第21屆（2008-2009）大專籃球聯賽消費與未消費行為導因之研究

Abstract

本研究之研究對象為進場觀看第21屆（2008-2009）大專籃球聯賽公開男子組第一級決賽之觀眾及未進場觀看之在學大學生，採用問卷調查法，進場觀眾之部分有效問卷為387份，未進場觀看之在學大學生有效問卷為728份，透過描述性統計分析、皮爾森積差相關、單因子變異數分析和獨立樣本t檢定，進而瞭解進場觀眾人口及未進場觀賽之大學生，其人口背景變項組成情況、籃球運動持續涉入程度及消費行為導因之相關程度及差異情形。分析結果發現進場觀眾以女性、20～29歲之年齡組成及職業為學生居多，且籃球運動持續涉入程度與消費行為導因「籃球運動吸引力」、「社交需求及休閒娛樂」、「個人偏好」和「綜合因素」四構面，皆有中度至高度顯著相關；未進場觀看之大學生性別男女各半，有21.97%之受試者表未曾聽過大專籃球聯賽相關訊息，其籃球運動持續涉入程度，雖有與未消費行為導因具有相關性，但都是處於低度負相關，且從研究結果中得知，大專籃球聯賽之重要特色─「進場免費」，帶給兩邊之受試者完全不同的感受。由此建議賽事主辦單位─大專體總，可評估販售門票之可行性，並重新活化賽事之行銷策略，除了挑選更有效率之賽事資訊傳遞媒介，更應將賽事加以包裝及定位，針對廣大女性觀眾族群進行設計相關行銷策略，並結合球員進行校園宣傳活動，提升學生之學校認同感，盼能促使學校單位將大專籃球聯賽當成行銷學校的舞台之一，學生籃球運動也會跟隨之一起發展，讓臺灣的學生籃球環境更加成熟。The purpose of this study was to find out the characteristics, discrepancies, and the relationships among consumption and non-consumption behavior and involvement of basketball of the antecedents of 21th University Basketball Association.In this study, 1115 questionnaires are used in data processing (387 of consumption and 728 of non-consumption), data were analyzed by descriptive statistics, t-test, ANOVA and Person product moment correlation. The results from consumption showed that spectators of game were mainly female that between 20 to 29 years old and their occupation were mainly student. The degree of involvement of basketball resulted positive related to antecedents of consumption, and results from non-consumption were 21.97% of subjects didn’t receive any message of UBA, and their degree of involvement of basketball resulted negative related to antecedents of non-consumption. And we also realized that “watch for free” brought different effect on consumption/non-consumption. Researcher hopes the results of this study could be helpful for the hosting company and the related studies in the future.