千禧世代運動迷運動消費特性之研究—以新竹街口攻城獅球隊為例

Abstract

本研究旨在了解千禧世代運動迷運動消費特性，並與其他世代運動迷比較，了解世代之間的差異。本研究以新竹街口攻城獅球隊運動迷為主要研究對象，於2022年12月3號當天至新竹縣立體育館現場以便利抽樣方式發放問卷，當天共收回148份問卷；另外於2022年12月4號至2022年12月5號期間在新竹街口攻城獅運動迷社團、PTT、運動迷LINE群組發放並收回209份線上問卷，有效問卷數總共為299份，有效回收率達83.75%。經SPSS 26.0統計軟體以信度分析、描述性統計、單因子變異數分析及雪費法事後比較進行資料處理與分析。研究結果顯示新竹街口攻城獅運動迷以男性居多，而世代分佈則以Y世代運動迷為主；「社群驅動」、「情感消費」及「同儕壓力」是各世代運動迷皆有的特性，世代間並無太大差異，而「粉絲參與」及「科技驅動」為各世代之間有所差異的特性，其中Y世代與Z世代較相近，Ｘ世代與其他世代差異較多。本研究結果與討論有助於新竹攻街口攻城獅球隊更加了解運動迷之組成與運動消費特性，可供為球隊行銷策略上的參考依據，亦提供運動消費特性相關研究之後續參考。

This study aims to understand the sports consumption traits of the millennial generation sports fans and compare them with other generations to explore the differences between generations. The study primarily focuses on the Hsinchu JKO Lioneers baseball team fans. Convenience sampling was conducted on December 3, 2022, at Hsinchu County Stadium, where 148 questionnaires were collected. Additionally, an online survey was distributed through the Hsinchu JKO Lioneers fan community, PTT (an online forum in Taiwan), and sports fan LINE groups from December 4, 2022, to December 5, 2022, resulting in 209 responses. A total of 299 valid questionnaires were obtained, achieving an effective response rate of 83.75%. Data processing and analysis were performed using SPSS 26.0 statistical software, including reliability analysis, descriptive statistics, one-way ANOVA, and Scheffe's post-hoc test. The research findings indicate that the majority of Hsinchu JKO Lioneers sports fans are male, with the millennial generation being the dominant age group. "Community-driven," "emotional consumption," and "peer pressure" are characteristics shared by fans across different generations. However, "fan engagement" and "technology-driven" show differences among the generations, with the millennial generation and Generation Z being more similar and Generation X showing more variation. The results and discussions of this study contribute to a better understanding of the composition and sports consumption characteristics of Hsinchu JKO Lioneers fans, providing valuable insights for marketing strategies of the team and serving as a reference for future studies on sports consumption characteristics.