臺北市籃球俱樂部參與者參與動機、持續涉入與滿意度之相關研究

Abstract

本研究旨在探討臺北市籃球俱樂部參與者參與動機、持續涉入、滿意度之間的關係，並採取半結構式訪談法，以瞭解臺北市籃球俱樂部立地條件、市場經營、消費潛力、策略輔導現況、滿意度。問卷調查法研究對象為臺北市籃球俱樂部之參與者（含APAL行動力運動聯盟、SBBL籃球聯盟、中正籃球聯盟），訪談對象為三個俱樂部之經營者。問卷調查法共發出576份問卷，有效問卷計有272份。利用描述性統計、獨立樣本t檢定、單因子變異數分析、Pearson相關分析、迴歸分析、質性分析等方法分析後，主要研究結果如下：成立條件方面，臺北市籃球俱樂部均在室內場館。市場經營方面，經營者有分個人、行銷公司以及運動中心，皆在假日進行比賽。每季成本約40萬元，且有獲利空間。行銷手法上透過電子通路宣傳、收取費用採取差別訂價。策略輔導方面：缺乏相關輔導策略，各俱樂部認為合併之可能性不高。臺北市籃球俱樂部參與者多在21-40歲間，顯示參與者以青壯年居多。婚姻狀況以未婚最多，參與者學歷大多在大學（專）以上，參與者職業以上班族與學生為主，每月個人收入（零用金）部分多在50,000元以下，居住地位於臺北縣市居多。臺北市籃球俱樂部參與者人口統計變項對參與動機、持續涉入、滿意度有顯著影響，參與動機與持續涉入有顯著相關，臺北市籃球俱樂部參與者滿意度的迴歸方程式為：臺北市籃球俱樂部參與者滿意度=9.23+.04（身心健康需求)+.07（分享需求)+.07（社會需求)+.07（成就需求)+.25（吸引力）。

The purpose of this study was to investigate participate motivation, enduring involvement and satisfaction of basketball club participants in Taipei. The method adopted in this study was questionnaire survey which were analyzed by descriptive statistics, factor analysis, -ttest, one-way ANOVA, Pearson product-moment correlation and regression, semi-structured interview. Distributing 576 questionnaires and 272 questionnaires were valid. According to the research results, all basketball club in Taipei in the gym, all the operator were different, cost approximately 400,000 a league. The results from this study showed that participants were mainly between 21 to 40 years old and their occupation were mainly students and employee. Education level was “college” and they were mostly not married. Their income was below NT$50,000. The demographic statistics resulted significant difference with motivation, enduring involvement and satisfaction. The equation of Taipei basketball club participants’ equation were: 9.23+.04（health and psychology demand)+.07（share demand)+.07（social demand)+.07（achievement demand)+.25（attraction）.