Publication:

職業棒球場用後評估研究-以觀眾使用部分為例

隨著職棒產業發展，棒球場地與職棒賽事之經營成為職棒產業核心，職棒聯盟對球迷之需求滿足以及滿意度日益重視，職業運動需要觀賞者的不斷支持才能永續經營獲利，球迷也是整個職業運動的最大資產，所以職棒產業經營者應從觀眾的層面考量其需求，除了基本球賽與球員的表現水準提升外，探討球迷對球場設施環境的滿意度，也是作為職棒運動未來發展的重要指標之一。

本研究以用後評估（Post-Occupancy Evaluation ,POE）之角度與方法探討使用者與棒球場設施環境的關係，係以場地使用者之滿意度來瞭解其對設施之態度，進而擬定其用後評估要項。本研究利用問卷調查，輔以觀察、測量、訪談等方式，以獲得更完整具體的評估分析資料；研究對象包含新莊、天母、新竹、台中、台南、澄清湖等六座棒球場。經過分析與討論後獲得結論：1.觀眾對台灣職棒球場設施環境之滿意度，介於「普通」與「滿意」之間，但未達滿意之程度。2.觀眾較滿意部分為光線照明與比賽氣氛，較不滿意的部份為看台座位是否設置與舒適性、洗手間衛生清潔程度。3.公辦民營之棒球場使用滿意度高於公營之球場。4.球場用後評估要項應包含看台、交通、清潔衛生、附屬服務設施等部份。5.棒球場之整體滿意度雖不高，但觀眾之再購意願與推荐意願均超過九成，突顯出職棒市場之獨占特性。本研究並建議球場所有者與職棒球團可依評估要項提出改善措施與準則，實施定期定時的硬體功能評估與軟體服務評鑑，促使提昇整體職棒球場品質，滿足觀眾之需求。

In the developing professional baseball industry, professional team had paid much attention to fans satisfaction. The professional sport needed spectators’ support to run the business and to earn profit. Fans were like the most valuable asset to all the professional sport, so the managers in professional baseball industry should consider fans’ needs. In addition to improving or enhancing the levels of player and game performance, a study of facilities satisfaction could be an important indication of professional baseball games.

Therefore, Post-Occupancy Evaluation（POE）was adopted to analyze the relationship of the public usage and baseball facilities in this study. The purposes were to understand the developing condition and user’s satisfaction of professional baseball facilities, to review the data and make a conclusion in accordance with POE main points, and to provide suggestions for renewing and building a baseball field. The research method was combined questionnaire, observation, survey and interview that obtained more complete and specific data. Research objects of this study included Sinjhuang, Tianmu, Hsinchu, Taichung, Tainan, Kaohsiung professional baseball fields. The POE main points were grandstand, traffic, and clean of environment. Grandstand contained view of game, rainproof canopy, seat, and drainage systemic. Traffic included parking and street. Clean of environment contained grandstand sanitation, lavatory sanitation, and general sanitation. Furthermore affiliated facilities and meal provided were to merge into POE main points.