| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 95 === The purpose of this study was to investigate baseball fans’ behavior of using cell-phone value-added services and their demand of sport adding value services. The self-redacted “A questionnaire on baseball fans’ consumer behavior and demand of cell-phone sport added value services” was used as the research tool, and the baseball fans who attended the games of the 18th year of professional baseball were selected as research subjects. Cluster sampling was adopted to ask spectators in the paired matches among six domestic professional baseball teams to fill out the survey. A total of 600 questionnaires were distributed, and 583 pieces were returned. 573 pieces were valid, and the valid response rate was 95%. The Cronbach’s α of the questionnaire scale reached .968, and the validity of this survey was also tested. Besides, descriptive statistics, one-way ANOVA, independent sample t-test, and regression analysis were selected to analyze collected data.
Several conclusions were made as follows;
1. It found that most of the subjects watched the baseball games 1~3 times and spent no more than NT$600 in the past year. By average, most of them spent NT$100 on cell-phone value-added services by a frequency range of 1-10 times every month, and each time lasted about 1-10 minutes.
2. Those who spent more money and time on cell-phone value-added services had higher demand of real-time information and game information provided in cell-phone value-added services.
3. Those who had a higher frequency of watching baseball games or spent more in the baseball field had a higher demand of cell-phone sport adding value services.
4. Male fans had a higher demand of real-time information about sport games, and female fans showed more interests in picture and ring tone download.
5. Professional baseball fans under age 20 (including 20) had a higher demand of real-time information provided in cell-phone sport adding value services.
6. Professional baseball fans studying in high schools / vocational high schools had the largest demand of cell-phone sport adding value services.
Additionally, several suggestions were provided for practitioners as well as future
study. First, telecom service providers should promote 3G cell-phone and 3G phone accounts through promotional sale or subsidy so as to enhance the prevalence of user tools and facilitate baseball fans’ adoption and utility of value-added services. Secondly, sport organizations can use cell-phones to establish an exclusive broadcasting channel or directly cooperate with telecom service providers on live broadcast. Thirdly, media community to establish a cell-phone broadcasting platform to enhance the exposure of live games using cell-phone as a medium. Finally, it was suggested that follow-up studies could perform qualitative interviews with telecom service providers, sport organizations, and media workers to understand the opinions from the industry, government, and the academia. It was believed that the promotion of cell-phone sport adding value services would be greatly benefited.
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