2009年世界運動會巧固球賽觀賞動機與滿意度之研究

A Study of the Spectator's Motivation and Satisfaction of the Tchoukball Games in the World Games 2009

劉駿耀(Chun-Yao Liu)；陳金盈(Chin-Ying Chen)

非亞奧運動項目 ； 運動賽會 ； 運動觀賞 ； non-Olympic and Asian sports event ； sport event ； sport spectator

海峽兩岸體育研究學報

7卷1期（2013 / 03 / 01）

35 - 60

繁體中文

2009年高雄世界運動會巧固球邀請賽，是中華台北唯一包辦男、女子組金牌的球類運動，三日賽程中每日超過千人以上的觀眾親自替臺灣選手加油。故本研究目的：在探討「2009年世界運動會巧固球賽」現場觀眾其觀賞動機與滿意度之現況為何，藉以提出結論與建議以廣泛的推展此項運動。方法：以現場觀眾727份有效樣本，進行描述性統計、t檢定、單因子變異數分析、皮爾森積差相關等方式分析。結果：現場觀眾男、女生分別佔42.8%與57.2%，多數為16-20歲、大學學歷與未婚居多、月收入5000千元（含）以下、居住南部地區較多，且現場觀眾多數為未接觸過巧固球與對其規則不甚瞭解。在觀賞動機構面得分高低依序為「賽事氛圍」、「力行支持」、「個人因素」、「自我充實」、「附加價值」。另在觀賞滿意度上「賽事主體」的安排高於「環境設施」，並得知現場觀眾觀賞動機越高者，觀賞滿意度越高。結論：巧固球運動在臺灣發展30餘年之久，卻尚未普及且僅有少部份參與，但在現場觀眾觀賞動機與滿意度呈現正向關係，未來在APTBF、FITB主辦單位可藉由現場觀眾參與動機，來提昇觀賞滿意度。最後，在透過巧固球邀請賽成功經驗與優異成績下，主要比賽結合室內運動場館，以符合國際化競技運動之發展，更具觀賞性與競賽性。

The tchoukball games of the World Games 2009 in Kaohsiung was the only competition that Chinese Taipei won both men's and women's gold metal with the presence of over thousands of spectators. The present study aimed to investigate those spectators' motivation and satisfaction of the tchoukball games, and further provided related conclusions as well as suggestions to promote tchoukball activities. Methodology: 727 valid questionnaires were distributed and then collected. The data were analyzed through descriptive statistics, t-test, one-way ANOVA, and Pearson product-moment correlation coefficient method. Results: 42.8% of respondents were male; 57.2% of them were female. Most of respondents were single, aged from 16 to 20, owned a bachelor degree, and earned less than NT 5000 dollars per month. Besides, most of respondents were from the southern Taiwan; they barely played the tchoukball and even had no idea about its regulations. With regard to those spectators' motivation, most of them chose ”the atmosphere of game” as their motivation. Other factors like ”being supportive”, ”personal factors”, ”self-fulfilment”, and ”its additional values” were also considered reasons. As for the spectators' satisfaction, they were satisfied with ”the game” more than ”its surroundings and facilities.” In addition, it was also shown that the stronger motivation they had, the more satisfied they would be. Conclusion: Although the tchoukball has been developed in Taiwan for over thirty years, it is not that popular, and seldom people participated in such games. It was revealed that there was a positive relationship between the spectators' motivation and their satisfaction. The organizers like APTBF and FITB may promote the spectators' satisfaction by studying their motivation. Eventually, with a successful experience and the outstanding performance of Chinese Taipei, it is highly recommended to hold such games in an indoor stadium to make the tchoukball games more attractive and exciting and meet the requirements of the international sports activities.

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