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題 名 | 中華職棒大聯盟球迷生活型態對觀賞行為之研究--以北部地區為例=A Study of the Chinese Professional Baseball League Fans' Lifestyle to Viewing Behavior--An Example of the Northern Taiwan Area |
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作 者 | 郭正德; 陳韋達; 林欣怡; | 書刊名 | 運動知識學報 |
卷 期 | 1 民93.06 |
頁 次 | 頁47-67 |
分類號 | 528.955 |
關鍵詞 | 中華職棒大聯盟; 球迷; 生活型態; 觀賞行為; Chinese professional baseball league; Fans; Lifestyle; Viewing behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 臺灣的職業棒球在經過了賭博事件影響後,促使得職業棒球在國內低迷了一段時日,但卻在臺灣舉辦的2001年第三十四屆世界盃棒球賽時有了新的轉變,而在兩聯盟的合併之下,彷彿讓觀賞職業棒球比賽又成了一股新的勢潮,倘若要使職業棒球事業永續經營發展,則必須要了解球迷,因此本研究將生活型態作為主軸且針對性別、年齡、職業、學歷與每月平均收入等不同變項,並試圖找出不同生活型態其球迷觀賞行為究竟會有何差異,並以北部地區球場之475位球迷,進行便利抽樣調查。希望藉此可更了解國內球迷的需求也對職棒發展有所助益。 一、基本資料在整體回收有效問卷之中,顯示參與職棒賽會以男性比女性參與賽會程度較高,年齡以「21~30歲」佔人數最多;職業以「學生」最多;婚姻狀況則以「未婚」最多;教育程度以「大學」最多;每月平均月收入以「10,000(含)以下」最高。 二、在生活型態方面萃取一個因素,命名為「生活導向」,觀賞行為包含參與動機與阻礙觀賞兩部分,參與動機分為三個因素,命名為「觀賞效益」、「整體認同」、「觀賞喜好」;阻礙觀賞分為三個因素,命名為「內在考量」、「外在考量」、「環境考量」。 三、以皮爾森相關係數表示相關程度,「生活型態」、「觀賞行為」因素都呈顯著正相關。其中以「觀賞效益」對「觀賞喜好」相關程度最高;其次為「觀賞效益」對「整體認同」;再來為「整體認同」對「觀賞喜好」。 以「生活型態」對「觀賞行為」作相關分析結果得知:在參與動機方面是以「生活導向」與「觀賞效益」相關程度最高;在阻礙觀賞因素方面以「生活導向」與「外在考量」相關程度最高。 以獨立樣本t檢定分析性別在生活型態、參與動機、阻礙觀賞因素之差異性。男性在「整體認同」、「外在考量」相關程度最高。 四、以獨立樣本t檢定分析性別在生活型態、參與動機、阻礙觀賞因素之差異性。男性在「整體認同」、「外在考量」構面中比女性重視與認同;婚姻現況方面在「觀賞效益」、「整體認同」、「內在考量」「環境考量」四個因素構面中男性重視程度要比女性來的高。 五、單因子變異釋分析不同年齡在「觀賞效益」、「整體認同」、「內在考量」、「環境考量」;不同職業在「生活導向」、「觀賞效益」、「整體認同」、「內在考量」、「觀賞喜好」、「環境考量」;不同收入方面在「生活導向」、「觀賞效益」、「整體認同」、「觀賞喜好」、「內在考量」、「外在考量」、「環境考量」均有顯著性的差異。 |
英文摘要 | The development of professional baseball in Taiwan has faced its major crisis in the wake of the infamous gambling scandal, Finally, with hosting thirty-fourth baseball world cup in 2001, and the union of two existing professional baseball leagues, there has been a huge flow of audience back into the field, inspiring the players and market that were once dead. In order to preserve a permanent marketing environment for our national sport, the executives must enhance the comprehension of the consuming behaviors of the target group, namely, fans. This thesis aims to provide a through analysis of the different viewing behaviors of fans belonging to several demographic statistical method of convenience sampling of 485 fans in the ballparks . located in NorthernTaiwan. I hope this study contributes as much to understanding the needs of the supporters as to the development of Chinese Professional Baseball League. The results indicate: 1. Among valid questionnaires,maleshave a higher participation ration to females ; major component of the participants are aged between 21 and 30 ; most participants were students ; college graduated dominate audience population ; and ,in terms of average monthly income,those who earn below 1,000 have composed the greatest audience body; most participants were single. 2. There was one factors selected from the types of Chinese major league baseball fans’ lifestyle ‘ “life direction” ; the viewing behavior includes both fans participation motive and hinder from viewing behavior r ; There were there factors selected from the types of Chinese major league baseball fans participation motive : “audience benefit”, “whole aspects in the affirmative”,“audience like” ; There were there factors selected from the types of Chinese major league baseball hinder from viewing behavior : “inside estimates”, “outside estimates”, “environment estimates”. 3. Under t-test analysis,in category of the life direction and participation motive and hinder from audience behavior,there show the male have a higher participation ratio to females. 4. All variances operated by ONEWAY ANOVA in the types of the participation motive and hinder from viewing behavior that age in “audience benefit”,“whole aspects in the affirmative”,”inside estimates and environment estimates”.; The occupation in “life direction”,”audience benefit”,”whole aspects in the affirmative”,”audience like”,”environment estimates”; The education background in “audience benefit”, “whole aspects in the affirmative”,”audience like”,”inside estimates”, “environment estimates” ; The monthly average income in “life direction”, “audience benefit”,”whole aspects in the affirmative”, “audience like”,”inside estimates”,”outside estimates”,”environment estimates” Live place in “life direction” ,”inside estimates”, “outside estimates”. there were significant difference. 5. Pearson Correlation Coefficients: “lifestyle”, “viewing behavior” there were significant relationship. |
本系統中英文摘要資訊取自各篇刊載內容。