教師著作

Permanent URI for this collectionhttp://rportal.lib.ntnu.edu.tw/handle/20.500.12235/78999

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Author: search.filters.author.呂宛蓁

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    大型運動賽會場館規劃佈建之研究
    (2006-01-01) 鄭志富; 張川鈴; 呂宛蓁
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    參賽選手對主辦企業之認同與購買意願研究
    (2006-01-01) 呂宛蓁; 鄭志富; 黃幸玲; 楊振興
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    國光體育獎章實施現況之分析
    (臺灣體育運動管理學會, 2007-08-01) 呂宛蓁; 鄭志富
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    職棒觀眾觀賞行為意圖模式之研究
    (中華民國大專院校體育總會, 2008-09-01) 呂宛蓁; 鄭志富
    本研究以計畫行為理論為基礎，旨在建構職棒觀眾觀賞行為意圖之模式，進而探討職棒現場觀眾之態度、主觀規範、知覺行為控制對行為意圖之影響。本研究以2007年3月至4月間前往中華職棒觀賞比賽之現場觀眾444名為研究對象，以「職棒觀眾觀賞行為意圖模式問卷」進行調查，並以描述統計、結構方程模式進行資料分析，所得結論如下：一、依據計畫行為理論所建構之職棒觀眾觀賞行為意圖模式，模式與樣本資料的適配度達可接受水準。二、知覺行為控制最能影響觀眾觀賞職棒的行為意圖，其次為態度，主觀規範對行為意圖的影響力不顯著。基於以上發現，建議職棒聯盟與球團應增加觀眾之觀賽便利條件（如交通、友伴等），並善用行銷策略來塑造職棒球員之知名度，加強觀眾對職棒之正向態度，以刺激其觀賞意願。而針對未來研究，可將此模式應用於其它職業運動領域中，並依據實證資料來建構完整模式，作為職業運動經營與行銷策略規劃上之參酌。
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    臺灣地區各縣市體育館營運績效評估之實證研究
    (中華民國大專院校體育總會, 2006-06-01) 鄭志富; 呂宛蓁; 曹校章
    Studies on sports facilities in Taiwan indicated that effective performance assessment is necessary for facility management. Balanced Scorecard (BSC) could be used to assess the organization performance of sports facilities and reflect environmental changes and customers' demands. Therefore, this study appraised the operation performance of gymnasiums in eighteen counties and cities in Taiwan. A self-developed questionnaire of "Analytical Hierarchy Process (AHP) of Operation Performance Appraising County and City Municipal Gymnasiums" was used to evaluate the current performance assessment system through interview, document analysis, and the BSC. The results indicated that: First, the customers were the most important factor of all. And "customers' satisfaction" occupied over 70% in customer dimension. It showed that the customers' needs would be the core of the gymnasium operation in the future. Second, after evaluating, we could know that the financial dimension performed best in operation, followed by the internal procedure dimension. There were differences between planning and performance. Therefore, we should consider the internal and external environments to respond to the customers' needs when making plans. Third, the results showed that Taipei and Kaohsiung did best in coverall performance. On the contrary, the Tainan County Stadium had inferior performance in financial and internal procedures, and innovation and learning dimensions because of constructional factors.