Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/98304
標題: 愛國心與賽會吸引力對觀眾觀賽意願之影響—以台北世大運為例
The Impact of Patriotism and Events Attractions on Audience's willingness to watch – A Case on 2017 Summer Universiade in Taipei
作者: 黃盈禎
Ying-Chen Huang
關鍵字: 世大運;愛國心;賽會吸引力;活動涉入;觀賽動機;觀賽意願;Universiade;audience patriotism;event attraction;activity involvement;visiting motivation;visiting intention
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摘要: 
經過政府多年的爭取,臺北市獲得在2017年舉辦第29屆夏季世界大學運動會的主辦權,這是繼2009年世界運動會和聽障奧運會以來在台舉辦的最大國際體育綜合賽事,這次的世大運在台灣颳起一陣旋風,引起本國國民的關注,也成為媒體競相報導的話題,本研究旨在探討愛國心與賽會吸引力對觀眾觀賽意願之影響。
本研究共有五個構面,分別為觀眾愛國心、賽會吸引力、活動涉入、觀賽動機與觀賽意願,以2017年台北世大運的觀眾為問卷發放對象,採用網路問卷的方式,共發出405份問卷,有效問卷為405份,以描述性統計、結構方程式模型等進行樣本分析。
研究結果發現,有一個假設不成立,即觀眾愛國心與活動涉入間並無顯著關係,因此賽會吸引力對觀眾活動涉入的影響較大,而活動涉入與觀賽動機間存在顯著關係,表示活動涉入越高,觀眾的觀賽動機越大,觀賽動機又與觀賽意願之間有顯著關係,得知賽會吸引力能影響觀眾的觀賽意願。

After years of hard work, Taipei City won the right to host the 29th Summer Universiade in 2017. This is the largest international multi-sport games held in Taiwan since the 2009 World Games and the Deaflympics. The Universiade caused a big hit in Taiwan, it drew a lot of attention from the public and the media. This research aims to examine the impact of patriotism and event attraction on audience willingness to watch—A case on 2017 Summer Universiade in Taipei.
There were five aspects in this study, they were audience patriotism (AP), event attraction (EA), activity involvement (AI), visiting motivation (VM), and visiting intention (VI). This study used online questionnaire, and questionnaires were distributed to the audience of the 2017 Universiade in Taipei, there were 405 responses in total, and all of them were considered adoptable. Descriptive statistics and structural equation modeling were used for sample analysis.
The result of the research indicated that the hypothesis of audience patriotism and activities involvement was rejected, therefore, the attraction of the event had a greater impact on activity involvement. There was a significant relationship between activity involvement and visiting motivation, thus, the higher the activity involvement, the greater the audience motivation. And the relationship between visiting motivation and visiting intention was significant, so we could know that the event attraction could affect the willingness of the audience.
URI: http://hdl.handle.net/11455/98304
Rights: 同意授權瀏覽/列印電子全文服務,2018-08-29起公開。
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