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題名：環境心理學觀點探討運動賽會場館氣氛
書刊名：體育學報
作者：陳成業 引用關係
作者(外文)：Chen, Chen-yueh
出版日期：2015
卷期：48:4
頁次：頁417-430
主題關鍵詞：運動產業；運動管理；運動賽會；運動行銷；Sport industry；Sport management；Sport event；Sport marketing
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(6) 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:6
  • 共同引用共同引用:13
  • 點閱點閱:106
本研究以環境心理學Mehrabian-Russell模式（1974）為理論架構，進行中華職棒聯盟賽會的場館氣氛研究。緒論︰本研究目的包含以下三點：本研究欲發展適用於中華職棒聯盟賽會的運動賽會場館氣氛量表，並檢視該量表的效度與信度；本研究亦使用不同於發展該量表的樣本進行覆核效化的程序以確認該量表的外部效度；此外，本研究欲探討運動賽會場館氣氛（環境刺激）、個體情緒狀態（中介變數）與再購意願（行為反應變數）的結構路徑關係。方法︰本研究依據Churchill's（1979）和Kim, Trail, Woo,與Zhang（2011）提出的研究流程為基礎進行本研究之分析。該流程包含四個階段︰第一階段為中華職棒聯盟賽會場館氣氛量表題項的建構與修編並且進行預試分析；第二階段為中華職棒聯盟賽會場館氣氛量表構面的探索與驗證；第三階段則是針對第二階段所發展出來的中華職棒聯盟賽會場館氣氛量表以不同的樣本進行覆核效化；第四階段為中華職棒聯盟賽會場館氣氛、情緒構面與行為反應構面三者之間的結構路徑關係檢定。各階段之研究抽樣方式與抽樣數量皆有詳細說明。本研究統計分析將使用PASW 18.0與LISERL 8.51統計軟體進行分析，並將顯著水準訂於.05。結果︰結果顯示，中華職棒賽會場館氣氛由「球員表現」、「球迷熱情」、「硬體設施」、「現場活動」與「對戰之可看性」等因素所形成。經再一次的驗證其因素結構，本量表具有好的效度與信度。結論︰此外，中華職棒賽會場館氣氛正向預測現場觀眾情緒；而現場觀眾情緒正向預測其再購意願。
Introduction: The current research proposal was to investigate the topic of sport stadium atmosphere (SSA) in the Chinese Professional Baseball League (CPBL) based on the Mehrabian-Russell model (1974) in the field of environmental psychology. More specifically, the purposes of the present research proposal included the development of the SSA scale in CPBL games along with the examination of the psychometric properties of the SSA scale, the cross validation of the SSA scale, and the investigation on the structural path coefficients among sport stadium atmosphere, spectators' emotions, and repurchase intention. Methods: The current research proposal followed the research procedures suggested by Churchill's (1979) and Kim, Trail, Woo, and Zhang (2011). The procedures involved four stages. The first stage was to construct and refine the items for SSA scale in CPBL and to conduct a pilot study for the constructs of emotions (pleasure, arousal, and dominance, PAD) and behavioral response (repurchase intention). The second stage included the exploration and confirmation of the SSA scale in CPBL. The third stage contained the cross validation of the SSA scale developed from the second stage. The fourth stage encompassed the hypothesis testing on the structural path coefficients among sport stadium atmosphere, emotions, and repurchase intention. Sampling information as well as statistical/qualitative methods were well-specified in each stage. PASW 18.0 and LISERL 8.51 along with the significance level of .05 were used for data analysis in the current research proposal. Results: The findings of the present study showed that sport stadium atmosphere of CPBL consisted of ＂players' performance,＂ ＂fans' passion,＂ ＂sport facilities,＂ ＂on-site events,＂ and ＂team competition.＂ Satisfactory validity and reliability of the scale was demonstrated by confirmatory factor analysis. Conclusion: Additionally, sport stadium atmosphere positively predicted spectators' emotion, which in turn positively predicted spectators' repurchase intention.
