現場觀眾服務品質知覺、滿意度與行為意圖之研究─以免費觀賞型運動賽會為例

Abstract

本研究旨在探討免費觀賞型運動賽會現場觀眾服務品質知覺、滿意度與行為意圖之關係，以2014安麗益之源盃女子職業撞球大賽之現場觀眾為研究對象，透過立意抽樣方式進行問卷調查，獲得有效樣本數530份，以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析與一般多元迴歸分析進行資料處理分析，研究發現如下： 一、免費觀賞型運動賽會之現場觀眾以男性，26-35歲，大學學院專科為主要族群。平均每年花費「參與」及「觀賞」運動金額的部分，皆以「1,000元以下」為多數；64.9%的觀眾未來願意付費觀賞；現場觀眾有33.2%是第一次到場觀賽。 二、不同性別、學歷與觀賞運動金額的現場觀眾在服務品質知覺上呈現顯著差異 三、不同性別、學歷與觀賞運動金額的現場觀眾在滿意度上呈現顯著差異 四、不同性別與觀賞運動花費金額的現場觀眾在行為意圖上呈現顯著差異 五、服務品質知覺、滿意度與行為意圖間呈現顯著的正相關 六、服務品質知覺之「場館空間」、「參賽選手表現」與滿意度之「賽會滿意度」等3個變項對行為意圖具有顯著的預測能力 基此，本研究建議未來主辦單位應開發喜愛觀賞運動之潛在觀眾，提升賽會參賽選手之素質，提供多元入場觀賞誘因，建立口碑宣傳，找尋最適切的賽會場館空間，方能成就一場經典賽事，讓賽事成為觀眾心目中最想觀看比賽，使賽會能夠永續經營。

This study aimed to explore the relationships among spectators service quality perception, satisfaction, and behavioral intention for the free-to-view sports events. The study was done with 530 valid questionnaires completed by spectator of the 2014 Amway eSpring Women's World 9-Ball Open. 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 26-35, college-educated. Besides, there were differences among spectators’ demographics on the service quality perception, satisfaction, and behavioral intention. Also, there were highly correlated relationship among the service quality perception, satisfaction, and behavioral intention. The player performance, facility space, and game satisfaction to behavioral intention were significant indicators for the behavioral intention. According to the results of this study, the sports ecents managers are suggested to maintain and enhance the main population, develop other groups of spectators, train the staff’s professional ability, invite more famous players in order to attract more spectators, further become loyal fans.