中華職棒觀眾之遊憩動機、遊憩專門化、體驗品質、及行為意圖關聯性研究

A Study of the Relationship among Recreation Motivation, Recreation Specialization, Experience Quality and Behavior Intention of Chinese Professional Baseball League Audience

10.6132/JCM.2015.8.1.11

蔡長清(Chang-Ching Tsai)；鄭竹君(Chu-Chun Cheng)；張鏵方(Hua-Fang Chang)

遊憩動機 ； 遊憩專門化 ； 體驗品質 ； 行為意圖 ； 中華職棒 ； Recreation Motivation ； Recreation Specialization and Experience Quality ； Behavior Intention ； Chinese Professional Baseball League

商業現代化學刊

8卷1期（2015 / 06 / 01）

195 - 225

繁體中文

本研究以探討中華職棒球迷之遊憩動機、遊憩專門化、體驗品質與行為意圖為主軸，並分析其間的關係。研究範圍包括台灣北部、中部、南部3 個地區，選擇目前台灣四支球隊主要的主場，包含台北市立天母棒球場、台北縣立新莊棒球場、行政院體育委員會台中棒球場、台南市立棒球場及高雄縣立澄清湖棒球場等5個主要球場，各抽樣3 場球賽。研究對象則為2009 年9 月到10 月期間現場觀賞球賽之觀眾以問卷進行調查；採便利抽樣方式，總計發放800 份，回收783 收份，有效回收734 份，有效回收率達91.8%。資料分析方法包含敘述性統計分析、項目分析、信度分析、驗證性因素分析與結構方程模式分析。

The purpose of this study is to investigate the relationship among recreation motivation, recreation Specialization, experience quality and behavior intention of Chinese Professional Baseball League audience. Study scope covers northern Taiwan, central and southern three regions with five main courts for current four teams, including the Taipei City Tienmu baseball field, baseball field Hsinchuang, Taipei County, Taichung Baseball Field Sports Commission, Executive Yuan, Tainan Municipal Baseball Stadium Cheng Ching Lake in Kaohsiung County Baseball Stadium, selecting three matches each conveniently. Audience was selected using convenience sampling during September to October 2009, a total of 800, 783 recycling collection, the valid 734, the effective recovery rate of 91.8%. Data analysis included descriptive statistics analysis, item analysis, reliability analysis, confirmatory factor analysis and structural equation modeling analysis.