. 2. On the motivation and benefit of leisure construct, there were sidnificant differences among different gender, educational level, marital status, occupations and surportive teams. 3. The whole motivation and whole benefit of leisure, the whole motivation and mental benefit were closely related to each other. And the other concepts of motivation and benefits of leisure were also related to each other. According to the findings, I recommend the related associations with SBL can expand the market of student clusters, to hold some ticket-sale promotions and also developing the market of central or southern Taiwan. Hope can attract more spectactors join the basketball games on-site.
The purpose of the study was to unsderstand the relationship between spectactor’s motivation and benefits of leisure- In Super Basketball League Season 7, 2010. The questionnaire included 3 parts: the demographic, the scale of motivation and the scale of benefit of leisure. The subjects of this Study were distributed 490 questionnaires, 450 were valid. And the returned race was 91.84%. The collected data was analyzed by descriptive statistics, independent sample t test, one-way ANOVA, Scheffe’s and Pearson’s correlation coefficients. The findings of the study were as follows: 1. On the demographics analysis, most of the respondents were female, the educational levels were college, the marital statuses were singled, and the most of be surportive teams were Da-shin Tigers, Taiwan Beer and Yu- Lun. 2. On the motivation and benefit of leisure construct, there were sidnificant differences among different gender, educational level, marital status, occupations and surportive teams. 3. The whole motivation and whole benefit of leisure, the whole motivation and mental benefit were closely related to each other. And the other concepts of motivation and benefits of leisure were also related to each other. According to the findings, I recommend the related associations with SBL can expand the market of student clusters, to hold some ticket-sale promotions and also developing the market of central or southern Taiwan. Hope can attract more spectactors join the basketball games on-site.
Description
Keywords
現場觀眾, 觀賞動機, 休閒效益, SBL, Spectators, Motivation, Benefit of Leisure