觀眾對球場氣氛、體驗價值與再購意願之研究-以中華職棒為例 A Study of Spectators’ Stadium Atmosphere, Experience Value, and Repurchase Intention for the CPBL

Date
2015
Authors
賀嘉瑞
Ho, Chia-Jui
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Abstract
本研究旨在探討觀賞中華職棒比賽之現場觀眾對球場氣氛營造的體驗價值與再購 意願之關係。以2015年職棒26年四支球隊主場現場觀眾為研究對象,透過立意抽樣的方 式進行問卷調查,獲得有效樣本數599份,採用統計套裝軟體SPSS22.0,以描述性統計、 獨立樣本t檢定、獨立樣本單因子變異數分析、皮爾森積差相關及多元迴歸分析進行資 料處理分析。研究發現如下: 一、中華職棒現場觀眾主要以男性21-30歲大學學院專科者為多,觀賞比賽以同學、同事、朋友一起者為最多 二、不同「球場」的現場觀眾在球場氣氛重要程度上呈現顯著差異 三、不同「支持球隊」、不同「球場」的現場觀眾在「體驗價值」與「再購意願」上呈現顯著差異 四、球場氣氛、體驗價值與再購意願間呈現顯著的正相關 五、球場氣氛之「球隊整體」與體驗價值之「消費者投資報酬」、「美感」、「趣味 性」等 4 個變項對再購意願具有顯著的預測能力 本研究建議球團應持續穩固主要觀眾人口,並增加其他觀眾客群的比例進場欣賞比賽,球團也要經營具備球隊特色球場氣氛創造差異,增加進場觀眾的體驗價值,使觀眾願意再度回到球場觀賞比賽。
This study aimed to explore the relationships among spectators’ stadium atmosphere, experience value and repurchase intention for the CPBL events. The study was done with 599 valid questionnaires completed by spectators of the CPBL 4 home teams. Based on the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: The majority of spectators were male, age of 21-30, college-educated. Besides, there were differences among spectators’ demographics on the spectators stadium atmosphere, experience value and repurchase intention. Also, there were highly correlated relationship among the stadium atmosphere, experiencial value and repurchase intention. The entire team performance, consumer return on investment, aesthetics, and playfulness to repurchase intention were significant indicators for the repurchase intention. According to the results of this study, the professional baseball managers are suggested to maintain and enhance the main population, develop other groups of spectators and operate the distinguishing stadium atmosphere. To enhance the experience value of the spectators’ and let them come into watch the baseball game again.
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Keywords
球場氣氛營造, 運動行銷, 中華職棒大聯盟, Atmosphere operating, sports marketing, CPBL
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