統一獅觀賞動機對滿意度影響模式之實證研究

Empirical Study on Viewing Motivation of Uni-President Lions to Satisfaction and Influence Mode

本研究目的探討中華職業棒球大聯盟統一7-ELEVEn獅之球迷觀賞動機對滿意度影響之研究。研究方法應用問卷調查法進行，資料分析以SPSS12.0進行敘述性統計並應用AMOS 21.0進行結構方程模式分析模式之配適度與動機對滿意度的影響。本研究統一獅球迷作為研究物件，發放302份問卷，回收302份有效問卷，有效問卷回收率100%，其問卷題項包含球迷觀賞動機量表、球迷滿意度量表，以及個人基本資料合計三部份，量表採用李克特七點式量表作為衡量尺度。研究結果顯示研究樣本以男性、未婚、大專學歷為居多，結構模式分析結果顯示動機對滿意度具顯著影響，路徑係數達0.93*(p<0.05)|整體模型配適度良好，且模式符合收斂效度、區別效度、交叉效度與共同方法變異。研究者依據研究結果，提供四項提升球迷觀賞動機之建議：(一)落實屬地經營理念(二)創新主場活動(三)強化明星球員之塑造、並提升球隊戰力，讓比賽更加精采刺激(四)建立球員良好形象，加強球員管理與規範|望能有機會提供統一球團作為實務與未來研究之參考。

The purpose of this research was to discuss the influence on viewing motivation to satisfaction of baseball fans for Uni-President 7-Eleven Lions in Chinese Professional Baseball League. The research was conducted by questionnaire method, data analysis applied SPSS12.0 for descriptive analysis and applied AMOS 21.0 for SEM analysis to analyze the influence between model fitness and motivation and satisfaction. This research took baseball fans of Uni-President Lions as research objects. A total of 302 questionnaires were distributed, in which, 302 questionnaires were validly completed, and the effective recovery ratio was 100%. The questionnaire included 3 parts: fans viewing motivation scale, baseball fans satisfaction scale and individual basic data. The scale applied Seven-point Likert Scale as measurement scale. Research results showed: in research samples, people who were male, unmarried or with junior college degree took the most. The result of structural model analysis showed motivation had significant influence on satisfaction and path coefficient = 0.93* (p<0.05)| the overall model fit was good and the mode conformed to convergent validity, discriminant validity, cross validity and common method variance. According to the research results, the researchers had put forward four suggestions to improve viewing motivation of baseball fans and hope to have the opportunity to provide Uni-President Lions a reference for practice and future research.