Publication:

中華職棒消費行為與需求彈性之研究

本研究旨在探討消費者現場觀賞中華職棒之考量因素與價格彈性，以2009年台北、台中、臺南與高雄四地之中華職棒現場觀眾為研究對象，研究結果將可提供給職棒相關經營者做為經營管理、行銷策略與價格制定之參考。本研究採問卷調查法，問卷內容主要調查有：人口特徵、消費者實際消費行為、消費特徵、消費者認為最高願付價格。調查期間共發出問卷600份，有效問卷為454份，有效問卷率為75.7％。回收之有效樣本依研究目的，以描述統計、獨立樣本T檢定（t-test）、單因子多變量變異數分析，來探討人口特徵和消費型態間的差異情形，並以α＝.05 為顯著水準；另外再以線性迴歸與經濟學之價格彈性公式為分析工具，計算出需求函數與價格彈性，結果發現：

一、前往球場觀賞職棒的觀眾性別分佈男生多於女生，分別佔59 %及41 %，年齡則以15-24 歲與25 – 44歲為主。學歷方面，以大學（專）學歷為最多，佔73.1 %。職業方面以學生為最多。在個人月收入方面則以15,000 元以下為多數，為66 %。家庭月收入以45,001-60,000元為最多。平均觀賞職棒的年資為5.69年。二、消費者消費情形分別為：門票花費為最高平均為214.45元，其次為飲食花費的118.92元；而來回交通花費平均為85.37元。購買周邊商品之平均花費90.80元，顯示前往觀賞球賽的消費者對於周邊商品的購買並不踴躍。實際花費的總成本平均為509.54元。

三、以最多願意消費的金額當成依變項，自變項包括有：常數、去年入場次數、實際花費的金額、性別、學歷、職業、交通時間、職棒球迷、家庭收入、個人收入、婚姻、年齡、觀賽年資。透過條件評估法求得迴歸模型，發現實際消費成本、觀賽年資及去年入場次數三變數與願付價格呈顯著正向關係，以條件評估法迴歸模型推估出之平均願付價格為735.129元。中華職棒現場消費者之需求函數推估為： 。

The focus in the study was on the exploration of factors for consumers spectated Chinese Professional Baseball League（CPBL）and their price elasticity. The subject of study was the spectators of Chinese Professional Baseball League in 2009. The results can provide the operators references for planning of marketing strategies , Customer Relationship Management and ticket price setting. The method of research used was questionnaire research with the main content including population characteristics, the factors for consumer spending money to spectate the game and their willing to pay in consumers’ mind. The number of the questionnaires was totaled 600, and among them 75.7 % were valid ones. Based on the purpose of study, all the data of the valid samples were arranged by statistics and computed formulas, including descriptive statistics, t-test, reliability analysis, one-way MANOVA, and regression analysis.

The following can be found form the results:First, most of the spectators of CPBL were aged between 15-24 and 25-44, which 59% were male and 41% were female. The majority of them have a monthly income  below NT$ 15,000. The most common were profession college students. Second, consumers spent most money in entrance tickets（NT$214.45）, followed by NT $118.92 in food, NT $85.37 in transports, and NT$90.80  in concessions. The average commute time was 39.26 minutes. Third,  the study uses the maximum amount the spectators willing to pay（WTP） as the dependent variance, and uses the actual cost, transportation time, attendants of last year, company quantity, and consumer demographic as the independent variances. This study has found through the CVM regression model. The positive relationship revealed between the actual costs, the amount of years the spectators has watched the game, and the attendance from the previous year. The estimated consumers’ WTP is NT$ 735.129, while the demand function is Q=127.127-.093P, and the CPBL price elasticity is -.093.