探討職業籃球賽事品質對觀眾功利、享樂價值及行為意圖之影響 ─以P. LEAGUE+、T1聯盟為例

Abstract

臺灣的觀眾同時有了兩個職業籃球聯盟可以觀賞，對於賽事及球團的管理人員而言，必須儘快了解影響觀眾行為意圖的因素，吸引觀眾進場觀賞比賽。本研究採用運動賽事觀眾的品質-價值-行為模型理論 (Sport Spectator Quality-Value-Behavior, SSQVB) 作為架構，目的在探討觀眾對於賽事的核心、周邊服務品質、氛圍品質，體驗的功利、享樂價值及角色內、角色外行為意圖的影響。採取立意抽樣問卷調查方式進行，共建構7個構面，57題問卷題項，經由六位異質性專家修正內容後，P.LEAGUE+ 與 T1 聯盟共分別收回301及271份樣本，扣除篩選題及填答無效問卷，有效樣本分別為275份及262份，有效回收率為91%、96%。以AMOS 24.0檢測信度、效度，兩聯盟合併之觀眾樣本檢驗直接、中介效果，最後進行兩聯盟跨群組之比較分析。研究結果發現周邊服務、氛圍品質、功利價值會正向影響角色內、外行為意圖；功利價值作為中介變數時，三種品質皆對於角色內、外行為意圖具有正向影響，享樂價值作為中介變數時，三種品質僅對於角色內行為意圖具有正向影響。而跨群組分析也表明兩聯盟觀眾在氛圍品質對角色內行為意圖及核心服務品質對角色外行為意圖的感知狀況有顯著不同。建議各球團以提升球隊戰績為目標，塑造球隊的文化與球星，持續更新如電子看板及場館指示牌的實體環境因素，並訂定主場購買周邊商品的折扣優惠，提供免費的應援道具，使得更多的觀眾一同加油應援，提升觀眾感受到的價值並提升未來的角色內、外行為意圖。

Taiwanese audiences now have two professional basketball leagues to choose from, and for event organizers and team managers, it is important to understand the potential factors that influence audience behavior in order to attract viewers to games. This study uses the Sport Spectator Quality-Value-Behavior (SSQVB) model as a framework to investigate the effects of audience perceptions of core service quality, peripheral service quality, atmosphere quality, utilitarian and hedonic values, and in-role and extra-role behavioral intentions. A purposive sampling questionnaire survey was conducted, constructing 7 dimensions and 57 items, which were revised by six heterogeneous experts. The survey was construct by SurveyCake and posted on the Instagram and Facebook discussion groups of the two leagues. AMOS 24.0 was used to test reliability and validity, and direct and mediated effects were examined using a sample of spectators from both leagues. Finally, compare and analyze the two leagues across groups. The results show that peripheral service quality, atmosphere quality, and utilitarian value positively affect in-role and extra-role behavior intentions. When utilitarian value is used as a mediator, all three types of quality have a positive impact on in-role and extra-role behavior intentions. When hedonic value is used as a mediator, all three types of quality have a positive impact only on in-role behavior intention. Cross-group analysis also shows that there are significant differences in the perception of the relationship between atmosphere quality and in-role behavior intentions and the relationship between core service quality and extra-role behavior intentions among spectators in the two leagues. Teams should focus on improving their performance, shaping team culture and stars, continuously updating physical environmental factors such as electronic billboards and stadium signs, and offering discounts on merchandise purchases at home games, as well as providing free cheering props to encourage more audience support, enhance perceived value, and increase in-role and extra-role behavior intentions in the future.