統一7-ELEVEn獅隊球迷後援會成員參與動機、滿意度與球隊認同之研究

Abstract

本研究旨在瞭解統一獅球迷後援會成員之人口背景、參與動機、滿意度與球隊認同為何。本研究以386名統一獅球迷後援會成員為研究對象，並以「統一獅球迷後援會成員參與動機、滿意度與球隊認同調查問卷」為工具，進行問卷調查，針對研究結果及其所代表的意義，經由討論，得到以下結論：

一、統一獅球迷後援會成員以男性、24歲~29歲、最高學歷為大學、職業為學生、平均月收入三萬～五萬元之球迷為其人口統計特徵。 二、統一獅球迷後援會成員參與動機根據因素分析的結果可分為「社會構面」、「心理構面」、「放鬆構面」；研究結果可知，統一獅球迷後援會成員在「社會構面」之動機程度較高，其次為「放鬆構面」，「社會構面」與「放鬆構面」之間的差距並不大，顯示後援會成員在從事休閒活動上主要的目的為滿足社會需求與放鬆的需求。 三、統一獅球迷後援會成員滿意度根據因素分析結果可分為「知性構面」、「社會構面」、「放鬆構面」與「便利性構面」；根據研究結果，統一獅球迷後援會成員之滿意度在「便利性構面上」有最高的滿意度，其次為「社會構面」，由結果可知，球迷後援會成員對於加入後援會所帶來的便利性有很高的滿意度。 四、統一獅球迷後援會成員球隊認同根據研究結果，統一獅球迷後援會成員在球隊認同上有著中高度的球隊認同，顯示統一獅球迷後援會成員對於統一獅隊有著極高的球隊認同感。 五、統一獅球迷後援會成員之人口背景對參與動機在性別、職業與平均月收入上都沒有顯著的差異；年齡在「心理構面」與「社會構面」上有顯著差異；在教育程度上，「社會構面」、「心理構面」與「放鬆構面」有顯著的差異。 六、統一獅球迷後援會成員之性別、年齡、職業與平均月收入對於滿意度沒有顯著的差異；但在教育程度上，不同的教育程度對於滿意度有著顯著的差異。 七、統一獅球迷後援會成員之性別、年齡、職業與平均月收入上，與球隊認同沒有顯著之差異；球隊認同在教育程度上有著顯著之差異。 八、統一獅球迷後援會成員之參與動機與滿意度各構面皆有正相關之情形，且兩者存在高度正相關，可發現參與動機與滿意度之間的確有著顯著關係情形。 九、統一獅球迷後援會成員之參與動機與球隊認同各構面皆有正相關之情形，且兩者存在中度正相關，可發現參與動機與球隊認同之間的確有著顯著關係情形。 十、統一獅球迷後援會成員之滿意度與球隊認同各構面皆有正相關之情形，且兩者存在中度正相關，可發現滿意度與球隊認同之間的確有著顯著關係情形。

The purpose of this study was to understand the demographics, participate motivation, satisfaction and team identify of Uni-President 7-ELEVEn Lions baseball team fans club members. 386 fans were sampled as subjects and given questionnaires for the survey. The results were as following: (1) Uni-Lions fans club members were mainly male and 24- 29 years old. Most of them were college educated. Profession was mainly student. The monthly salary was mainly between $30,000~ $50,000 NT dollars. (2) Participated motivation of Uni-Lion fans club members was categorized into 3 factors: “social dimension”, “psychological dimension” and “relaxed dimension”. The results also found that social dimension and relaxed dimension had higher averages and indicated that the club fans’ purpose to participate the leisure activities was to satisfy the social and relaxed need. (3) Satisfaction of Uni-Lion fans club members was categorized into 4 factors: “intellectual dimension”, “social dimension”, “relaxed dimension” and “convenience dimension”. The results also found that “convenience dimension” had the highest average and indicated that the convenience to participate Uni-Lion fans club could boost satisfaction. (4) Uni-Lion fans club members had middle-high level in team identify. (5) In the Uni-Lion fans club members’ demographics, gender, profession and monthly salary toward participated motivation were not significantly different. Age toward “psychological dimension” and “relaxed dimension” was significantly different. Educational level toward “social dimension”, “psychological dimension” and “relaxed dimension” was significantly different. (6) Gender, age, profession and monthly salary toward satisfaction were not significantly different. Educational level toward satisfaction was significantly different. (7) Gender, age, profession and monthly salary toward team identification were not significantly different. Educational level toward team identify was significantly different. (8) Participate motivation and satisfaction were highly positive related. (9) Participated motivation and team identify were moderately positive related. (10) Satisfaction and team identify were moderately positive related.