2023 WBC 經典女孩吸引力、觀賞動機與滿意度之關係研究

The Relationship among 2023 WBC Classic Girls' Attraction, Viewing Motivation and Satisfaction Research

本研究旨在探討吸引力、觀賞動機與滿意度之關係，並進一步探究觀賞動機在吸引力與滿意度間的中介效果。以2023 WBC觀眾為研究對象，使用「吸引力量表」、「觀賞動機量表」與「滿意度量表」等工具進行資料蒐集，計得有效樣本520份。將所得資料運用描述性統計、驗證性因素分析與結構方程模式等進行分析。結果發現：吸引力正向且顯著影響觀賞動機；吸引力正向且顯著影響滿意度；觀賞動機正向且顯著影響滿意度；觀賞動機於吸引力與滿意度之間，具有顯著之中介效果。本文亦提出若干管理意涵與未來研究方向之建議。

This study explored the relationship among attraction, viewing motivation and satisfaction, and gradually explored the intermediate effect of viewing motivation on attraction and satisfaction. Taking the 2023 WBC audiences as the research object, the ''Attraction Scale'', ''Viewing Motivation Scale'' and ''Satisfaction Scale'' were used to collect data, and a total of 520 valid samples were obtained. The obtained data were analyzed using descriptive statistics, confirmatory factor analysis and structural equation model. The results show that attraction positively and significantly affects viewing motivation; attraction positively and significantly affects satisfaction; viewing motivation positively and significantly affects satisfaction; viewing motivation has a significant mediating effect between attraction and satisfaction. Based on the results, suggestions for future study and implications for managerial practice are provided.