中華職棒虛擬社群參與行為意圖模式之研究

No Thumbnail Available

Date

2010

Journal Title

Journal ISSN

Volume Title

Publisher

Abstract

本研究以計畫行為理論為基礎,旨在建構中華職棒虛擬社群成員參與行為意圖模式,進而探討虛擬社群成員之態度、主觀規範、知覺行為控制對行為意圖之影響。依據研究目的,本研究於2009年10月間,以曾參與中華職棒與各球隊網站中所規劃出的專屬討論區、部落格、臉書、噗浪,以及BBS批踢踢中華職棒與各球隊板上之社群成員430名為研究對象,以「中華職棒虛擬社群參與行為意圖模式問卷」進行調查,並以描述性統計、獨立樣本t檢定、單因子變異數分析,以及結構方程模式 (Structural Equation Modeling, SEM) 進行資料分析。所得結論如下:一、中華職棒虛擬社群成員以25歲以下、大專校院之學生族群為主,且為賽事轉播重度觀賞者;二、中華職棒虛擬社群成員多持正面態度,自我知覺行為控制在中上水準,然而在重要參考群體之規範效力則較低;三、中華職棒虛擬社群參與特性如每週造訪社群次數、每次參與社群時間,以及每週發表與回覆文章篇數於各變項上呈現明顯區隔;四、依據計畫行為理論所建構之中華職棒虛擬社群參與行為意圖模式,模式與樣本資料的適配度達可接受標準,其中以知覺行為控制最能影響其參與社群討論的行為意圖,其次為態度,主觀規範對行為意圖的影響力不顯著。基於以上發現,建議中華職棒聯盟與球團虛擬社群經營者應更掌握虛擬社群參與者之結構特性,主動提供有趣話題提供社群成員討論,並減低他們參與社群之阻礙,如增設一特區說明社群之規則與特殊用語,以促進社群成員的參與、提升網站之流量,進而為聯盟與球團帶來收益。針對未來研究,將此模式應用於其他職業運動領域中,並依據實證資料來建構完整模式,作為職業運動經營與行銷策略規劃上之參酌。
This study constructed the behavioral intention model of virtual community in the Chinese Professional Baseball League based on the theory of planned behavior. It examined the effects of virtual community participants’ attitude, subjective norm, and perceived behavior control of behavioral intention. The subjects were 430 participants who had participated forum, blog, facebook, plurk and bbs ptt of CPBL. A self-developed questionnaire “Questionnaire of Virtual Community Participants Behavioral Intention Model in CPBL” was used as the instrument. Descriptive statistics, independent t-test, one-way ANOVA and Structural Equation Modeling (SEM) were used for data analysis. The results were as follows: 1. The demographics of virtual community participants were predominantly aged 25 and below, college students and heavy media users. 2. In this model, perceived behavioral control and attitude could mainly influenced virtual community behavioral intentions, while subjective norm had no significant effects on the behavioral intentions. 3. CPBL virtual community behavioral intention model based on TPB reached an acceptable level. According to the results, the researcher suggested the league and teams should get over the characteristics of virtual community and be more active on providing topic of discussion for virtual community in order to improve their participation. The model built in this study could well be applied to future research in other professional sports, and models could be made based on actual data for managing and marketing strategy planning in professional sports.

Description

Keywords

中華職棒, 虛擬社群, 計畫行為理論, 結構方程模式, Chinese Professional Baseball League (CPBL), Virtual Community, Theory of Planned Behavior (TPB), Structural Equation Modeling (SEM)

Citation

Collections