| Summary: | 碩士 === 國立臺灣師範大學 === 體育學系 === 102 === The purpose of this study was to explore spectators’ reactions after attending “Comeback Victory: Baseball in Taiwan” exhibition from 9th of April, 2014 to 12th of April, 2014. A questionnaire was to explore the relationship among involvement, perceived value, and behavioral intention. A total of 390 spectators were selected to participate in this study for the quantitative survey. Descriptive statistics, t-test, one-way ANOVA and Multiple Regression Analysis were performed to analyze the collected data. The results are as following:
1.The main groups of spectators were male and female, between 21 to 30 years old, lives in
the south, college graduates, monthly income under 10,000 NT dollars. Mostly, the spectators come with family or relatives. However, they don’t know what the exhibition is until they arrive.
2.The extent of involvement, perceived value, and behavioral intention among spectators were
between “fair” and “agree” were higher than average in this study.
3. The spectators’ gender can the way they receive the information can positively influence
the extent of involvement; gender, monthly income, companion and the way they receive
the information can positively influence behavioral intention.
4. Spectators’ involvement can positively influence perceived value and behavioral intention,
indicating that the extent of spectators’ involvement is the factors forming perceived value;
spectators’ perceived value can positively influence behavioral intention; the extent of spectators’ involvement can positively influence behavioral intention.
Based on the research results, it is suggested that the host can develop operating strategy to get spectators more involved in the exhibition. Also, it is recommended future research can employ qualitative and quantitative method, or longitudinal study to explore the meaning of the relationship.
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