Audience Motivation, Viewing of Satisfaction and Revisiting Intentions in Enterprise Volleyball League.

• Main Authors: Li, Kuo-Ming, 李國銘
• Other Authors: Huang, Chi-Ming
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u9yvwh

碩士 === 遠東科技大學 === 休閒運動管理碩士學位學程 === 106 === The purpose of this study is to analyze the relationship with the audience’s motivation, viewing satisfaction, and revisiting intention in the Enterprise volleyball league. The audience of Enterprise volleyball leagues has the viewing motivation and viewing satisfaction to predict the intention to revisit the games. Self-designed questionnaires were used to conduct surveys and investigations in a convenient manner. A total of 450 questionnaires were tested and 408 valid questionnaires were made (effective rate was 90.67%). After descriptive statistics, independent sample t-test, single-factor analysis of variance, and multiple stepwise regression tests, the conclusions are: 1. The audience of the Enterprise volleyball league is mostly dominated by young women in college. 2. The most important spectating motivation for the audience in Enterprise volleyball leagues is attraction, followed by social needs, entertainment and personal preferences in order; the highest score for viewing satisfaction is professional performance, and then the service. The audience is willing to enter the game again to watch the game. 3. Spectating motivation and viewing satisfaction have a significant prediction for revisiting intention.