2013臺灣國際衝浪公開賽 觀眾觀賞動機與觀賞滿意度之研究
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2014
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Abstract
本研究之目的係探討與實證研究，2013臺灣國際衝浪公開賽觀眾觀賞動機與滿意度之現況，並比較不同人口統計變項之現場觀眾對觀賞動機與滿意度的差異情形和相關情形。透過問卷調查法，以2013臺灣國際衝浪公開賽現場觀眾為研究對象，並以「國際衝浪公開賽觀眾觀賞動機與滿意度調查問卷」做為研究工具，採取立意取樣方式實施。根據調查所得有效問卷387份，以描述統計、單因子變異數分析、雪費事後比較及典型相關分析統計方法進行實證資料分析，以下為結論與建議：
一、臺灣國際衝浪公開賽發展現況之人口統計變項中，現場觀眾以男性占多數，年齡介於21-30歲之間，學歷為大學畢業、未婚，職業大多為軍公教人員，賽會訊息則是以社群網站取得資訊最多。
二、不同人口統計變項的觀賞動機與觀賞滿意度之差異性：
（一）年齡在觀賞動機、觀賞滿意度上的差異最大。
（二）學生、軍公教族群是參與最多之群體，相較於滿意度得分上稍微低於其他職業，推論這兩種職業對於賽會活動的要求較高。
三、不同人口統計變項在國際衝浪公開賽的相關情形，觀賞動機與滿意度呈現正相關：
（一）第一典型相關：觀賞動機的個人喜好、社會聯繫與觀賞滿意度的專業人員表現、環境品質呈現正相關。
（二）第二典型相關：觀賞動機的運動美感、專業成長與觀賞滿意度的場域設施呈現正相關。
The purpose of this study was to investigate the correlation and demographics of the audience with respect to their motives and satisfaction in 2013 Taiwan Open of Surfing. The study based on judgment sampling was conducted by questionnaire, and the audience in 2013 Taiwan Open of Surfing was the object of the study. According to the 387 valid questionnaires, the data was analyzed by means of descriptive statistics, One-way ANOVA, Scheff’s method, and canonical correlation analysis. The conclusions and suggestions were as follows. Firstly, regarding the demographic variable, most of the audience in Taiwan Open of Surfing was male, between21-30 years old, single with bachelor degree, military officer, government official or teacher and receiving relevant information from Facebook. Secondly, as for the discrepancy between watching motives and satisfaction relating to various demographic variables the results differentiated greatly between different ages. Besides, students, military officers, public officials and teachers often joined surfing activities. However, satisfaction questionnaire of those people had lower scores compared with participants of other occupations and inferred that both students and government employees had more requirements about Taiwan Open of Surfing. Thirdly, as for different demographic variables concerning to Taiwan Open of Surfing, watching motives are positively related to watching satisfaction. The first Canonical Correlation: There were positive relationship among personal preference and watching motives, social network, the performance of the professional surfers, and the quality of environment. The second Canonical Correlation: There were positive relationship among the aesthetic in sport and watching motives, professional development, watching satisfaction, and field equipment.
The purpose of this study was to investigate the correlation and demographics of the audience with respect to their motives and satisfaction in 2013 Taiwan Open of Surfing. The study based on judgment sampling was conducted by questionnaire, and the audience in 2013 Taiwan Open of Surfing was the object of the study. According to the 387 valid questionnaires, the data was analyzed by means of descriptive statistics, One-way ANOVA, Scheff’s method, and canonical correlation analysis. The conclusions and suggestions were as follows. Firstly, regarding the demographic variable, most of the audience in Taiwan Open of Surfing was male, between21-30 years old, single with bachelor degree, military officer, government official or teacher and receiving relevant information from Facebook. Secondly, as for the discrepancy between watching motives and satisfaction relating to various demographic variables the results differentiated greatly between different ages. Besides, students, military officers, public officials and teachers often joined surfing activities. However, satisfaction questionnaire of those people had lower scores compared with participants of other occupations and inferred that both students and government employees had more requirements about Taiwan Open of Surfing. Thirdly, as for different demographic variables concerning to Taiwan Open of Surfing, watching motives are positively related to watching satisfaction. The first Canonical Correlation: There were positive relationship among personal preference and watching motives, social network, the performance of the professional surfers, and the quality of environment. The second Canonical Correlation: There were positive relationship among the aesthetic in sport and watching motives, professional development, watching satisfaction, and field equipment.
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國際衝浪公開賽, 觀賞動機, 滿意度, International Surfing Open of Surfing, Audience motives, Satisfaction