中華職棒大聯盟現場觀賞潛在顧客未消費行為導因之研究

A Study on Causes to Non-Consumption Behavior of Prospects in Game Attendance of Chinese Professional Baseball League

10.6547/tassm.2007.0014

蔡翔証(Hsiang-Cheng Tsai)

中華職棒大聯盟 ； 現場觀賞 ； 未消費行為導因 ； Chinese Professional Baseball League ； Causes to Non-Consumption Behavior ； Game Attendance

臺灣體育運動管理學報

5期（2007 / 09 / 01）

277 - 297

繁體中文

過去國內運動觀賞相關研究皆著眼於現場觀眾的研究為主，但如果根據Blue Ocean Strategy一書中之建議，「小市場佔有率的企業與其專注公司已有的現有顧客，企業應將目光放在還未使用過公司產品或服務的非顧客身上」，根據此建議，中華職棒大聯盟(CPBL)現有現場觀眾不足，所以應以開拓非顧客(non-customers)的新市場為主要成長策略，而非顧客中，潛在顧客是接近市場的一群族群，也是較容易吸引的非顧客族群。欲開拓潛在顧客的新市場時，必須瞭解潛在顧客其未消費行為導因，找出共同點。因此研究者進行調查中華職棒大聯盟現場觀賞潛在顧客的人口統計變項與未消費行為導因。人口統計變項包含性別等八項，未消費行為導因參考Gould等專家學者的研究概念再以Mowen的消費行為導因分類分成個人特徵、情境和產品特性三大未消費導因。針對近三年(2003-2006)沒有到現場觀賞過中華職棒的潛在顧客發放問卷且回收有效問卷共201份，以回收結果進行研究對象的樣本描述、未消費行為導因、及人口統計變項與未消費行為導因間的差異。研究結果顯示，可將未消費族群依未消費行為導因各因素構面平均分數分為顯性與隱性不消費族群，其中隱性不消費族群有較高的電視轉播觀賞頻率，男性則比女性有較高程度的未消費行為導因，收入的不同也會有不同程度的未消費行為導因。

The sports events hosted in Taiwan have had few spectators during recent years; Chinese Professional Baseball League is one of them. The hosts of these sports events in Taiwan need investigate why people do not buy tickets and sit in the game sites to enjoy the charming of sports events. According to the authors of the book Blue Ocean Strategy who say that ”the business should escape from the traditional notion to focus on existing customers, because they risk creating too-small target markets; they should focus on people who have never consumed the products or services which of yours”. Hence, the researcher suggests that the prospects should be the target group and need to discover why they do not consume and attend the sports events. The researcher investigates the demographics and the causes to non-consumption in questionnaire. The demographics include gender etc.; the scale of causes to non-consumption includes individual, situation, product three parts refers to the theories of Gould etc. The total numbers of sampling who has never attended CPBL are 201 items; the researcher conducts the statistic analysis to cope with the data of questionnaire. The result appeals that the non-consumption group can be split to two groups, dominant and recessive non-consumption groups. The recessive non-consumption group has higher frequency watching television relay; male group has higher degree of causes to non-consumption behavior than female group; different revenue affects the causes to non-consumption behavior.

1. 王忠茂(2005)。職棒興農牛隊球迷觀賞動機與滿意度之研究。大專體育學刊，71，67-78。
   連結：
2. 李展源、林房儹(2004)。觀賞性運動之參與動機分析與探討。大專體育學刊，73，108-112。
   連結：
3. 彭小惠(2005)。UBA主場運動觀眾之觀賞動機與滿意度研究。臺灣體育運動管理學報，3，1-24。
   連結：
4. Bagozzi, R. P.,Warshaw, P. R.(1990).Trying to consume.Journal Of Consumer Research,17(2),127-140.
5. Fink, J. S.,Trail, G. T.,Anderson, D. F.(2002).Environmental factors associated with spectator attendance and sport consumption behavior: Gender and team differences.Sport Marketing Quarterly,11(1),8.
6. Funk, D. C.,Mahony, D. F.,Ridinger, L. L.(2002).Characterizing consumer motivation as individual difference factors: Augmenting the sport interest inventory (sii) to explain level of spectator support.Sport Marketing Quarterly,11(1),3.
7. Gould, S. J.,Houston, F. S.,Mundt, J.(1997).Failing to try to consume: A reversal of the usual consumer research perspective.Advances in Consumer Research,24,211-216.
8. Kim, W. C.,Mauborgne, R.(2004).Blue ocean strategy: How to create uncontested market space and make the competition irrelevant (hardcover).Harvard Business School Press.
9. McDonald, M. A.,Milne, G. R.,JinBae, H.(2002).Motivational factors for evaluating sport spectator and participant markets.Sport Marketing Quarterly,11(2),100.
10. Mowen, J. C.(1990).Consumer behavior.New York:MacMillan Publishing Co.
11. Reich, J. W.,Zautra, A. J.(1983).Demands and desires in daily life: Some influences on well-being.American Journal of Community Psychology,11,42-58.
12. Stammerjohan, C.,Webster, C.(2002).Advances in consumer research.Provo:Assoc Consumer Research.
13. Trail, G. T.,James, J. D.(2001).The motivation scale for sport consumption: Assessment of the scale's psychometric properties.Journal of Sport Behavior,24(1),108.
14. Wann, D. L.(1995).Preliminary validation of the sport fan motivation scale.Journal of Sport & Social Issues,19(4),337-396.
15. Wells, W. D.(1974).Life style and psychographics.Chicago:American Marketing Association.
16. Zhang, J. J.,Pease, D. G.,Lam, E. T. C.,Bellerive, L. M.,Pham, U. L.,Williamson, D. P.(2001).Sociomotivational factors affecting spectator attendance at minor league hockey games.Sport Marketing Quarterly,10(1),43.
17. 黃仲凌(2001)。職業棒球現場觀眾觀賞行爲之研究－休閒滿意模式之驗證。澎技學報，3，311-331。

1. 陳成業(2012)。中華職棒賽會現場觀賞之阻礙因素。大專體育學刊，14(3)，275-287。
2. 戴遐齡、張智鈞(2015)。2017 臺北世界大學運動會門票及紀念商品之願付價格與偏好種類。大專體育學刊，17(4)，403-413。
3. 賀湘邦、林房儹、吳柏叡(2011)。中華職棒觀賞者的消費行為與需求彈性。大專體育學刊，13(3)，241-249。
4. 林錫波(2009)。以計畫行為理論及階段行為改變模式探討大學生在中華職棒之觀賞意圖。大專體育學刊，11(2)，57-68。
5. 倪兆良、李俞麟、呂芳陽(2010)。中華職棒20年現場觀眾參與行為與觀賞滿意度之研究—以新莊棒球場為例。輔仁大學體育學刊，9，142-162。
6. 葉公鼎,馮勝賢,李彩雲,李孟霖,吳志揚,古育庭(2021)。中華職棒大聯盟2020年季賽現場觀眾新冠肺炎風險管理認知與觀賽現場防疫舉措知覺之研究。臺灣體育運動管理學報，21(2)，147-174。