中華職棒虛擬社群參與行為意圖模式之研究

A study on behavioral intention model among virtual community in the Chinese Professional Baseball League

目的：本研究以計畫行為理論為基礎，旨在建構中華職棒虛擬社群成員參與行為意圖模式。方法：本研究於2009年10月間，以曾參與中華職棒與各球隊社群媒體之社群成員為研究對象，並以「中華職棒虛擬社群參與行為意圖模式問卷」進行調查，接續以描述性統計與結構方程模式進行資料分析。結果：一、職棒社群成員以25歲以下、大專校院之學生族群為主，且為賽事轉播重度觀賞者；二、社群成員多持正面態度，自我知覺行為控制在中上水準，而在重要參考群體之規範效力則較低；三、依據計畫行為理論所建構之職棒虛擬社群參與行為意圖模式，模式與樣本資料適配度達可接受標準，並以知覺行為控制最能影響其參與社群討論的行為意圖。結論：基於以上發現，建議中華職棒聯盟與球團虛擬社群經營者應更掌握虛擬社群參與者之結構特性，主動提供有趣話題激發社群成員討論，促進社群成員參與、提升網站流量，進而為聯盟與球團帶來收益。Purpose: This study constructed the behavioral intention model of virtual community in the Chinese Professional Baseball League based on the theory of planned behavior. Methods: The subjects were participants who had participated in the discussion of CPBL and four teams' social media. A self-developed questionnaire 'Questionnaire of Virtual Community Participants Behavioral Intention Model in CPBL' was used as the instrument. Descriptive statistics and Structural Equation Modeling (SEM) were used for data analysis. Results: 1. The demographics of virtual community participants were predominantly aged 25 and below, college students and heavy media users. 2. In this model, perceived behavioral control and attitude could mainly influence virtual community behavioral intention, while subjective norm had no significant effects on the behavioral intention. 3. CPBL virtual community behavioral intention model based on TPB reached an acceptable level. Conclusion: According to the results, the researcher suggested the league and teams should get over the characteristics of virtual community and actively contribute interesting topics, in order to improve the virtual community participation and website traffic, as well as bringing in revenue for the league and team.