Publication:

觀眾觀賞動機、滿意度對忠誠度影響之研究-以2008年世界女子排球大獎賽台北站為例

本研究主要探討觀眾觀賞動機是否對滿意度與忠誠度有影響，並探討其之間的相關性。本研究以問卷調查方式，以2008世界女子排球大獎賽觀眾為研究對象，採便利抽樣方式進行，共發出600份問卷，回收有效問卷542份，回收率達90.3%，資料分析採用描述性統計、項目分析、因素分析、信度分析、單因子變異數分析、單因子多變量變異數分析、路徑分析、皮爾森積差相關、典型相關進行資料處理。

結果發現：

一、不同人口背景變項的受試者在觀賞動機、滿意度及忠誠度有顯著差異存在。

二、觀賞動機、滿意度有典型相關存在。

三、滿意度、忠誠度有正相關存在。

四、觀賞動機、忠誠度有正相關存在。

最後本研究針對所得結果作出結論，並提出後續研究之建議。

The purpose of this study was to investigate the relationships among the spectator’s motivation, satisfaction and loyalty by 2008 World Grand Prix fans .The data analyzed in this research were acquired by questionnaires. This study selected the 2008 World Grand Prix’s fans as the subjects by convenience sampling. Out of the 600 questionnaires distributed, 542 valid copies were collected, reaching to the rate of 90.3%. The hypothesis was evaluated by analyzing the results with descriptive statistics, item analysis, explanatory factor analysis, reliability analysis, one-way ANOVA, MANOVA, path analysis, Pearson product-moment correlation, and canonical correlation.

The summary of results as the following :

1.Participants with different background showed significant differences in spectator’s motivation, satisfaction and loyalty.

2.There was a positive correlation between satisfaction and loyalty.

3.There were significant canonical correlation between spectator’s motivation and satisfaction.

4.There was a positive correlation between spectator’s motivation and loyalty.