黃錦煌Huang Chin-Huang2017-02-272025-07-302017-02-272017-02-27https://ir.ntus.edu.tw/handle/987654321/71092學位類別：碩士校院名稱：國立台灣體育大學系所名稱：運動管理學系碩士班學號：19805012畢業學年度：99年論文頁數：130頁　　棒球臺灣民眾最喜歡而且是國內發展最早的職業運動，所以觀賞棒球比賽成為民眾休閒活動之一。觀眾觀賞棒球活動的動機、球場的環境都會影響觀眾的滿意度遊憩效益。本研究目的在探討2010洲際盃棒球賽觀眾觀賞動機、運動實體環境品質感知、滿意度及遊憩效益，共發出450份問卷，有效問卷為424份，有效率為94％，並且以因素分析、集群分析、單因子變異數分析及卡方檢定等統計方法與旅遊成本法進行實證研究。觀賞動機題項經過因素分析萃取因素構面為社交、成就與逃避、家庭、運動欣賞、緊張刺激、國家榮耀及娛樂等7項。運動實體環境品質感知方面則為球場整潔與座位舒適度、空間指標設計、交通便利性、建築美觀、計分板等5項因素構面。經由旅遊成本法實證發現，家庭、國家榮耀動機，球場整潔與座位舒適度、建築美觀等環境因素，以及滿意度均會影響遊客觀賞的遊憩效益之估計，而觀眾的總效益為772,200,964元，因此重視觀眾的動機因素，改善運動實體環境品質，是主辦單位欲提高收益不容忽視的要素。　　Baseball is the sport that people like most in Taiwan and it is the very first one having developed to professional level. Therefore, appreciating baseball games has become a choice for people to participate in recreational activities. Both the motive of audience going to the games and the quality of fields affect the satisfaction and recreational benefit of audience. The purpose of this study aimed at researching the motivation, perception of physical environment quality, satisfaction of audience and recreation benefits in 2010 IBAF Intercontinental Cup. 450 audiences who attended the IBAF Intercontinental Cup were asked to complete a questionnaire and 424 complete replies were obtained, yielding a response rate of 94%. The statistic way of factor analysis, cluster analysis, one-way ANOVA and Chi-squared test were used to do empirical research. Through the factor analysis, it extracts audiences’ motivation, including social, achievement and escape, family, sport appreciation, nervous and stimulation, national pride, and entertainment, from the motive-of-audience items of the questionnaire. The quality of physical environment includes environmental tidiness and seat comfortable, space sign design, architectural aesthetic, traffic convenience, layout accessibility and the functions of scoreboards. Travel cost method is adopted to estimate the recreational benefits of spectators. The results shown that the motivation factors: family and national pride, the environmental factors: environmental tidiness and seat comfortable and architectural aesthetic, and satisfactions would be effective the recreational benefits. The total recreation benefits are NT 772,200,964. Thus, focusing on audience motivation and perception of physical environment quality is what the game organizers should pay attention to, which is significant to increase the benefit.目　次 第壹章　緒論……………………………………………………………1 　第一節　研究動機與背景……………………………………………1 　第二節　研究目的……………………………………………………4 　第三節　研究問題……………………………………………………5 　第四節　研究範圍與流程……………………………………………6 　第五節　名詞解釋……………………………………………………9 第貳章　文獻探討………………………………………………………11 　第一節　觀賞動機……………………………………………………11 　第二節　實體環境感知………………………………………………17 　第三節　滿意度………………………………………………………24 　第四節　遊憩效益評估………………………………………………26 　第五節　觀賞動機、運動實體環境品質與滿意度之相關研究……29 第參章　研究設計與方法………………………………………………31 　第一節　研究架構……………………………………………………31 　第二節　研究假設……………………………………………………32 　第三節　問卷設計與抽樣……………………………………………33 　第四節　研究工具……………………………………………………34 　第五節　研究方法……………………………………………………47 第肆章　結果與討論……………………………………………………59 　第一節　觀眾人口特性分析…………………………………………59 　第二節　觀眾之觀賞動機分析………………………………………64 　第三節　觀眾之運動實體環境感知分析……………………………77 　第四節　滿意度分析…………………………………………………87 　第五節　遊憩效益結果分析…………………………………………91 第伍章　結論與建議……………………………………………………97 　第一節　結論…………………………………………………………97 　第二節　建議…………………………………………………………102 參考文獻…………………………………………………………………104 　一、中文部分…………………………………………………………104 　二、英文部分…………………………………………………………106 　附錄……………………………………………………………………114579069 bytesapplication/pdf洲際盃棒球賽;觀賞動機;運動實體環境;滿意度;遊憩效益;旅遊成本法Baseball Intercontinental Cup;Audience Motivation;Sportscape Quality;Satisfaction;Recreation Benefits;Travel Cost Methodthesis