中華職棒大聯盟現場觀眾對球場氣氛、體驗價值與再購意願之研究

A Study of Spectators5 Stadium Atmosphere, Experience Value, and Repurchase Intention for the CPBL

本研究目的在於探討觀賞中華職棒比賽之現場觀眾對球場氣氛營造的體驗 價值與再購意願之關係。以「球場氣氛、體驗價值與再購意願問卷」為研究工具， 包括球場氣氛量表、體驗價值量表、再購意願量表與消費者特性問卷。以2015 年職棒26年四支球隊主場現場觀眾為研究對象，透過立意抽樣的方式進行問卷調 查，共收集599份有效問卷。並依研究目的，以描述性統計、相關與一般多元迴 歸分析進行資料處理與分析。結果發現中華職棒現場觀眾主要以男性、21-30歲、 大學學院專科者為多，觀賞比賽以同學、同事、朋友一起者為最多；球場氣氛、 體驗價值與再購意願間呈現顯著的正相關；球場氣氛之「球隊整體」與體驗價值 之「消費者投資報酬」、「美感」、「趣味性」等4個構面對再購意願具有顯著 的預測能力。本研究建議球團應持續穩固主要觀眾人口，並增加其他觀眾客群的 比例進場欣賞比賽，球團也要經營具備球隊特色球場氣氛創造差異，增加進場觀 眾的體驗價值，使觀眾願意再度回到球場觀賞比賽。

This study aimed to explore the relationships among spectators’ stadium atmosphere， experience value and repurchase intention for the CPBL events. The study was done with 599 valid questionnaires completed by spectators of the CPBL 4 home teams. The instruments included demographics， atmosphere， experience value， and repurchase intention scale. Based on the descriptive statistical analysis， correlation analysis， and multiple linear regression analysis， the results were as follows: The majority of spectators were male， aged 21-30， and college-educated. Besides， there were differences among spectators’ demographics on the spectators stadium atmosphere， experience value and repurchase intention. Also， there were highly correlated relationship among the stadium atmosphere， experiential value and repurchase intention. The entire team performance， consumer return on investment， aesthetics， and playfulness to repurchase intention were significant indicators for the repurchase intention. According to the results of this study， the professional baseball managers are suggested to maintain and enhance the main population， develop other groups of spectators， operate the distinguishing stadium atmosphere， and enhance the spectators’ experience value so that they may come back to watch the baseball game.