運動賽會運動場館設施與現場觀眾滿意度關係之研究－以臺中洲際棒球場第37屆世界盃棒球賽爲例

The Relationships between Spectators Satisfaction and Sport Facility Factors: The 37(superscript th) World Cup Baseball Games in Taichung Continental Baseball Field

10.6222/pej.4201.200903.0705

陳成業(Chen-Yueh Chen)；林怡秀(Yi-Hsiu Lin)

觀衆滿意度 ； 運動場館設施 ； spectator satisfaction ； sport facility

體育學報

42卷1期（2009 / 03 / 01）

55 - 67

繁體中文

Purpose: This current study was to investigate if sport facility factors can predict spectators' satisfaction before and after controlling the non-sport-facility factors. Methods: Questionnaires were distributed using convenience sampling to the spectators attending the 37(superscript th) World Cup Baseball Games in Taichung Continental Baseball Field. One hundred and eighty one usable questionnaires were collected with a response rate of 78%. Cronbach's α revealed that the instrument possessed acceptable reliability (76~93); also, prior research showed that the instrument had content validity. Results: The results from the multiple linear regression analysis revealed that three of the five sport facility factors under study (aesthetics, scoreboard, and layout) were positively significant predictors of spectators' satisfaction. However, the outcomes from the multiple hierarchical regression analysis showed that only layout factor remained significant predictor for spectators satisfaction after controlling the non-sport-facility factors under study (Team Chinese Taipei performance and staff) with 3.8% of variance explained. Conclusion: numerous studies have shown that sport facility factors were predictors for spectators' satisfaction; however, aesthetics and scoreboard were no longer predictors for spectators' satisfaction after controlling the non-sport-facility factors. As a result, sport facility managers should pay more attention to the layout factor in addition to other factors in order to increase spectators' satisfaction.

Purpose: This current study was to investigate if sport facility factors can predict spectators' satisfaction before and after controlling the non-sport-facility factors. Methods: Questionnaires were distributed using convenience sampling to the spectators attending the 37(superscript th) World Cup Baseball Games in Taichung Continental Baseball Field. One hundred and eighty one usable questionnaires were collected with a response rate of 78%. Cronbach's α revealed that the instrument possessed acceptable reliability (76~93); also, prior research showed that the instrument had content validity. Results: The results from the multiple linear regression analysis revealed that three of the five sport facility factors under study (aesthetics, scoreboard, and layout) were positively significant predictors of spectators' satisfaction. However, the outcomes from the multiple hierarchical regression analysis showed that only layout factor remained significant predictor for spectators satisfaction after controlling the non-sport-facility factors under study (Team Chinese Taipei performance and staff) with 3.8% of variance explained. Conclusion: numerous studies have shown that sport facility factors were predictors for spectators' satisfaction; however, aesthetics and scoreboard were no longer predictors for spectators' satisfaction after controlling the non-sport-facility factors. As a result, sport facility managers should pay more attention to the layout factor in addition to other factors in order to increase spectators' satisfaction.

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