中華職棒觀眾進場觀賽之因素分析

Factors Analysis of Spectators' Attendance at Chinese Professional Baseball League Games

10.5297/ser.201906_21(2).0001

方怡潔(Yi-Chieh Fang)；王俊人(Jun-Ren Wang)

對戰組合 ； 行銷活動 ； 賽程時段 ； matchup combinations ； marketing activities ； day of the game

大專體育學刊

21卷2期（2019 / 06 / 30）

97 - 109

繁體中文;英文

本研究目的在於探討影響中華職業棒球大聯盟（簡稱中華職棒）進場觀賞賽事之因素，並以次級資料進行統計分析，研究範圍為中華職棒2010～2016年編號第1場至第240場，共計1,680場比賽的對戰狀況與進場觀眾人數，包含各場次之進場觀眾數、賽程時段、對戰組合、特殊比賽、明星球員、該場次是否舉辦行銷活動（主題趴、廠商活動、體驗活動、促銷活動、紀念活動、表演活動、球迷感恩會或其他特殊活動）及平均氣溫等變數，並以多元迴歸進行統計分析。結果顯示，2010～2016年中華職棒觀眾進場模式的整體解釋力為30.7%，其中賽程時段（星期五、星期六及星期日）、對戰組合、行銷活動（廠商活動、主題趴或表演活動）與特殊比賽等變數顯著正向影響觀眾進場人數，而當日平均溫度顯著負向影響觀眾進場人數。本研究結論為若中華職棒當日賽程為特殊比賽、賽程時段為週末，且當日有施行行銷活動（廠商活動、主題趴或表演活動）等情形發生時，則有助於提升進場觀賽的人數。

The purpose of the study was to investigate the effects of different factors on attendance of Chinese Professional Baseball League (CPBL) games, using a secondary dataset of the games. The scope of the study consisted of 1,680 games from 2010 to 2016. Variables such as the number in attendance, the day of the game, matchup combinations, special games, star players, series marketing activities (e.g., theme parties, film activities, experiential activities, promotions, commemorations, performances, other special activities, and fan appreciation events), and average temperature were investigated using multiple regression analysis. The results showed that the proposed model accounts for 30.7% of the overall attendance of the CPBL games. Among the variables, day of the game (e.g., Friday, Saturday, and Sunday), matchup combinations, series marketing strategies (e.g., film activities, theme parties, and performances), and special games had a positive effect on the attendance, while the average temperature had a negative effect on the attendance. It is concluded that the attendance levels can be increased when the following factors are present in the game: the game is a special game, the game is played on the weekend and the home team arranges some marketing activities, such as film activities, a theme party or a performance.

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