中華職棒現場觀眾對球場設施使用期望與滿意度之研究

Abstract

職業運動是社會經濟重要的一環，它是結合運動服務/資訊產業、運動用品產業及運動設施與空間產業等三種產業的複合領域，而我國職棒在媒體的帶動之下，逐漸受到國人的喜愛，球迷進場看球所帶來一連串的價值體系，為職棒的商機所在，是以，球場的設計考量不再只是競技使用，如何提供觀眾所需的空間，係未來球場規劃的重點，因此，本研究以中華職棒現場觀眾為研究對象，採問卷調查方式，以便利抽樣法施行，旨在瞭解現場觀眾對球場設施的使用期望與滿意度。問卷發放時間為2009年4、5月職棒季賽期間，在天母、新莊、臺中、臺南及澄清湖等球場各抽取一場比賽進行施測，共得到404份有效問卷，所得資料運用描述性統計、單因子變異數分析、期望失真模式及重要-表現程度分析法獲得以下研究結果：一、中華職棒現場觀眾以大專院校之學生為主，對球場設施的使用期望高於滿意度，普遍有不滿意的情形；二、個人月收入為60,001（含）以上及支持球隊為興農牛隊之現場觀眾，對球場停車、基礎及安全設施的滿意度較低；三、中華職棒現場觀眾整體而言，對觀眾席及廁所等球場基礎設施，在使用期望與滿意度兩者間的落差較大，且達到顯著差異；四、國內棒球場最需要改進的設施包括了停車場、觀眾席、廁所、大型電子顯示幕及飲水機等設施。故建議職棒聯盟應善用有限資源並參考本研究之結果，針對需加強改善及持續維持之球場設施進行補強與維護。The purpose of this study was to examine the spectators’ expectation and the satisfaction with the use of baseball field facilities. A survey was conducted during the baseball season lasting from April through May in 2009. A total of 404 spectators of Chinese Professional Baseball League (CPBL) participated in this study. The results were as follows: (a.) The majority of CPBL spectators were college students, whose expectations on the use of facilities were significantly higher than their satisfaction. (b.) The spectators whose income was higher than NT$60,001 per month supported the Sinon Bulls baseball team. Most of them were dissatisfied with the parking, basic and safety facilities. (c.) A significant difference between spectators’ expectation and satisfaction on the hygiene facilities and the auditorium was found. (d) The baseball field facilities, including the parking lot, the auditorium, the toilet, and the electronic display screen needed urgent improvement. Based on the findings of this study, it is suggested that the administrators of CPBL should do their best to improve and upgrade the baseball field facilities in order to attract more spectators.