職棒現場觀眾參與行為意圖模式之研究

Abstract

本研究以計畫行為理論為基礎，旨在建構職棒現場觀眾參與行為意圖之模式，進而探討職棒現場觀眾之態度、主觀規範、知覺行為控制、涉入程度對行為意圖之影響。本研究以2007年3月至4月間研究者親自前往中華職棒觀賞比賽之現場觀眾444名為研究對象，以「職棒現場觀眾參與行為意圖模式問卷」進行調查，並以描述統計、單因子變異數分析、結構方程模式進行資料分析。此外，配合深度訪談方式來進行質性資料的搜集。最後，依據量化研究與質性資料分析綜合結果，所得結論如下：

一、現場觀眾以大專校院之學生族群為主，對觀賞職棒之態度相當正面，且受到「次群體」較高的規範效力，而對於知覺行為的控制程度約在中等之間。

二、觀眾年齡介於26-35歲、去年曾觀賞現場職棒，以及參與後援會組織的觀眾，未來觀賞現場職棒的可能性越高。

三、本研究所建構之職棒現場觀眾參與行為意圖模式，大致符合各項適配度指標之檢驗標準，其中以涉入程度最能影響其觀賞職棒的行為意圖，其次為知覺行為控制，態度與主觀規範對行為意圖的影響力不顯著。

基於以上發現，建議職棒聯盟與球團應強化產品規劃，滿足觀眾需求，而針對未來研究，可將此模式應用於其它職業運動領域之觀眾參與意圖及行為模式中，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。The purpose of the study was to construct the participation behavior intention model of spectators in Chinese Professional Baseball League based on Theory of Planned Behavior. Furthermore, the study also examined the effects of spectators’ attitude, subject norm, perceived behavior control, and involvement toward behavior intention. The subjects of the study were four hundred and forty-four spectators of CPBL during March to April, 2007. A self-developed questionnaire “Questionnaire of Spectators’ Participation Behavior Intention Model in CPBL” was used as the research instrument. Descriptive statistics, one-way ANOVA, SEM were computed for data analysis. Then, by depth-interviewing with 9 spectators, qualitative information was collected. After combining with statistics and qualitative data, the results showed as follows:

1. The main group of spectators was college/ university students. Their attitude to CPBL was positive and they felt more normative effect from secondary group. The level of their perceived behavior control was middle.

2. Spectators who were in 26-35 of age, watched baseball game on the spot last year, or participated in fans’ club had higher intention to watch baseball game in the future.

3. CPBL spectators’participation behavior intention model built by the study had fit in with the goodness-of-fit index approximately. In this model, involvement could mainly influence the behavior intention, and perceived behavior control was posterior. Attitude and subject norm had no significant effect on behavior intention.

According to the results, the researcher suggests that the league and teams should enhance the product plan so that to satisfy the needs of audiences. The further researchers may apply to other professional games and construct participation model base on practical information; then, providing conference for professional sports in managing and marketing strategy planning.