| Summary: | 碩士 === 國立臺灣體育運動大學 === 運動管理學系碩士班 === 103 === Abstract
This study looks at the effect of play against combination, stadium facilities and surrounding activities on fan behavioral intention amongst Chinese Professional Baseball League (CPBL) fans in the Tainan Municipal Baseball Stadium and the Taoyuan International Baseball Stadium. The study also analyzesd different background variables of the audience and their circumstancial differences. Research tools include play against combination, stadium facilities, surrounding activities and behavioral intention scales. The target of this study are the baseball audience from Tainan Municipal Baseball Stadium and the Taoyuan International Baseball Stadium in 2014 Season Numbers 181, 183, 197 and 199 (on four days: 19, 21, 30, 31 August 2014). A total of 430 questionnaires were sent out and 425 were then retrieved of which 420 were valid, so the effective rate was 98.8%. Based on the actual surveys recovered, the following analyses were performed for data correlation analysis: descriptive statistics, repeated measures ANOVA, multivariate analysis of variance, LSD, Scheffe’s test, post-hoc comparisons, pathway analysis and other statistical methods. The results of the study showed: part of the validated results showed audience with different backgrounds had different behavioral intention with regards to play against combination and surrounding activities, where these 3 factors had a positive impact on behavioral intention. This study hopes to adopt Tainan Municipal Baseball Stadium and the Taoyuan International Baseball Stadium as home to Uni-President 7-Eleven Lions and Lamigo Monkeys thereby adjusting the future business strategy of the management team. Thereby provide higher quality play against combination, stadium facilities and surrounding activities that will increase fans’ positive behavioral intentions so return the stadium. Further, it provides governments a reference for future professional baseball plans and strategies.
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