運動賽會運動場館設施與現場觀眾滿意度關係之研究－－以臺中洲際棒球場第37屆世界盃棒球賽為例

The relationships between spectators satisfaction and sport facility factors: The 37th World Cup Baseball Games in Taichung Continental Baseball Field

目的：本研究之主要目的為在控制非運動場館設施構面後，探討運動場館設施構面是否能預測現場觀眾滿意度。方法：本研究係透過問卷調查法以探討觀賞性運動的觀眾滿意度，回收之有效問卷共181份，有效問卷回收率78％。本研究對象為參與2007年臺中洲際棒球場第37屆世界盃棒球賽之現場觀眾。本研究之信度考驗係以Cronbach’s α係數求取量表內部一致性程度（α值介於.76～.93）；本研究量表具有良好之內容效度。結果：從多元線性迴歸分析探討整體滿意度之結果得知，五項運動場館設施構面中，「場館美觀感受」、「計分板感受」與「佈局動線感受」等構面達到正向顯著水準（p＜.05）。進一步地，從多元階層迴歸分析之結果得知，在控制了非運動場館設施構面（「中華隊戰力表現」與「工作人員專業程度」）後，五項運動場館設施構面中，只有「佈局動線感受」仍達到顯著水準，且所增加的3.8％的解釋變異量達顯著水準。結論：本研究建議，運動場館規劃者或經營者應將影響運動場館品質之各項因素進行整體考量與改善，除了加強場館之動線規劃，並同時改善運動賽會工作人員之專業程度等，即應將運動場館構面與非運動場館構面納入整體行銷計畫中，以提升現場觀眾滿意度，進而促使觀眾再度回到球場觀賞賽事。Purpose: This current study was to investigate if sport facility factors can predict spectators' satisfaction before and after controlling the non-sport-facility factors. Methods: Questionnaires were distributed using convenience sampling to the spectators attending the 37th World Cup Baseball Games in Taichung Continental Baseball Field. One hundred and eighty one usable questionnaires were collected with a response rate of 78%. Cronbach's α revealed that the instrument possessed acceptable reliability (76~93); also, prior research showed that the instrument had content validity. Results: The results from the multiple linear regression analysis revealed that three of the five sport facility factors under study (aesthetics, scoreboard, and layout) were positively significant predictors of spectators' satisfaction. However, the outcomes from the multiple hierarchical regression analysis showed that only layout factor remained significant predictor for spectators satisfaction after controlling the non-sport-facility factors under study (Team Chinese Taipei performance and staff) with 3.8% of variance explained. Conclusion: numerous studies have shown that sport facility factors were predictors for spectators' satisfaction; however, aesthetics and scoreboard were no longer predictors for spectators' satisfaction after controlling the non-sport-facility factors. As a result, sport facility managers should pay more attention to the layout factor in addition to other factors in order to increase spectators' satisfaction.