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題名:中華職棒觀賞者的消費行為與需求彈性
書刊名:大專體育學刊
作者:吳柏叡 引用關係賀湘邦林房儹 引用關係
作者(外文):Wu, Po-juiHe, Hsiang-pangLin, Fang-tsan
出版日期:2011
卷期:13:3
頁次:頁241-249
主題關鍵詞:職業運動需求函數價格彈性Professional sportsDemand functionPrice elasticity
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(10) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:10
  • 共同引用共同引用:75
  • 點閱點閱:83
本研究目的在探討消費者現場觀賞中華職棒之考量因素與價格彈性,以2009年中華職棒現場觀眾為研究對象,問卷抽樣以便利抽樣法與現場調查為主,內容包含:人口特徵、消費者實際消費行為、消費特徵、消費者認為最高願付價格四部分。回收之有效樣本依研究目的,以描述性統計和多元迴歸分析,來探討人口特徵和消費型態之間的差異情形。研究結果發現:中華職棒之現場觀眾特性主要族群為15~24歲之大(專)學生。消費情形分別為:門票花費平均為214.45元,其次為飲食花費的118.92元;而來回交通花費平均為85.37元。購買周邊商品之平均花費90.80元。結論:消費者對於門票價格的需求彈性為-0.018,顯示當門票價格調漲後,門票總收入仍然會增加;扣除價格因素,經濟學中所提及的「消費者的偏好」應是主要影響消費者觀賞職棒的因素之一。本研究結果可提供職業棒球聯盟作為進行門票價格制訂的參考。
The present study was focused on the exploration of factors for consumers spectated Chinese Professional Baseball League (CPBL) and their price elasticity. The subjects of study were the spectators of CPBL in 2009. We used questionnaire as research methods in this study with the main content including population characteristics, the factors for consumer spending money to spectate the game and their willing to pay in consumers' mind. Based on the purpose of study, all the data were arranged by statistics and computed formulas including descriptive statistics and regression analysis were employed. In the results, we found most of the spectators of CPBL were college students aged between 15 and 24 years. The CPBL's consumers spent most money for the entrance tickets (NT$214.45), followed by food (NT$118.92), transport (NT$85.37) and concessions (NT$90.80). This study results concludes that the CPBL's price elasticity was -.018, representing a very low elasticity. Besides, the CPBL's consumers support the game even if the ticket price rose. This shows ticket price was just one of the factors that consumers take into consideration. Excluding prices, the idea of "consumer preference" in economics should be the major factor. The results could be used as a reference for professional baseball in ticket pricing.
期刊論文
1.黃煜、魏文聰(20070900)。中華職業棒球球團門票定價類型之研究。體育學報,40(3),101-113。new window  延伸查詢new window
2.蔡翔証(20070800)。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。臺灣體育運動管理學報,5,277-297。new window  延伸查詢new window
3.林淑娟、林房儹(20040000)。臺灣職棒運動產業的經濟產值分析。運動管理季刊,6,62-70。  延伸查詢new window
4.林房儹(20031100)。運動產業分類與四P模型之探討。臺灣體育運動管理學報,2,1-13。new window  延伸查詢new window
5.呂宛蓁、鄭志富(20080900)。職棒觀眾觀賞行為意圖模式之研究。大專體育學刊,10(3),57-71。new window  延伸查詢new window
6.Rascher, D. A.、McEvoy, C. D.、Nagel, M. S.、Brown, M. T.(2007)。Variable ticket pricing in Major League Baseball。Journal of Sport Management,21(3),407-437。  new window
7.Siegfried, J. J.、Eisenberg, J. D.(1980)。The demand for minor league baseball。Atlantic Economic Journal,8(2),59-69。  new window
8.Alexander, D. L.(2001)。Major League Baseball: Monopoly pricing and profit-maximizing behavior。Journal of Spots Economics,2(4),341-355。  new window
9.Baade, R. A.、Tiehen, L. J.(1990)。An analysis Major League Baseball attendance。Journal of Spot Social Issues,14(1),14-32。  new window
10.Bird, P.(1982)。The demand for league football。Applied Economics,14(6),637-649。  new window
