2025世界棒球經典賽資格賽現場觀眾對球場氣氛、體驗價值與再購意願之研究

Abstract

球場氣氛的營造會對現場觀眾帶來不同的體驗滿意度。球場所營造的環境氣氛不僅影響觀眾在體驗價值上的感受，還能塑造更佳的賽事印象，進一步促成正向的消費體驗，促進購買決策及提高滿意度。本研究旨在探討現場觀賞國際棒球賽事的觀眾對球場氣氛營造認知、體驗價值感受與再購意願知覺間的關係。研究對象為2025世界棒球經典賽資格賽的現場觀眾，採分層隨機抽樣方法，於比賽現場6個出入口隨機進行面對面電子問卷調查。共發放問卷6,556 份，回收2,196份，其中有效問卷共計2,051份。本研究所使用之工具包括「球場氣氛量表」、「體驗價值量表」、「再購意願量表」及「觀眾基本資料調查」。資料處理及分析方法包含描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析及一般多元迴歸分析。研究結果顯示：一、現場觀眾以男性為主，年齡集中在36-45歲，居住於北部地區，多數觀眾有至大巨蛋觀賽的經驗，門票取得以預售票為主，座位區域多選擇「L2外野區」及「B1外野區」，約4成觀眾有購買本次賽事周邊商品，學歷以大專為主，同行者多為同學、同事或朋友，每月平均收入以「50,001元以上」比例最高；二、不同性別、居住地、觀看場次、觀賽經驗、至大巨蛋觀賽次數、門票取得方式、購買周邊商品、賽事同行夥伴、教育程度、職業及月收入等變項，在「球場氣氛」構面上呈現顯著差異；三、不同性別、居住地、觀看場次、觀賽經驗、至大巨蛋觀賽次數、門票取得方式、購買周邊商品、教育程度及月收入等變項，在「體驗價值」構面上呈現顯著差異；四、不同年齡、居住地、觀看場次、觀賽經驗、至大巨蛋觀賽次數、座位區域、購買周邊商品、教育程度及月收入等變項，在「再購意願」構面上呈現顯著差異；五、球場氣氛、體驗價值與再購意願之間呈現顯著正相關；六、球場氣氛中的「球迷多寡與熱情」、「專業人員行為」、「電子設備」及「場地狀況」構面，以及體驗價值中的「消費者投資報酬」、「服務優越性」、「美感」與「趣味性」構面，對再購意願具有顯著的預測力。本研究結果可供未來於臺北大巨蛋舉辦賽事的單位及刻正規劃興建巨蛋場館的政府機關參考，建議重視球場氣氛營造與觀眾體驗的提升，以促進場館的長期運營效益。

The creation of stadium atmosphere can bring varying levels of satisfaction to the live audience's experience. The environment and ambiance cultivated by the stadium not only affect the audience's perception of experiential value but also shape a better impression of the event. This, in turn, fosters positive consumption experiences, promotes purchasing decisions, and enhances satisfaction. This study aims to explore the relationship between live spectators' perceptions of stadium atmosphere creation, their experiential value, and their perceived willingness to repurchase while attending international baseball games. The research subjects are live spectators of the 2025 World Baseball Classic Qualifiers, utilizing a stratified random sampling method with face-to-face electronic surveys conducted at six entrances of the stadium. A total of 6,556 questionnaires were distributed, with 2,196 returned, and 2,051 valid responses collected. The research tools include the"Stadium Atmosphere Scale," "Experience Value Scale," "Repurchase Intention Scale," and "Spectator Demographic Information." Data processing and analysis methods included descriptive statistics, independent sample t-tests, one-way ANOVA, Pearson product-moment correlation analysis, and multiple linear regression analysis.The results of the study are as follows: 1.The live spectators were predominantly male, aged between 36-45, residing in northern regions, with most having prior experience attending games at the Taipei Dome. Tickets were primarily obtained through pre-sales, and seating areas were mostly in the"L2 Outfield Zone" and "B1 Outfield Zone." Approximately 40% of spectators purchased merchandise related to the event. Educational background was mainly university-level, and companions were often classmates, colleagues, or friends. Monthly income was highest in the "above 50,001 NTD" category. 2.Significant differences in the "stadium atmosphere" dimension were observed based on variables such as gender, residence, number of games attended, prior game attendance experience, frequency of visitsto the Taipei Dome, ticket acquisition method, merchandise purchases, event companions, education level, occupation, and monthly income. 3.Significant differences in the"experience value" dimension were observed based on variables such as gender, residence, number of games attended, prior game attendance experience, frequency of visits to the Taipei Dome, ticket acquisition method, merchandise purchases, education level, and monthly income. 4.Significant differences in the "repurchase intention" dimension were observed based on variables such as age, residence, number of games attended, prior game attendance experience, frequency of visits to the Taipei Dome, seating area, merchandise purchases, education level, and monthly income. 5.There is a significant positive correlation between stadium atmosphere, experience value, and repurchase intention. 6.Specific dimensions of the stadium atmosphere, including"spectator turnout and enthusiasm," "professional staff behavior," "electronic facilities," and "venue conditions," as well as dimensions of experience value such as "consumer return on investment," "service excellence," "aesthetic appeal," and "fun," have significant predictive power for repurchase intention.The findings of this study can serve as a reference for organizations hosting events at the Taipei Dome in the future and for government agencies currently planning the construction of domestadiums. It is recommended to prioritize the creation of a compelling stadium atmosphere and enhance spectator experiences to promote the long-term operational benefits of such venues.