| Summary: | 碩士 === 國立臺灣師範大學 === 體育學系 === 93 === Abstract
The primary purpose of this study was to understand the relationship among motivation, satisfaction, and behavioral intention in SBL (Super Basketball League). This research with questionnaire, sampled 7 games in April of 2005. It studies the result as follows:
1.Most of the spectators were “females”. Their age were between 16 and 25. Most of the spectators were “Students”, in particular those at college or university level. Most of the spectators were “Unmarried spectators”. Most of their monthly income were “below NT$3,000”. Most of the spectators supported Taiwan basketball team. Those who regularly play basketball made up the majority, especially those who play basketball once or twice a week. Those who had previously attended basketball games made up the majority as well. Of the spectators, those regular viewers of NBA were the majority, especially those who view NBA once or twice a week. Of the spectators, those regular viewers of SBL were the majority, especially those who view SBL once or twice a week. Most of the spectators appreciated the SBL , who looked SBL once or twice a month. Most of the spectators were not appreciated the CPBL. Appreciate the CPBL, who looked CPBL once or twice a month. Most of them are on getting up with the friend. Most of the spectators purchased the ticket price to NT$150.
2.According to the results, the analysis of the attendance motivation, the top three responded by the respondents with consent are: “I attended the games because of my personal interests”, “the fascinating incitement of the SBL attract” and “the player's performance in the games.”
3.According to the results of satisfactory, the top three responded by the respondents with consent are: “the overall excitement of the entire games”, “ See the atmosphere of the ball” and “the players’ performance in the games”.
4.In the analysis on different attendance motivation, “gender”, “age”, “occupation”, “education level”, “marital status”, “monthly income”, “habits in playing basketball”, “ frequency in playing basketball weekly” , “habits of watching NBA”, “ frequency of watching NBA weekly” , “habits of watching SBL”, “ frequency of watching SBL weekly” , “Have ever appreciated the SBL” ,“frequency of watching SBL monthly” and “Purchase the ticket price” show significant difference in the factors of attendance motivation.
5.In the analysis of the different satisfaction level, “age”, “occupation”, “education level”, “monthly income”, “habits in playing basketball”, “ frequency in playing basketball weekly” , “habits of watching NBA”, “ frequency of watching NBA weekly” , “habits of watching SBL”, “ frequency of watching SBL weekly” , “Have ever appreciated the SBL” ,“frequency of watching SBL monthly” and “Purchase the ticket price “show significant difference in the factors of the satisfaction level of participation.
6.The analysis on the interrelationship between attendance motivation and satisfaction level indicates significant difference.
7.The motivation, satisfaction and Behavior intention are closely related to each other.
Key words：Super Basketball League(SBL), consumer behavior, behavioral intention
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