國際網球賽觀眾現場氣氛及體驗價值對再購意願之研究

Abstract

台維斯盃被稱為網球世界盃是正式的國際網球賽事，台灣男子網球從2022年以來不斷創造佳績，無論從觀眾觀賞及賽事承辦角度都是難得機會在台灣看到正式國際網球一級賽事。在觀賽的過程中現場氣氛及體驗價值會影響觀眾的再購意願，瞭解觀眾的觀賽感受也能對於未來承辦國際賽事有所助益。故藉由本研究探討國際網球賽事觀眾人口特性現況及現場氣氛感受、體驗價值認知與再購意願相關情形，讓國際網球賽事主辦單位透過經營具地主優勢特色的活動氣氛，增進進場現場觀眾的體驗價值，使現場觀眾願意再度購票進場觀賞網球賽事。本研究對象為2024年中法台維斯盃世界組總決賽資格戰的現場觀眾，透過立意抽樣方式在現場發放電子問卷，本研究共發放500份問卷，回收404份有效問卷。研究使用Cronbach’s α係數來評估量表的信度，並採用描述性統計、獨立樣本t檢驗、單因子變異數分析、皮爾森積差相關分析以及一般線性迴歸分析進行資料處理和分析。研究工具包括參與者的基本資料、體驗價值以及再購意願量表。研究結果有：(一) 參與國際網球賽事之現場觀眾主要是以男性、居住於北部、未婚者居多，年齡層平均年齡為33歲、從事商業為最多，多為大專大學之教育程度、每月收入超過新臺幣40,001元。(二) 不同婚姻狀況的之現場觀眾對國際網球賽體驗價值之「趣味性」及再購意願有顯著差異。(三) 現場觀眾之體驗價值與再購意願為顯著的正相關；體驗價值對再購意願為顯著預測力。本研究建議國際網球賽事主辦單位可增加球場現場氣氛，提供更多參與體驗價值誘因，並針對觀眾回饋的需求持續改善功能，以增加現場觀眾再次至現場觀賽意願，進一步提升國際網球賽事的服務品質。關鍵詞：台維斯盃網球賽、服務品質、運動行銷、消費者行為The Davis Cup, often referred to as the World Cup of Tennis, is an official international tennis event. Since 2022, Taiwanese men’s tennis has been continuously achieving remarkable results, offering a rare opportunity for spectators and organizers in Taiwan to witness a premier international tennis event. The atmosphere and experiential value at the event can significantly influence spectators’ willingness to purchase tickets again. Understanding the spectators’ experiences can also provide valuable insights for future international event hosting. This study aims to explore the demographic characteristics of international tennis event spectators, their perceptions of the on-site atmosphere, experiential value, and willingness to repurchase tickets. By doing so, it provides international tennis event organizers with insights on how to enhance the on-site experience by leveraging unique local characteristics to increase the experiential value for spectators, thereby encouraging repeat ticket purchases. The study focuses on the spectators of the 2024 Davis Cup World Group qualification match between China and France held in Taiwan. Using purposive sampling, electronic questionnaires were distributed on-site, resulting in 500 questionnaires being distributed and 404 valid responses being collected. The study employs Cronbach's α coefficient to assess the reliability of the scales and uses descriptive statistics, independent sample t-tests, one-way ANOVA, Pearson correlation analysis, and general linear regression analysis for data processing and analysis. The research tools include participants' basic information, experiential value scales, and repurchase intention scales. The research findings are as follows: 1. The majority of on-site spectators at international tennis events are male, residing in the northern region, predominantly unmarried, with an average age of 33 years. Most are employed in the business sector, possess a college or university education, and have a monthly income exceeding NT$40,001. 2. Significant differences were found in the"fun" aspect of experiential value and repurchase intention among spectators with different marital statuses.3. There is a significant positive correlation between the experiential value and repurchase intention of on-site spectators; experiential value has a significant predictive power on repurchase intention. The study suggests that international tennis event organizers should enhance the on-site atmosphere, provide more incentives for engaging experiential value, and continuously improve functionalities based on spectator feedback. This approach aims to increase the likelihood of spectators returning to the events, ultimately improving the service quality of international tennis events.Keywords: Davis Cup – The World Cup of Tennis, service quality, sports marketing, consumer behavior