11.Boyd, D. W.、Boyd, L. A.(1996)。The home field advantage: Implications for the pricing of tickets to professional team sports。Journal of Economics and Finance,22(2/3),23-32。  new window
12.Coffin, D.(1996)。If you build it will they come。Attendance and new stadium construction。  new window
13.Depken, C. A.(2001)。Fan loyalty in professional sports: An extension to the National Football League。Journal of Sports Economics,2(3),275-284。  new window
14.Fort, R.(2004)。Inelastic sports pricing。Managerial and Decision Economics,25(2),87-94。  new window
15.Fort, R.(2004)。Subsidies as incentive mechanisms in sports。Managerial and Decision Economics,25(2),95-102。  new window
16.Winfree, J. A.、McCluskey, J. J.、Mittelhammer, R. C.、Fort, R.(2004)。Location and attendance in Major League Baseball。Applied Economics,36(19),2117-2124。  new window
17.Garcia, J.、Rodríguez, P.(2002)。The determinants of football match attendance revisited: Empirical evidence from the Spanish Football League。Journal of Sports Economics,3(1),18-38。  new window
18.Johnson, B. K.、Whitehead, J. C.(2000)。Value of public goods from sports stadiums: The CVM approach。Contemporary Economic Policy,18(1),45-58。  new window
19.Krautman, A. C.、Berri, D. J.(2007)。Can we find it at the concessions? Understanding price elasticity in professional sports。Journal of Sports Economics,8(2),183-191。  new window
20.Marburger, D. R.(1997)。Optimal ticket pricing for performance goods。Managemerial and Decision Economics,18(5),375-381。  new window
21.Whitney, J. D.(1988)。Winning games versus winning championships: The economics of fan interest and performance。Economic Inquiry,26(4),703-724。  new window
會議論文
1.Hardley, L.、Poitras, M.(2002)。Do new major league ballparks pay foe themselves。Seattle, WA。  new window
研究報告
1.施致平(2007)。職棒各球團行銷策略及球迷參與行為與滿意度之相關研究。臺北市。  延伸查詢new window
2.朱文增(2004)。臺灣職業棒球比賽經濟效益評估與消費者行為之計量分析。臺北市。  延伸查詢new window
學位論文
1.張士哲(1994)。職業棒球市場區隔與球團形象定位之研究(碩士論文)。國立臺灣科技大學。  延伸查詢new window
2.洪司桓(2003)。台灣職業棒球現場觀眾再購意願之研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
3.劉美稚(1999)。台灣職業棒球消費行為研究(碩士論文)。國立政治大學。  延伸查詢new window
4.趙政諭(2000)。公營與公辦民營職業棒球場現場觀眾顧客滿意度之比較研究─以臺北市立棒球場、臺南市立棒球場為例。國立臺灣師範大學,臺北市。  延伸查詢new window
圖書
1.邱皓政(2005)。量化研究法 (一) :研究設計與資料處理。臺北:雙葉。  延伸查詢new window
2.吳明隆、涂金堂(2007)。SPSS與統計應用分析。五南。  延伸查詢new window
3.Scully, G. W.(1989)。The business of major league baseball。Chicago:The University of Chicago Press。  new window
4.Cooke, Andrew、陳秋玫(1999)。休閒與運動經濟學。臺北:五南。  延伸查詢new window
5.張清溪、許嘉棟、劉鶯釧、吳聰敏(1995)。經濟學理運與實際。臺北市。  延伸查詢new window
6.賴明政、汪志堅、Truett, L. J.、Truett, D. B.(1998)。管理經濟學。臺北市。  延伸查詢new window
7.熊秉元、胡春田、巫和懋、霍德明(2005)。經濟學2000: 跨世紀新趨勢。臺北市:雙葉書廊。  延伸查詢new window
8.Demmert, H.(1973)。The economics of professional sports。Lexington, MA。  new window
9.Johnson, A. T.(1993)。Minor league baseball and local economic development。Chicago:University of Illinois Press。  new window
10.Mitchell, R. C.、Carson, R. T.(1989)。Using survey to value public goods: The contingent valuation method。Washington, DC:Resources for the Future。  new window
11.Noll, R. G.(1974)。Government and the Sports Business。Washington, DC:The Brookings Institution。  new window
12.Fort, R.、Quirk, J.(1996)。Overstated exploitation: Monopsony versus revenue sharing in sportsleagues。Baseball economic: Current research。Westport, CT。  new window
 
 
 
 
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