| Summary: | 碩士 === 國立臺灣體育學院 === 運動管理學系碩士班 === 98 === The purpose of this study is to explore the relationship among HBL spectators’ participative motivation, game identification, participative satisfaction, and game loyalty. The subjects of this study are spectators Taiwan 31 HBL. A total of 550 questionnaires were sent out and 513 valid questionnaires were received. The response rate of valid questionnaires was 93.3%. The canonical analysis, T test, and one-way ANOVA were used to analyze the collected data.
The results show as follows: First, the significant correlation between participative motivation, game identification, participative satisfaction, and game loyalty are obtained. Second, in terms of demographic, spectators of different academic background, exercise hobbit, and basketball play frequency are significant in participative motivation; spectators of different basketball play frequency is significant in game identification; spectators of different sex, age, academic background, exercise hobbit, and basketball play frequency are all significant in participative satisfaction; spectators of different academic background, and basketball play frequency are significant in game loyalty. Finally, conclusion and suggestion are discussed.
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