Publication:

服務品質、賽會品質及行為意向之相關研究-以中華職棒2013例行賽為例

本研究針對台南市立棒球場之觀眾在中華職棒2013年例行賽中對於服務品質、賽會品質與行為意向的相關研究，並分析不同背景變項之觀眾的差異情形。研究工具有服務品質、賽會品質與行為意向量表。研究對象以中華職棒2013年例行賽編號第186場(2013.8.24)之台南市立棒球場觀眾為對象。總計發送410份，回收問卷406份，有效問卷404份，有效率達99.5 %。依據實際調查回收資料，進行描述性統計、重複量數單因子變異數分析、單因子多變量變異數分析、LSD 與雪費（Scheffe）事後比較、徑路分析等統計方法進行資料分析。研究結果發現：不同人口背景變項的觀眾在服務品質、賽會品質及行為意向之驗證結果部分達顯著差異；服務品質對賽會品質、服務品質對行為意向、賽會品質對行為意向具有正向影響；而服務品質也會透過賽會品質間接影響行為意向。本研究期望能提供認養台南市立棒球場為主場的統一獅棒球隊經營管理團隊未來的經營與調整的策略，進而提供更優質的服務品質、賽會品質以提高球迷再度進場的正向行為意向，並提供政府單位未來規畫職業棒球運動政策時的參考。

The purpose of the study was to explore the causal relations among service quality, game quality and behavioral intention of 2013 professional baseball game taking place in Tainan city arena as well as to study the difference among variables on spectators demographics. A questionnaire included service quality, game quality, and behavioral intention scale was managed to collect data from spectators attending to the No. 186th professonal baseball game of 2013 regular season taking place in Tainan city arena. 410 questionnaires were distributed and 406 were returned while 404 were valid response coresponding with a 99.5% of return rate. To analyze data, the descriptive statistics, repeated measures ANOVA analysis, One Factor Multivariate Analysis of Variance, LSD and Scheffe (Scheffe) post hoc comparisons, Path Analysis were applied. The results showed that there are significant difference on service quality, game quality, and behavioral intention upon spectator demographic variables. Service quality has significant positive impact on game quality and behavioral intention. Game quality has significant postive impact on behavioral intention while service quality was indirectly corelated with behavioral intention through game quality. Hopefully, the study could provide any management referecne and strategy for franchise which organizes Tainan city arena to produce games with better service quality and game quality thus insures spectators’ repurchase intention. Furthermore, the government would also benefit from this study while making professional baseball related policy.