Publication:

大學生觀賞NBA比賽之觀賞動機對球隊認同及購買意願影響之研究－以台中地區為例

本研究旨在探討台中地區大學生觀賞National Basketball Association(NBA)比賽之觀賞動機對球隊認同及購買意願影響之研究。研究工具以「觀賞NBA動機」、「選擇支持NBA球隊因素」、「涉入」、「球隊認同」及「購買意願」量表進行資料蒐集，一共發出440份問卷，有效問卷為398份，回收率為90%。經統計分析後發現：一、人口統計變項方面，受試對象男性多於女性（佔81.4%）、可支配零用金額大多為5001-7500元（佔30.7%）、一週觀賞NBA比賽的次數以3場以下為最多且球迷大多支持的球隊為洛杉磯湖人隊（佔23.6%）。本研究對台中地區大學生觀賞NBA比賽之觀賞動機、選擇支持NBA球隊因素、涉入、球隊認同及購買運動授權商品之意願關係進行驗證，採用AMOS 7.0統計軟體進行結構方程模式分析，結果發現，涉入程度及觀賞動機不會直接影響購買運動授權商品之意願，反而是透過球隊認同間接影響購買意願，此外，選擇支持球隊因素在本研究中，對於球隊認同無顯著之影響。

The purpose of this study was to explore spectator motivation, team identification, and purchase intention of college students who watch National Basketball Association games. Questionnaire consisted of “Scale of NBA spectator motivation,” “Scale of consideration for team support,” “Scale of team identification,” “Scale of purchase intention” were administrated to collect data from college students enrolling in universities located in Taichung city of Taiwan. 440 questionnaires were distributed while 398 were valid responses corresponding with a 90% return rate. After the analysis, the results of study indicate that most of the respondents were male senior students (81.4%), who own 5001-7500 monthly allowance (30.7%), watch less than 3 games weekly, and support Los Angles Lakers. Finally, this study applied AMOS 7.0 to test the relationships among spectator motivation, involvement, team identification, consideration for team support and purchase intention. The results show that involvement and spectator motivation indirectly influence purchase intention via team identification. In addition, consideration for team support has no significant correlation with identification.