Publication:

2010 安麗盃世界女子花式撞球公開賽現場觀眾涉入程度、參與滿意度與球迷忠誠度之研究

本研究目的在探討2010安麗盃世界女子花式撞球公開賽現場觀眾人口特性、涉入程度、參與滿意度與忠誠度之關係。本研究採用問卷調查法，針對進入安麗盃撞球賽比賽場館京華城地下一樓地心引力廣場之現場觀眾，以「2010安麗盃世界女子花式撞球公開賽現場觀眾涉入程度、參與滿意度與忠誠度之調查問卷」研究工具進行資料的收集，共計有318份有效問卷。資料處理工具為SPSS for Windows 12.0統計軟體，以描述性統計、單因子多變量分析(one-way MANOVA)、薛費爾事後比較及皮爾森積差相關等統計方法進行問卷之分析，結果發現：

一、2010安麗盃世界女子花式撞球公開賽現場觀眾以男性居多，佔76%；年齡分布在21-25歲之間，佔27.9%；職業分布較為廣泛，主要為學生、服務業、工商業及自由業為多數，佔85.9%；教育程度以大學專科生居多，佔67%；每月平均收入以10,001-30,000較多，佔32.1%。

二、2010安麗盃世界女子花式撞球公開賽現場觀眾之年齡、職業、教育程度及月收入在涉入程度各構面上均達到顯著差異。

三、2010安麗盃世界女子花式撞球公開賽現場觀眾之年齡、職業、教育程度及月收入在參與滿意度各構面上達到顯著差異。

四、2010安麗盃世界女子花式撞球公開賽現場觀眾之年齡、職業、教育程度及月收入在忠誠度各構面上均達到顯著差異。

五、2010安麗盃世界女子花式撞球公開賽現場觀眾涉入程度與參與滿意度呈現顯著正相關。

六、2010安麗盃世界女子花式撞球公開賽現場觀眾涉入程度與忠誠度呈現顯著正相關。

七、2010安麗盃世界女子花式撞球公開賽現場觀眾參與滿意度與忠誠度呈現顯著正相關。

The purpose of this study was to explore the relations among population characteristic, spectator involvement, participation satisfaction and loyalty on the the billiards match in the 2010 Amway WPA Women World 9-Ball Championship. This research adopted the questionnaire survey procedure, aiming at the audience on the scene of the billiards match to collect the related information, with totally 318 effective questionnaires gathered. The data processing tool was the SPSS Along with the descriptive statistics, factor analysis (one-way MANOVA), Scheffe’s method and Pearson’s product-moment correlation, and finally discovers that:

1. The majority of spectator on the scene was male, account for 76%;The age just distributes around 21-25 years old, accounts for 27.9%;The occupation distribution was a little more widespread, mainly actas the student, service industry, businessman and freelancer etc, totally amounts to 85.9%; For the education level, college students constitute the majority, which account for 67%; And for average monthly payroll, the range between 10,001-30,000 is more common, which accounts for 32.1%.

2. As for the spectators’ Involvement, the respective researching factors on the age, occupation, the education level and monthly payroll of the audience all achieve the significance statistically.

3. As for the participation Satifaction, the respective researching factors on the age, occupation, the education level and monthly payroll of the spectator all achieve the significance statistically.

4. As for the fans loyalty, the respective researching factors on the age, occupation, the education level and monthly payroll of the spectator all achieve the significance statistically.

5. The spectators’ Involvement and participation Satifaction are positively-related significantly.

6. The spectators’ Involvement and fans loyalty are positively-related significantly.

7. The fans loyalty and participation Satifaction are positively-related significantly.