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題 名 | 棒球觀賞者觀賞動機、觀賞體驗、知覺價值與行為意圖關係之研究=A Study of Watching Motivation, Watching Experience, Perceptual Value, and Behavioral Intention in Baseball Game Spectators |
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作 者 | 陳仁精; 郭志偉; 鍾志強; | 書刊名 | 科技學刊. 人文社會類 |
卷 期 | 21:3 2012.12[民101.12] |
頁 次 | 頁229-238 |
分類號 | 528.9014 |
關鍵詞 | 職業棒球; 觀賞者; 結構方程模式; Professional baseball; Spectator; SEM; Structural equation models; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究目的旨在了解棒球觀賞者觀賞動機、觀賞體驗、知覺價值對行為意圖的影響。研究編制出觀賞動機、觀賞體驗、知覺價值及行為意圖四個量表做為研究工具,以立意抽樣的方式進行問卷調查,總計發出 500份,有效問卷 441份。所得資料以描述性統計、因素分析、差異分析及線性結構方程式等統計方式進行資料處理,研究結果發現:研究結果發現: 1. 觀賞者主要為 21-30歲間的學生居多,同行觀賞皆以家人和朋友為主。 2. 觀賞者觀賞動機會正向影響觀賞體驗。 3. 觀賞者觀賞動機對知覺價值有正向的影響。 4. 觀賞者觀賞體驗對知覺價值有正向影響。 5.知覺價值對行為意圖有正向影響。 6. 職棒現場觀賞者其觀賞動機會透過觀賞體驗與知覺價值,間接影響行為意圖。 |
英文摘要 | The purpose of the study was to investigate the effect of watching motivation, watching experience and perceived value of baseball spectators upon behavior intention. It also developed questionnaires, including watching motivation, watching experience, perceived value and behavioral intentions for baseball spectators. 500 spectators were selected as subjects, retrieve 441 shares. The collected data were analyzed by frequency, factor analysis, reliability test and Structural Equation Modeling. This found that: 1. The people who participated in the live games were mostly students in the age of 21-30, and the companions were mainly their family and friends. 2. There is a positive relationship watching motivation and watching experience. 3. There is a positive relationship watching motivation and perceived value. 4. There is a positive relationship watching experience and perceived value. 5. There is a positive relationship perceived value and behavior intention. 6. The spectators’ watching experiences will indirectly influence the behavioural intention through watching experience and perceptual value. |
本系統中英文摘要資訊取自各篇刊載內容。