富邦悍將職棒隊參與觀賞動機對滿意度之研究

Study on Fubon Guardians professional baseball team's participation in viewing motivation to satisfaction

本研究目的探討富邦悍將職棒隊參與觀賞動機對滿意度模式，並應用AMOS統計軟體進行一系列的分析，於2018年4月11-12日台南市立體育棒球場富邦悍將VS統一獅施測300份；扣除填答不完整問卷25份，共計回收有效問卷275份，有效問卷回收率91.67%。研究結果顯示富邦悍將職棒隊參與觀賞動機對滿意度模式具有良好收斂效度、區別效度與模型適配度。且假設一：富邦悍將職棒隊參與動機對滿意度有顯著影響通過。因此根據研究結果提出具體建議如塑造明星球員與推銷周邊商品來增加富邦悍將職棒隊參與觀賞動機與滿意度。

The purpose of this study was to investigate Fubon Guardians professional baseball team's participation in viewing motivation to satisfaction model, and AMOS statistical software was applied for a series of analysis. Fubon Guardians VS UNI-LIONS was in Tainan City Sports Baseball Stadium on April 11th and 12th, 2018, and test 300 copies; 275 valid questionnaires were recovered in total after deducting 25 incomplete questionnaires, recovery rate of effective questionnaire was 91.67%. The results show that Fubon Guardians professional baseball team's participation in viewing motivation to satisfaction model has a good convergence validity, discriminant validity, and model fitting degree. And hypothesis one: Fubon Guardians professional baseball team's participation in the viewing motivation to satisfaction model has significant impact that passed. Therefore, specific suggestions are proposed according to the results, such as shaping star players and selling peripheral products could be adopted to increase Fubon Guardians professional baseball team's participation in viewing motivation and satisfaction.