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題名:兄弟象與興農牛球迷涉入程度對球場設施環境與服務品質需求之研究
書刊名:大專體育學刊
作者:余宗龍 引用關係邵于玲 引用關係
作者(外文):Yu, Chung-longShao, Jackie Yu-lin
出版日期:2004
卷期:6:3
頁次:頁59-69
主題關鍵詞:涉入程度棒球場設施環境服務品質消費者行為Sport facilitiesServices qualityInvolvementConsumer behavior
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(10) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:9
  • 共同引用共同引用:41
  • 點閱點閱:53
本研究欲了解職棒現場球迷之涉入程度(involvement)對球場設施環境與服務品質需求的影響。許多研究指出,球場設施環境與服務品質是影響觀眾到現場看球的重要因素之一。本研究之架構是以Wakefield和Sloan(l996)提出之運動設施相度(Sportscape)及Josiam(l998)提出的個人涉入量表(Personal Involvement Inventory, PII)為主,研究對象為中華職棒14年總冠軍賽第五場及第六場之現場觀眾,共573名,以「職棒球迷對球場設施環境與服務品質需求調查問卷」為研究工具進行調查,所得資料以描述性統計、獨立樣本t考驗和雙因子變異數分析(two-wayANOVA)等統計方法進行分析,結果發現:(一)高度涉入的球迷對球場設施環境與服務品質需求依序為球賽現場氣氛、交通便利及停車方便;中度涉入的球迷為球賽現場氣氛、門票價格及購票方式,(二)主場球迷與客場球迷的涉入程度沒有差異,(三)主客場球迷對於球場設施環境與服務品質需求並沒有顯著的差異,及(四)比較不同支持的球隊與不同球場的觀眾對球場設施環境與服務品質的需求:「交通便利」、「購票方便性」,天母球場球迷的需求高於澄清湖球場的球迷,「停車方便」、「球場促銷活動」、「球場景觀設計」及「球場大螢幕」,澄清湖球場的球迷高於天母球場的球迷,在統計分析上達顯著差異。從本研究得知,職棒現場球迷對球場設施環境與服務品質的需求相當高;而實務的應用面來說,職業棒球的經營者可從本研究得知,設施維護的投資及服務品質的提升,應可以為職業棒球之經營創造更多的附加價值。
The purpose of this study was to explore the relationship between fan involvement and spectators' needs for quality sport facilities and services. Several studies have indicated that both facilities and services quality were important factors influencing a spectator's intention to support a team and attend sporting events. This study was based on Wakefield and Sloan's (1996) hypothesized model of Sportscape and Josiam's (1998)Personal Involvement Inventory (PII) This research was conducted during games five and six of the 2003 Chinese Professional Baseball League (CBPL) series using convenience sampling. The sample included 573 participants. Primary findings were: (a) highly involved fans gave higher ratings to atmosphere of the game and stadium access, while fans who were not highly involved gave higher ratings to atmosphere of the game, pricing, and ticketing service. (b) fans of both the home and visiting teams exhibited a similar level of involvement. (c) fans of both home and visiting teams showed no significant difference in their needs for quality facilities and services. (d) spectators from different teams or stadiums had no significant interaction between the factors of quality sport facilities and services. According to the findings of this study, spectators seek high quality sport facilities and services. Therefore, owners of professional baseball teams may create more profit by enhancing the service quality and the physical environment of the stadium to ensure that spectators have an enjoyable trip to the ballpark and a desire to return.
期刊論文
1.Westerbeek, Hans M.、Shilbury, David(1999)。Increasing the focus on "place" in the marketing mix for facility dependent sport services。Sport Management Review,2(1),1-23。  new window
2.Josiam, Bharath M.、Smeaton, George、Clements, Christine J.(1999)。Involvement: travel motivation and destination selection。Journal of Vacation Marketing,5(2),167-175。  new window
3.Wakefield, Kirk L.、Sloan, Hugh J.(1995)。The effects of team loyalty and selected stadium factors on spectator attendance。Journal of Sport Management,9(2),153-172。  new window
4.呂銀益、呂謙、徐揚、王瑞麟、李麗瓊、邱裕新(20020500)。第34屆世棒賽賽會服務品質與服務滿意度研究。臺灣體育運動管理學報,1,35-54。new window  延伸查詢new window
5.Melnick, Merrill J.(1993)。Searching for sociability in the stands: A theory of sports spectating。Journal of Sports Management,7(1),44-60。  new window
6.Wakefield, Kirk L.、Blodgett, Jeffrey G.、Sloan, Hugh J.(1996)。Measurement and management of the sportscape。Journal of Sport Management,10(1),15-31。  new window
7.張孝銘、高俊雄(20020300)。影響職棒比賽觀賞人數之因素研究--以中部地區球迷為例。體育學報,32,87-97。new window  延伸查詢new window
8.Bitner, Mary Jo(1992)。Servicescapes: The Impact of Physical Surroundings on Customers and Employees。Journal of Marketing,56(2),57-71。  new window
會議論文
1.Shank, M. D.、Beasley, F.(1998)。A Comparative Analysis of Sports Involvement: U. S. vs U. K.。Advertising and Consumer Psychology (ACP) Conference。Portland, Oregon。  new window
2.何曉瑛(2000)。職棒現場球迷對球場設施環境需求之現況調查研究。中華民國大專院校八十九學年度體育學術研討會。雲林:國立雲林科技大學。  延伸查詢new window
學位論文
1.張孝銘(1997)。職棒休閒產業對社會文化衝擊認知之研究--以臺中市居民為例(碩士論文)。國立體育學院。  延伸查詢new window
圖書
1.Shank, M. D.(2002)。Sports marketing: a strategic perspective。Upper Saddle River, N.J.:Prentice Hall。  new window
2.黃俊英(2001)。行銷學的世界。台北:天下遠見出版股份有限公司。  延伸查詢new window
3.高俊雄(2000)。運動服務管理:理論與實務。志軒。  延伸查詢new window
 
 
 
 
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