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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林怡秀 | zh_TW |
| dc.contributor.advisor | Yi-Hsiu Lin | en |
| dc.contributor.author | 邱冠嘒 | zh_TW |
| dc.contributor.author | Kuan-Hui Chiu | en |
| dc.date.accessioned | 2024-08-16T16:54:53Z | - |
| dc.date.available | 2024-08-17 | - |
| dc.date.copyright | 2024-08-16 | - |
| dc.date.issued | 2022 | - |
| dc.date.submitted | 2024-08-10 | - |
| dc.identifier.citation | 一、中文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/94590 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-08-16T16:54:53Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-08-16T16:54:53Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 致謝 I
中文摘要 II ABSTRACT III 目次 V 圖次 VII 表次 VIII 第一章 緒論 1 第一節 研究背景 1 第二節 研究目的 4 第三節 研究問題 4 第四節 研究範圍與限制 5 第五節 名詞解釋 5 第二章 文獻探討 8 第一節 千禧世代 8 第二節 運動消費行為 13 第三節 運動迷 16 第四節 千禧世代運動迷的運動消費特性 18 第五節 文獻總結 22 第三章 研究方法 23 第一節 研究架構與假設 23 第二節 研究標的與研究對象 24 第三節 研究設計及流程 25 第四節 研究工具 27 第五節 資料處理與分析 32 第四章 結果與討論 33 第一節 樣本背景資料分析 33 第二節 不同背景變項在運動消費行為之分析 34 第三節 不同背景變項在運動消費來源之現況分析 36 第四節 不同背景變項在運動消費特性之現況分析 40 第五章 結論與建議 49 第一節 研究結論 49 第二節 建議 51 參考文獻 53 一、中文文獻 53 二、英文文獻 56 附錄 72 附錄一 研究問卷 72 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 世代差異 | zh_TW |
| dc.subject | 千禧世代 | zh_TW |
| dc.subject | 運動消費特性 | zh_TW |
| dc.subject | 運動消費行為 | zh_TW |
| dc.subject | 運動迷 | zh_TW |
| dc.subject | Sports Fans | en |
| dc.subject | Sports Consumption | en |
| dc.subject | Sports Consumption Traits | en |
| dc.subject | Generation Difference | en |
| dc.subject | Millennial | en |
| dc.title | 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 | zh_TW |
| dc.title | Research in the Professional Sport Consumption Traits of Millennial Sports Fans: A Case Study of Hsinchu JKO Lioneers | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 112-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 楊志顯;陳鴻雁 | zh_TW |
| dc.contributor.oralexamcommittee | Chih-hsien Yang;Chen-Hung Yan | en |
| dc.subject.keyword | 千禧世代,世代差異,運動迷,運動消費行為,運動消費特性, | zh_TW |
| dc.subject.keyword | Millennial,Generation Difference,Sports Fans,Sports Consumption,Sports Consumption Traits, | en |
| dc.relation.page | 79 | - |
| dc.identifier.doi | 10.6342/NTU202402934 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2024-08-13 | - |
| dc.contributor.author-college | 共同教育中心 | - |
| dc.contributor.author-dept | 運動設施與健康管理碩士學位學程 | - |
| 顯示於系所單位： | 運動設施與健康管理碩士學位學程 | |
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