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| 題 名 | 2023年棒球亞錦賽觀賞動機與滿意度之研究=Study on Spectator Motivation and Satisfaction at the 2023 Baseball Asia Championship |
|---|---|
| 作 者 | 陳先宏; 郭李建夫; | 書刊名 | 休閒運動健康評論 |
| 卷 期 | 13:1 2024.03[民113.03] |
| 頁 次 | 頁61-71 |
| 分類號 | 528.955 |
| 關鍵詞 | 亞錦賽; 動機; 滿意度; Asia Championship; Motivation; Satisfaction; |
| 語 文 | 中文(Chinese) |
| DOI | 10.29503/RLSH.202403_13(1).0005 |
| 中文摘要 | 本研究目的探討2023年棒球亞錦賽觀賞動機與滿意度模式,並應用Smart PLS 4.0統計軟體進行一系列的分析,於2023年12月3日台北大巨蛋中華台北VS韓國施測100份;2023年12月5日洲際棒球場中華台北VS巴勒斯坦施測100份;2023年12月6日洲際棒球場中華台北VS中國香港施測100份;扣除填答不完整問卷12份,共計回收有效問卷288份,有效問卷回收率96.0%。研究結果顯示2023年棒球亞錦賽觀賞動機對滿意度具有良好收斂效度、區別效度與模型適配度。2023年棒球亞錦賽觀賞動機對滿意度達顯著影響。建議:以故事行銷球員,增加女性年輕群體,數位媒體使用,推銷周邊產品及增加捷運站及球場的接駁車班次。 |
| 英文摘要 | The purpose of this study was to explore the model of spectator motivation and satisfaction at the 2023 Baseball Asia Championship, utilizing Smart PLS 4.0 statistical software for a series of analyses. The data sources are as follows: 100 surveys were conducted on December 03, 2023, at Taipei Dome for the match between Chinese Taipei and Korea; on December 05, 2023, at the Intercontinental Baseball Stadium for the match between Chinese Taipei and Palestine; on December 06, 2023, at the Intercontinental Baseball Stadium for the match between Chinese Taipei and Hong Kong, China; After excluding 12 incomplete questionnaires, a total of 288 valid responses were collected, resulting in an effective response rate of 96.0%. The research results indicate that spectator motivation at the 2023 Baseball Asia Championship demonstrates good convergence validity, discriminant validity, and model fit concerning satisfaction. The spectator motivation at the 2023 Baseball Asia Championship significantly influences satisfaction. Recommendation: Utilize story-driven marketing for players to attract a younger female audience, leverage digital media, promote peripheral products, and increase shuttle bus frequencies between metro stations and baseball stadiums. |
本系統中英文摘要資訊取自各篇刊載內容。