觀賞台鋼雄鷹棒球隊行為模式之研究

A study on the behavioral Patterns of watching the TSG hawks baseball team

10.29423/JSRR.202409_19(3).07

陳先宏(Hsien-Hung Chen)

中華職棒 ； 計畫行為理論 ； 偏最小平方法 ； Chinese professional baseball league ； theory of planned behavior ； partial least square method

運動與遊憩研究

19卷3期（2024 / 09 / 01）

80 - 89

繁體中文;英文

本研究目的在於觀賞台鋼雄鷹棒球隊行為模式之研究，採取便利抽樣的方式，有效問卷330份，有效問卷率為93.03%，並對於所收集資料以應用Smart PLS 4.0分析觀賞台鋼雄鷹棒球隊模型收斂效度、區別效度、配適度、研究假設結果分析。本研究結果顯示一、「觀賞台鋼雄鷹棒球隊態度顯著影響行為意圖」二、「觀賞台鋼雄鷹棒球隊主觀規範顯著影響行為意圖」三、「觀賞台鋼雄鷹棒球隊行為控制知覺顯著影響行為意圖」。建議運動文化的推廣、提升觀賽環境、精準行銷、現場體驗互動、社區參與活動、故事化行銷、強化社群活動教育、提升社會認同推廣、個人與資源評估、強化球迷心理因素以及社會支持，進而增加台鋼雄鷹棒球隊的觀眾參與和支持。

The purpose of this study was to explore the behavioral patterns of watching the TSG Hawks baseball team. By convenient sampling, 330 valid questionnaires are collected, with a validity rate of 93.03%. Also in this study, the collected data are analyzed by applying Smart PLS 4.0 to analyze the convergent validity, discriminant validity, fitness, and results of the research hypotheses of the model of watching the TSG Hawks baseball team. The results of this study show that 1. The attitude toward watching the TSG Hawks baseball team significantly influences the behavioral intention. 2. The subjective norm of watching the TSG Hawks baseball team significantly influences the behavioral intention. 3. The behavioral control perception of watching the TSG Hawks baseball team significantly influences the behavioral intention. The promotion of sports culture, enhancement of the spectator environment, precise marketing, on-site experience and interaction, community involvement activities, storytelling marketing, strengthening of community activities and education, enhancement of social identity promotion, personal and resource assessment, strengthening of the psychological factors of the fans, as well as social support, are all recommended to increase spectator participation and support for the TSG Hawks baseball team.