以S-O-R理論探討延伸性運動場景因素對中華職棒球迷的情緒與行為意圖之影響

Abstract

本研究採用刺激-情緒機制-反應 (Stimulus-Organism-Response, S-O-R) 理論探討延伸性運動場景因素對中職 (Chinese Professional Baseball League, CPBL) 球迷的情緒與行為意圖。本研究結合S-O-R理論與運動場景模型，並將運動場景 (Sportscape) 新增電子設備及後援會團長構面納入為延伸性運動場景進行探討。採用問卷調查法，依據文獻擬定十個構面 (工作人員、等待時間、場地美學、動線易達性、座椅舒適度、場地清潔度、電子設備、後援會團長、情緒感受、行為意圖) 共37題問項。並經由八位異質性專家建議後，修改十一題名詞解釋及八題中文語意。自2023年3月1日至2023年5月7日發放實體與線上問卷，發放795份問卷共收回718份有效問卷 (有效回收率90.3%)，並以SPSS檢驗問卷信效度、敘述性統計與AMOS檢驗結構方程模型。結果顯示，工作人員、等待時間、電子設備及後援會團長會對觀眾的情緒感受具有正向顯著影響；情緒感受會對行為意圖具有正向顯著影響；情緒感受為後援會團長對行為意圖之部分中介效果。研究建議中職管理者必須不斷改善棒球場之軟硬體設施而去增加觀眾球迷的情緒感受，提高觀眾情緒和球場的行銷價值；行銷人員可以增加賽前與賽中活動的多元性，藉此製造行銷話題增加觀眾球迷進場之意願提升，且考慮增加其他有趣的活動，例如舉辦球迷聚會、抽獎活動或舉辦球員簽名會等等，透過這些活動可以提升觀眾的參與感、歸屬感與情緒感受，同時也可以增加觀眾球迷對球隊的行為意圖。

This study used the Stimulus-Organism-Response (S-O-R) theory to examine the influence of extended sportscape factors on the emotions and behavioral intentions of Chinese Professional Baseball League (CPBL) fans. Integrating the S-O-R theory with the sportscape model, this study investigates the inclusion of Electronic device and Stadium announcer as dimensions of the extended sportscape. A questionnaire survey was conducted, comprising ten dimensions (employees, wait time, venue aesthetics, layout accessibility, seat comfort, venue cleanliness, electronic device, stadium announcer, emotion, and behavioral intention) with a total of 37 questions based on the literature. Eleven noun explanations and eight Chinese semantic items were modified according to suggestions from a variety of specialists. 718 people responded to an online and physical survey in this study and the result was considered valid. SPSS 23.0 and AMOS 24.0 were used to analyze the questionnaire's reliability, validity, descriptive statistics, and SEM. The results indicate that employees, wait time, electronic device, and stadium announcer have a significant positive impact on the emotional experiences of spectators. Emotional experiences significantly influence behavioral intentions, and emotional experiences partially mediate the relationship between stadium announcer and behavioral intentions. Based on the findings, it is recommended that CPBL managers continuously improve the facilities of baseball stadiums to enhance the emotional experiences of the spectators and increase the marketing value of the venues. Furthermore, marketers can diversify pre-game and in-game activities to generate marketing enhance the willingness of fans to attend matches. Additionally, considering the inclusion of other engaging activities such as fan gatherings, raffles, or player autograph sessions can increase audience participation, sense of belonging, emotional experiences, and it can also enhance the behavioral intentions of the audience and fans towards the team.