Publication:

觀賞動機對情感依附及忠誠度之影響研究-以台中地區職棒球迷參與行為為例

本研究旨在探討台中地區職棒球迷參與中華職棒大聯盟賽事的觀賞動機、情感依附與忠誠度之特徵、差異及相關情形。研究結果將提供職棒經營者，進行研究參考及行銷策略參考。本研究以問卷方式調查，以台中地區現場觀看中華職棒大聯盟的職棒球迷為研究對象，樣本抽取方法使用便利抽樣法，共發放525份問卷，回收有效問券為512份，有效問卷比率達98.46%。問卷回收所得資料，依研究目的及研究假設所需，以SPSS 統計套裝軟體進行描述性統計、項目分析、因素分析、信度分析、單因子多變量變異數分析、單因子單變量變異數分析、雪費事後比較法、路徑分析及典型相關進行資料分析，結果發現：一、不同背景變項的職棒球迷在觀賞動機、情感依附及忠誠度有顯著差異存在。二、觀賞動機、情感依附與忠誠度間有典型相關存在。三、比賽內容是球迷入場觀看賽事的最重要因素。

The purposes of this study were to examine the professional baseball fans among characteristics, differences, and relationships of spectator's motivation, emotional attachment and loyalty in Taichung arena. The results can serve as baseball team owner in planning and marketing for the baseball fans, and as a referable data for other related research. Through random convenient sampling, 525 subjects were selected to fill out the questionnaire designed for studying this topic. Out of the 525 questionnaires distributed, 512 valid copies were collected, reaching to the rate of 98.46%. After processing the data with descriptive statistics, item analysis, reliability test, one-way MANOVA, scheffe test, path analysis, and canonical correlation, and got the following generalization:

1.Participants with different background showed significant differences in their spectator's motivation, emotional attachment and loyalty.

2.It exists correlations between spectator's motivation and emotional attachment.

3.The most important factor of fan enters baseball staduim to watch a game is a excite match.