中華職籃觀眾參與之預測模式研究

施致平

doi:10.6222/pej.0030.200103.3513

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P131 - 142

社会科学 > 体育学

DOI： 10.6222/pej

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中华职篮观众参与之预测模式研究

The Study of Prediction Model of Chinese Basketball Association Spectators Participation

施致平(Chih-pin Shih)

体育学报； 30 期 (2001 / 03 / 01) ， P131 - 142

繁体中文 DOI： 10.6222/pej.0030.200103.3513

中华职篮CBA ；现场观众；预测模式；满意度；参与； Chinese Basketball Association (CBA ； Spectator ； Predication Model ； Gratification ； Participation

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摘要 │ 参考文献 (20) │ 被引用文献 (20) │ 国际计量

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With unremitting endeavor and meanwhile with passionate expectation, the Chinese Basketball Association (CBA) launched out into operation on November 12, 1994. It not only brought a gala to the domestic basketball circle but opened a new era to the circle. On March 14, 1999, however, the CBA had no other option but to suspend its 5th season due to the financial difficulties of the parent enterprises as well as the dispute of televised right fees and wait for the reopening ceremony. As a result, the spectators of the CBA millennium commemoration games were collected as the subjects for this study. The purpose aimed at understanding the background and characteristics of the CBA spectators, their gratification, the factors that influenced them to watch CBA games, and their confidence in CBA’s future development. Finally a prediction model was proposed to anticipate the CBA participation.
The questionnaire of CBA spectators, initially edited from literature review and professional discussion, was revised by the researcher as the instrumentation of this study. With a stratified sampling technique, a total of 500 subjects was selected for this study with 493 valid ones achieving 98.6% rate. In addition, descriptive statistics and correlation analysis were used to determine spectators’ involvement in the games. Lastly, the logistic regression was utilized, to sift the influential factors and to develop the prediction model of CBA participation.
The results indicated that females who were students and under the age of 20 were the CBA target audiences. Based upon the odds ratio of logistic regression, this study found that team identification, game entertainment, and spectators’ preference were positive predictive factors related to spectators’ involvement in the CBA. Secondly, this study found that stadium accessibility, attractiveness of the games, stimulation of the games, and propaganda of the games were positive predictive factors in fulfilling spectators’ gratification after their attendance at the games. Finally, team identification and entire gratification were the positive predictive factors with regard to spectator’s confidence in CBA’s future development.
Based on the research results, the CBA should target its audiences on females who are students and under the age of 20, strengthen the spectators’ sense of team identification, and satisfy their gratification and expectation for the CBA. In so doing, the CBA will be a perpetual enterprise without doubt.

参考文献 ( 20 ) 〈TOP〉

Bartle, P.,Malkin, M. L.(2000).The motivation to move.Parks and Recreation,95(1)
Gill, D. L.,Willians, L.(1996).Competitive orientations and motives of adult sport and exercise participants.Journal of Sport Behavior,19(4)
Hoyle, R. H.,Leff S. S.(1997).The role of parent involvement in youth sport participation and performance.Adolescence,32(125)
McKee, A. P.,Mahoney, C. A.,Kremer, J.(1994).The development of a sport participation motivation questionnaire for use with an adult population in Northern Ireland.Journal of Sports Science,12
Pelletier, L. G.,Fortier, M. S.,Vallerand, R. J.,Tuson, K. M.,Briere, N. M.,Blais, M. R.(1995).Toward a new measure of intrinsic motivation, extrinsic motivation, and motivation in sports: The Sport Motivation Scale (SMS).Journal of Sport & Exercise Psychology,17

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