A Study of the Spectators’ Experience about Home-Field for the Chinese Professional Baseball League, Satisfaction and Behavior Intention – A Case Study of Taoyuan Lamigo Monkeys

• Main Authors: Ya-Chien Chuang, 莊雅倩
• Other Authors: Cheng-Jong Lee
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/pywyu2

碩士 === 大葉大學 === 運動健康管理學系 === 103 === In view of the home business plays a critical part in the professional baseball game, a successful home business model will increase the baseball fans’ satisfaction towards the game and also make them be willing to pay for the game. However, since the home business for the Chinese Professional Baseball League was still under established, the study of the spectators’ experience about home-field for the Chinese Professional Baseball League, satisfaction and behavior intention was relatively few. Therefore, this study chosed the home-field’s spectators as the object of the study in order to explore the relationship among the experience, satisfaction, and behavior intention. The research method this study adopted was questionnaire survey, analysis tool was SEM, and survey objects were Taoyuan Lamigo Monkeys’ home-field spectators. 301 valid questionnaires were retrieved. The results found that: 1) spectators’ experience had a direct impact on the satisfaction; 2) satisfaction had a mediating relationship between between experience and behavior intention. This study also made a suggestion as a reference to Chinese Professional Baseball League and Taoyuan Lamigo Monkeys based on the study result.