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| 題 名 | 大學生參與觀賞2025年文化大學新南向盃籃球邀請賽運動觀賞動機與滿意度之研究=University Students' Spectating Motives and Satisfaction of the 2025 PCCU Cup New Southbound International Men's Basketball Invitational |
|---|---|
| 作 者 | 游文杉; | 書刊名 | 休閒運動健康評論 |
| 卷 期 | 15:1 2026.03[民115.03] |
| 頁 次 | 頁88-100 |
| 分類號 | 528.9014 |
| 關鍵詞 | 結構方程模式; 偏最小平方法; 賽會吸引力; Structural equation modeling; Partial least squares; Event attractiveness; |
| 語 文 | 中文(Chinese) |
| DOI | 10.29503/RLSH.202603_15(1).0007 |
| 中文摘要 | 本研究旨在探討大學生參與觀賞2025年文化大學新南向盃籃球邀請賽的觀賞動機與滿意度,以了解影響觀賞體育賽事的關鍵因素並提出策略建議。研究採用量化方法,針對參與觀賞賽事的大學生進行問卷調查,研究工具包含觀賞動機構面(賽事吸引力、球隊偏好、運動偏好、逃離、人際互動、球員偏好)及滿意度構面(硬體環境、比賽內容、行銷宣傳、軟體氣氛),並使用描述性統計、結構方程模式等方法進行資料處理。研究結果顯示,收斂效度、區別效度、配適度良好,大學生觀賞籃球賽事動機顯著影響滿意度。建議採取綜合策略提升參與度,包括強化國際特色賽事包裝、運用社群媒體行銷策略、優化場館與服務品質、升級現場體驗增加互動元素、建立長期效益機制將賽事打造為年度重點活動。透過這些策略實施,可有效達成校園籃球文化推廣、國際交流深化及學校品牌價值提升的多重目標,為未來類似國際體育賽事舉辦提供參考依據。 |
| 英文摘要 | This study aimed to explore the spectating motives and satisfaction levels of university students who attended the 2025 PCCU Cup New Southbound International Men's Basketball Invitational, in order to understand the key factors that influenced spectating sporting events and to propose strategic recommendations. The study employed a quantitative method, using a questionnaire distributed to university students who spectated the event. The research instrument included dimensions of spectating motives (event attractiveness, team preference, sport preference, escape, interpersonal interaction, player preference) and dimensions of satisfaction (hardware environment, match content, marketing and promotion, software atmosphere). Data were analyzed using descriptive statistics and structural equation modeling, among other methods. The findings indicated that convergent validity, discriminant validity, and model fit were all satisfactory; moreover, university students' spectating motives had a significant effect on satisfaction. Recommendations included adopting comprehensive strategies to increase participation, such as enhancing the international characteristics of event packaging, applying social media marketing strategies, optimizing venue and service quality, upgrading the live experience with more interactive elements, and establishing long-term benefits mechanisms to develop the event into a major annual highlight. Through the implementation of these strategies, multiple goals could be effectively achieved: promoting campus basketball culture, deepening international exchange, and enhancing the university's brand value. These findings provided reference for future similar international sports events. |
本系統中英文摘要資訊取自各篇刊載內容。