The Study of Participation Motivation and Behavioral Intention for Fans of Chinese Professional Baseball League – A Case Study of EDA Rhinos Team

• Main Authors: Hsin, Chia-Chi, 辛佳琪
• Other Authors: Wu, Chin-Jung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/vzqdxq

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 103 === The purpose of doing this study was to understand the motivation and behavioral intention for fans of Chinese Professional Baseball League (CPBL) participating in the game at the stadium. The using data for this study were collected by the questionnaires. The researcher composed a questionnaire "The Questionnaire for the Motivation Participation and Behavioral Intention for Fans of CPBL" and used it as the research tool, selecting EDA Rhinos’ fans at the Cheng-cing Lake Baseball Field as subjects to do this study. Based on the surveyed-questionnaire method, there were 409 questionnaires issued and retrieved, and 384 of them were valid. The valid response rate is 93.9%. The analyzed methods included Descriptive Statistical Analysis by SPSS for Windows 12.0, and Structural Equation Modeling Analysis by Amos 20.0. The results of this research showed that the research model ‘s goodness of fit was good, and the hypothesis that participation motivation had an significant and positive influence on behavioral intention was valid. According the results, the researcher proposed five suggestions showing as follows: 1.To develop the fans of the dissimilar and specific background groups. 2.To increase the efficacy of public transportations to the stadium. 3.To build the image of the team and players, and increase the frequency of fans meeting. 4.To solicit public opinion about the design ideas of merchandise, and increase the design and manufacturing quality of merchandise. 5.To increase the intention that the original fans recommend this team to the beginning fans. Based on the result of this study, the researcher made recommendations that the future study about the participation motivation and behavioral intention of other teams’ fans, and researching into the comparison between the different seasons or fans’ groups.