Publication:

超級籃球聯賽現場觀眾涉入程度、球隊認同對滿意度、忠誠度與觀賞行為延伸影響之研究

本研究主要目的在瞭解超級籃球聯賽（Super Basketball League，簡稱SBL）球迷觀賞行為之現況，探討SBL現場觀眾的涉入程度、球隊認同、滿意度、忠誠度與觀賞行為延伸之間的關聯性。問卷分為六個部份採李克特氏五分量表計分，調查對象為第五屆SBL現場觀眾，以便利抽樣方式施測，共發放480份，有效問卷410份，有效問卷率為85.4%。以SPSS分析人口統計變項的分佈及信效度考驗，而使用Amos做各項因素間的路徑分析和相關性分析，整體配適度的統計量可看出這整個模式具備可接受之配適度（RMR =0.05；RMSEA =0.061；GFI =0.843；AGFI =0.816；CFI= 0.932；NFI =0.892）。

研究結果發現如下：

一、本研究對象以女性居多，年齡主要分布在21到30歲之間，大多具有大學學歷，職業多以學生身份居多。

二、SBL現場觀眾認為觀賞SBL可以增進休閒樂趣，且自認為是SBL賽事中某一球隊的忠實球迷，對SBL所營造的整體氣氛感到最為滿意，並願意推薦他人一同前往觀賞SBL，而具忠誠之SBL球迷願意除SBL球賽外去觀賞其他籃球賽事，具備觀賞行為延伸之絛件。

三、在路徑相關性分析發現，涉入程度、球隊認同、滿意度、忠誠度與觀賞行為延伸均有正向相關，但球隊認同對於滿意度沒有顯著影響，而涉入程度與球隊認同會透過忠誠度，而間接影響觀賞行為延伸。

The purpose of this study was to explore spectator behaviors of Super Basketball League (hereby refers to SBL) and to identify the causal relationship among spectator involvement, team identification, satisfaction, loyalty and extension behaviors. Questionnaire for the survey entitled “SBL Spectator Behavior”, which consisted of six sections and measured by Likert 5 point Scale was managed to gather data from spectators attending to the SBL games in its 5th operating year. The randomly sampling was applied and 480 questionnaires were distributed with a 410 valid response (85.4% return rate).

Demographics, reliability and validity were measured by Statistical Package for Social Science (SPSS), while the paths and correlations among studied variables were measured by AMOS. The indices of model fit, RMR =0.05；RMSEA =0.061；GFI =0.843；AGFI =0.816；CFI= 0.932；NFI =0.892, indicate that this model fits its sample data.

The findings of this study show that the majority of respondents for the study are female, ages 21-30 years old with bachelor degree. The spectators self-considered the loyal fans and committed to the team they support. Spectators pointed out that they satisfied with the overall spectating atmosphere most and willing to recommend SBL to others. The results also indicate that the loyal fans were willing to spectator basketball games other then the SBL, therefore the extension behaviors are determined on this study. Finally, the path analysis shows that involvement, team identification, satisfaction, loyalty and extension behaviors are positive correlated except the path from team identification to satisfaction. The indirect effect coefficient indicates that involvement and team identification indirectly impact extension behaviors via loyalty.