The Research of Relationships among Service Quality, Game Quality and Behavioral Intention- Spectator of CPBL 2013 as an Example

• Main Authors: Lin Hsin-Yu, 林信宇
• Other Authors: Lin Fang-Tsan
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/sw9gxk

碩士 === 國立臺灣體育運動大學 === 運動管理學系碩士班 === 102 === 　　The purpose of the study was to explore the causal relations among service quality, game quality and behavioral intention of 2013 professional baseball game taking place in Tainan city arena as well as to study the difference among variables on spectators demographics. A questionnaire included service quality, game quality, and behavioral intention scale was managed to collect data from spectators attending to the No. 186th professonal baseball game of 2013 regular season taking place in Tainan city arena. 410 questionnaires were distributed and 406 were returned while 404 were valid response coresponding with a 99.5% of return rate. To analyze data, the descriptive statistics, repeated measures ANOVA analysis, One Factor Multivariate Analysis of Variance, LSD and Scheffe (Scheffe) post hoc comparisons, Path Analysis were applied. The results showed that there are significant difference on service quality, game quality, and behavioral intention upon spectator demographic variables. Service quality has significant positive impact on game quality and behavioral intention. Game quality has significant postive impact on behavioral intention while service quality was indirectly corelated with behavioral intention through game quality. Hopefully, the study could provide any management referecne and strategy for franchise which organizes Tainan city arena to produce games with better service quality and game quality thus insures spectators’ repurchase intention. Furthermore, the government would also benefit from this study while making professional baseball related policy.