期刊論文
1.Deighton, J.(1992)。The consumption of performance。Journal of Consumer Research，19(3)，362-372。  new window
2.Baker, J.、Grewal, D.、Parasuraman, A.(1994)。The influence of store enviorment on quality inferences and store image。Journal of the Academy of Marketing Science，22，328-339。  new window
3.Chen, C. Y.、Lin, Y. H.、Chiu, H. T.(2013)。Development and psychometric evaluation of sport stadium atmosphere scale in spectator sport events。European Sport Management Quarterly，13(2)，200-215。  new window
4.Andrade, Eduardo B.(2005)。Behavioral consequences of affect: combining evaluative and regulatory mechanisms。Journal of Consumer Research，32(3)，355-362。  new window
5.Hightower, R.、Brady, M. K.、Baker, T. L.(2002)。Investigating the role of the physical enviornment in hedonic service consumption: An exploratory study of sporting events。Journal of Business Research，55，697-708。  new window
6.Kim, Y. K.、Trail, G. T.、Woo, B.、Zhang, J.(2011)。Sport consumer-team relationship quality: Development and psychometric evaluation of a scale。International Journal of Sports Marketing and Sponsorship，12(3)，254-271。  new window
7.Kwon, H. H.、Trail, G. T.、James, J. D.(2007)。The mediating role of perceived value: Team idetification and purchase intention of team-licensed apparel。Journal of Sport Management，21，540-554。  new window
8.Tai, S.、Fung, A.(1997)。Application of an enviornmenal psychology model to in-store buying behavior。International Review of Retail, Distribution and Consumer Research，7，311-338。  new window
9.Uhrich, S.、Konigstorfer, J.(2009)。Effects of atmosphere at major sports events--A perspective from enviornmental psychology。International Journal of Sports Marketing and Sponsorship，10(4)，325-344。  new window
10.Spies, K.、Hesse, F.、Loesche, K.(1997)。Store atmosphere, mood and purchasing behavior。International Journal of Research in Marketing，14(1)，1-17。  new window
11.Tombs, A.、McColl-Kennedy, J. R.(2003)。Social-servicescape Conceptual Model。Marketing Theory，3(4)，447-475。  new window
12.Uhrich, S.、Benkenstein, M.(2010)。Sport stadium atmosphere: Formative and reflective indicators for operationalizing the constructs。Journal of Sport Management，24，211-237。  new window
13.Wakefield, Kirk L.、Blodgett, Jeffrey G.(1996)。The effect of the servicescape on customers' behavioral intentions in leisure service settings。Journal of Services Marketing，10(6)，45-61。  new window
14.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
15.Yoshida, M.、James, J. D.(2010)。Customer satisfaction with game and service experiences: Antecedents and consequences。Journal of Sport Management，24(3)，338-361。  new window
16.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
17.Kelley, S. W.、Turley, L. W.(2001)。Consumer perceptions of service quality attributes at sporting events。Journal of Business Research，54(2)，161-166。  new window
18.Wakefield, K. L.、Blodgett, J. G.(1999)。Customer Response to Intangible and Tangible Service Factors。Psychology and Marketing，16(1)，51-68。  new window
19.Babin, Barry J.、Attaway, Jill S.(2000)。Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer。Journal of Business Research，49(2)，91-99。  new window
20.黃蕙娟(20121200)。臺北市市民運動中心顧客滿意度指標之建構。體育學報，45(4)，321-338。new window  延伸查詢new window
21.Wakefield, Kirk L.、Blodgett, Jeffrey G.(1994)。The Importance of Servicescapes in Leisure Service Settings。Journal of Services Marketing，8(3)，66-76。  new window
22.Donovan, Robert J.、Rossiter, John R.(1982)。Store atmosphere: An environmental psychology approach。Journal of Retailing，58(1)，34-57。  new window
23.Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research，16(1)，64-73。  new window
24.Bitner, Mary Jo(1992)。Servicescapes: The Impact of Physical Surroundings on Customers and Employees。Journal of Marketing，56(2)，57-71。  new window
25.Kotler, Philip(1973)。Atmospherics as a marketing tool。Journal of Retailing，49(4)，48-64。  new window
26.Russell, J. A.、Pratt, G.(1981)。A Description of the Affective Quality Attributed to Environments。Journal of Personality and Social Psychology，38(2)，311-322。  new window
學位論文
1.邱惠婷(2011)。比賽氣氛量表之編製及模式驗證研究(碩士論文)。國立中正大學。  延伸查詢new window
圖書
1.Hair, J. F.、Black, W. C.、Babin, B. J.、Anderson, R. E.、Tatham, R. L.(2006)。Mulivaraite data analysis。New Jersey：Prentice Hall。  new window
2.Mehrabian, A.(1980)。Basic dimensions for a general psychological theory。Cambridge：Mass。  new window
3.Funk, D. C.(2008)。Consumer behavior in sport and events: Marketing action。Burlington, MA：Elsevier。  new window
4.吳明隆、涂金堂(2010)。SPSS與統計應用分析。台北：五南。  延伸查詢new window
5.Nunnally, J. C.、Bernstein, I. H.(1993)。Psychometric theory。New York：McGraw-Hill。  new window
6.Merriam, Sharan B.(1998)。Qualitative research and case study applications in education。Jossey-Bass。  new window
7.Kline, Rex B.(1998)。Principles and Practice of Structural Equation Modeling。Guilford Press。  new window
8.Mullin, B. J.、Hardy, S.、Sutton, W. A.(2007)。Sport marketing。Champaign, Illinois：Human Kinetics。  new window
9.Mehrabian, Albert、Russell, James A.(1974)。An Approach to Environmental Psychology。MIT Press。  new window
其他
1.中華職棒大聯盟(2011)。球迷成長數，http://www.cpbl.com.tw/。  延伸查詢new window
圖書論文
1.Raney, A. A.(2006)。Why we watch and enjoy mediated sports。Handbook of sports and media。Lawrence Erlbaum Associates, Inc.。  new window
 
 
 
 
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