台灣職棒民眾意見現況調查研究

The Study of Public Opinion of the Present Situation of Taiwan's Professional Baseball

10.6222/pej.0033.200209.2416

施致平(Chih-pin Shih)

台灣職棒 ； 電話訪問調查 ； Taiwan's professional baseball ； Telephone interviewing

體育學報

33期（2002 / 09 / 01）

165 - 175

繁體中文

The study aimed at understanding public opinions and concerns about this issue. future development the study adopted the telephone survey as the research method. The general public above the age of 15 were randomly selected for the study. A total of 1,124 subjects were chosen. The statistics of description, percentage, and chi-square were used to analyze the public's responses for Taiwan's professional baseball. The results indicated that 28.2% of the subjects took an active part in Taiwan's professional baseball while 31.2% did not know professional baseball has been around in Taiwan for years. 62.39% were satisfied with Taiwan's professional baseball and 58.26% had confidence in its future development. Also the educational background of those who showed an interest in Taiwan's professional baseball was mainly senior high school. In addition, the study found that attractiveness of the game, team identification, and player identification were positive factors in audience involvement in the games (p＜.05). On the contrary, lack of interest, improper televising schedules, and gambling scandals were negative factors that kept the audience from participating in the games. Also the two leagues should merge but the government's interference should be avoided. If the merger problem can not be solved, a feasible solution is to dismiss the teams of the two leagues and then reconstitute them in the orientation of a total of 5-6 teams (p＜.05). Moreover, it was generally agreed that the propaganda of Taiwan's professional baseball was ineffective and needed more promotion (p＜.05). After 12 year's of hard work, Taiwan's professional baseball needs to reinforce their management, particularly to stimulate the public concern about and interest in it. Both the two leagues and the government should exert more efforts to conduct the professional baseball into the right way and to promote this sports activity effectively.

The study aimed at understanding public opinions and concerns about this issue. future development the study adopted the telephone survey as the research method. The general public above the age of 15 were randomly selected for the study. A total of 1,124 subjects were chosen. The statistics of description, percentage, and chi-square were used to analyze the public's responses for Taiwan's professional baseball. The results indicated that 28.2% of the subjects took an active part in Taiwan's professional baseball while 31.2% did not know professional baseball has been around in Taiwan for years. 62.39% were satisfied with Taiwan's professional baseball and 58.26% had confidence in its future development. Also the educational background of those who showed an interest in Taiwan's professional baseball was mainly senior high school. In addition, the study found that attractiveness of the game, team identification, and player identification were positive factors in audience involvement in the games (p＜.05). On the contrary, lack of interest, improper televising schedules, and gambling scandals were negative factors that kept the audience from participating in the games. Also the two leagues should merge but the government's interference should be avoided. If the merger problem can not be solved, a feasible solution is to dismiss the teams of the two leagues and then reconstitute them in the orientation of a total of 5-6 teams (p＜.05). Moreover, it was generally agreed that the propaganda of Taiwan's professional baseball was ineffective and needed more promotion (p＜.05). After 12 year's of hard work, Taiwan's professional baseball needs to reinforce their management, particularly to stimulate the public concern about and interest in it. Both the two leagues and the government should exert more efforts to conduct the professional baseball into the right way and to promote this sports activity effectively.

1. 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
2. Shih, C. P.(1998).Doctoral dissertation, unpublished, University of Northern Colorado, Greely, Colorado.
3. Wann, D. L.(1995).Preliminary validation of the sport fan motivation scale.Journal of Sport & Social Issues,9
4. Zhang, J. J.,Pease, D. G.,Hui, S. C.,Michaud, T. J.(1995).Variables affecting the spectator decision to attend NBA games.Sport Marketing Quarterly,4
5. 方信淵(1998)。國立台灣師範大學體育學系碩士論文。
6. 林千源(1995)。國立台灣師範大學體育學系碩士論文。
7. 施致平(2000)。行政院國家科學委員會專題研究計畫行政院國家科學委員會專題研究計畫,未出版
8. 范智明(1999)。國立台灣師範大學體育學系碩士論文。
9. 黃俊英(2001)。行銷學的世界。

1. 蔡正飛、楊惠娥、陳玉卿(2017)。球場印象管理、外籍巨星偶像崇拜與球迷忠誠關係之研究─以臺灣職棒義大犀牛隊為例。顧客滿意學刊，13(2)，223-255。
2. 曹校章、林彥伶、李嘉宜(2016)。迷妹之謎：死忠女球迷形塑歷程剖析。體育學報，49(1)，69-86。
3. 陳維智、陳依容(2006)。職棒球隊認同度對於電視收視意願之研究。臺灣體育運動管理學報，4，98-111。
4. 許建民(2017)。SBL現場觀賞刺激來源量表發展與驗證。體育學報，50(1)，83-94。
5. 黃國軒、王建興、方怡潔(2016)。球隊主場行銷、屬地聯想、球隊認同與行為意圖之關係研究－以中華職棒大聯盟Lamigo 桃猿隊為例。運動休閒管理學報，13(1)，9-24。
6. 黃蕙娟、李俞麟(2011)。美、日、韓及臺灣職業棒球運動發展之探討。大專體育，116，7-13。
7. 廖主民、黃鈴雯、何鈺雯(2008)。職棒球迷支持因素、戰績歸因對球迷忠誠度之預測。體育學報，41(3)，43-55。
8. 張恩欣、洪順慶、張恩欣、洪順慶(2010)。中華職棒現場觀衆市場區隔之研究。戶外遊憩研究，23(2)，25-51。
9. 張良漢、林樹旺、林士彥(2006)。職業棒球場地服務品質之研究。運動休閒餐旅研究，1(1)，1-24。
10. (2012)。美國職棒觀賞動機與周邊商品購買意願。運動健康與休閒學刊，20，45-60。
11. (2024)。迷女的女迷：女性運動迷的認同與經驗形塑。體育學報，57(1)，99-114。