| Summary: | 碩士 === 臺北市立大學 === 體育學系碩士在職專班 === 106 === The purpose of this study is to understand current status of audience satisfaction when viewing international ballroom dancing competitions and to evaluate the various factors affecting the degrees of such satisfaction. In this study, a questionnaire, titled “Survey of Audience Satisfaction in Viewing International Ballroom Competitions”, was designed and quantitative measures were scored using Likert five-point scale. The audience who attended recent international ballroom competitions in several cities in Taiwan was sampled. A total of 480 questionnaires were distributed and 450 responses (93.75%) were returned. Employing a combination of descriptive statistics, independent sample t test, single-factor variance analysis, single-factor reproducibility analysis, and LSD analysis of the survey results, the following observations have been made: 1. The factors affecting the motivation of audience to attend ballroom dancing competition events are in order of importance: “the ambience of the competition event”, “the feelings of entertainment and leisure”, “gaining knowledge about ballroom dancing”, and “engaging in social contact and networking”, with greatest weight in “the ambience of the competition event” and “the feelings of entertainment and leisure”. 2. The factors pertaining to sex, age, professions and income exhibit significant variations in their motivation to attend the competition events. 3. Audience generally expresses satisfaction in four aspects, and the degrees of satisfaction in these four aspects are in the order of “peripheral services and additional attributes”, “the standards and specifications/rules of competition”, “program flow and ambience”, and “facilities, venues, and transportation”, with the greatest emphasis in “peripheral services and additional attributes” and “the standards and specifications/rules of competition”. 4. The factors pertaining to sex, age, professions and income exhibit significant variations in the audience’s degree of satisfaction, but factors pertaining to average monthly income exhibit little variation. 5. The overall motivation to attend and the overall degrees of satisfaction attain a correlation coefficient ofγ=.50.
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