| Summary: | 碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 97 === The number of attendance and audience of professional baseball spectators in Taiwan have decreased year by year. However, when referring to the literatures, most researchers related to professional baseball spectator focused on attendance. The purposes of this study were to realize the difference among various levels of baseball spectator behavior, and to examine the relation between spectator motivations and constraints.
A questionnaire-survey approach was adopted and 424 valid responses were analyzed. Chi-Square test, one-way ANOVA and canonical correlation were used for data analysis. The following results were indicated:
1.There were differences in gender, age, city, favorite team, motivation and constraint among different spectator groups.
2.For non-frequent spectators, the ratios of female, young people and those who didn’t have favorite team were higher than other spectator groups. The intensity of motivation was the weakest yet the intensity of constraints was the strongest.
3.Most of TV spectators ranged in age from 19 to 25 years old. The motivation for entertainment, fanship, and interest in baseball were in a middle level. There was no difference on constraints compared to other groups, except for lack of interest.
4.Most of on-site spectators were 26-35 years old. The motivation for entertainment and interest in baseball were between the levels of non-frequent and frequent spectators. The intensity for negative attitude and interpersonal constraint were smaller than for non-frequent spectators. The degree of lacking interest was greater than for frequent spectators.
5.Frequent spectators were older than other spectator groups. They had intense motives and little constraints.
6.There was weak canonical correlation between spectator motives and constraints.
For CPBL and the official broadcaster, marketing strategy should be adopted to promote various users. Future researchers could use multiple-variable to segment the spectators, including behavioralistics, psychographics and demographics. The moderating effect of spectator constraints between motivation and behavior would be another interesting issue.
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