職業電子競技賽事觀眾觀賞意圖與行為

Intentions and Behaviors of Spectators of Professional eSports Events

10.5297/ser.202009_22(3).0001

陳伯儀(Bo-I Chen)；蔡雅宜(Ya-Yi Tsai)

計畫行為理論 ； 主觀規範 ； 知覺行為控制 ； 態度 ； theory of planned behavior ； subjective norm ； perceived behavioral control ； attitude

大專體育學刊

22卷3期（2020 / 09 / 30）

193 - 204

繁體中文;英文

電子競技是數位世代的新體育，以新姿態成為一種運動模式，近年來研究多以動機或使用滿足理論來探討觀賞行為，然而，影響運動觀賞因素，可歸納為個人可控制的內在心理因素、外在環境因素，以及個人意志的情境因素。有鑒於此，本研究目的以計畫行為理論為基礎，解釋職業電子競技賽事觀眾觀賞意圖與行為。研究方法為以曾使用過各種載具或管道觀賞電子競技賽事之觀眾為對象。採用網路問卷，於全臺灣最大電玩之平臺，經與站方正式簽署合作協定後，由官方發布於資訊站首頁，共回收386份，剔除無效問卷後，有效問卷為376份，回收率達97%。結果顯示觀眾對於觀賞電子競技賽事的態度、主觀規範、知覺行為控制，對其觀賞賽事的意圖具有高預測力；觀眾意圖對實際行為具有正向預測力。本研究結論：觀眾對於觀賞職業電子競技運動賽事，以「知覺行為控制」影響最大，「主觀規範」次之，「態度」則不具顯著影響效果，而「意圖」對行為具有正向預測力。本研究結果之發現，可提供相關賽事承辦單位或電子競技廠商，針對其影響因素，設計不同之行銷內容，滿足不同群體觀賞之需求。

Electronic sports (eSports) is a new sports model with a modern attitude that has attracted different generations of spectators. In recent years, research exploring spectators' viewing behaviors has either examined motivation or relied on uses and gratifications theory. However, the factors affecting sports appreciation can be categorized into three aspects: inner psychological factors that can be controlled by individuals, external environmental factors, and contextual factors of individual will. Drawing on the theory of planned behavior, this study investigates the intentions and behaviors of people who have used various devices or media to watch professional eSports events. After signing a cooperation agreement with the website of the largest video game platform in Taiwan, an online questionnaire regarding eSports information was officially posted on its homepage. A total of 386 responses were initially collected; after excluding invalid items, 376 were retained, with a recovery rate of 97%. Results indicate that the spectators' subjective norms, attitude towards viewing professional eSports events, and perceived behavioral control have high predictive power for their intention to watch the event. Among those factors, perceptual behavior control has the greatest impact. Subjective norms have the second highest, whereas attitudes exert no significant impact. Moreover, the spectators' intention has positive predictive power for actual behavior.

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