臺灣博碩士論文加值系統

　　本研究主要目的在於探討職棒休閒產業在社會文化層面上有何影響，並且瞭解不同人口統計變項與不同職棒產品使用涉入程度，對於社會文化的衝擊的認知有何差異；此外本研究亦探討兩者之間在於衝擊認知上是否有交互作用。本研究採分層便利抽樣方式，以研究者自編之「職棒休閒產業對社會文化衝擊認知調查問卷」於民國八十六年三月十五日至四月十四日，依據台中市各行政區之人口比例，及各行政區之人口比率所推估之樣本數，於台中市各行政區進行問卷調查，所得有效樣本數共424份。經描述統計、驗證性因素分析、二因子變異數分析後，本研究有以下的發現：
　　一、在「生活方式」方面，當地居民認為職棒休閒產業對於當地的生活方式衝擊程度不高；在「價值觀」方面，居民對於職棒休閒產業在當地發展，持有正面的看法；在「社會關係」方面，居民認為職棒休閒產業在當地發展，有助於社會關係的促進。在「生活素質」方面，居民普遍認同職棒休閒產業在當地發展有助於生活素質之提升。
　　二、在「生活方式」衝擊認知上，不同居住地區居民，對現埸觀賞的衝擊認知有顯著差異存在。在「價值觀」衝擊認知上，不同職業居民，對職棒商品的衝擊認知有顯著差異存在。在「社會關係」衝擊認知上，不同性別居民，對電視觀賞的衝擊認知有顯著差異存在；不同職業居民，對現場觀賞、報章雜誌、職棒商品的衝擊認知有顯著差異存在；不同收入居民，對現場觀賞、報章雜誌、職棒商品的衝擊認知有顯著差異存在。在「生活素質」衝擊認知上，不同性別居民，對職棒商品的衝擊認知有顯著差異存在；不同年齡層居民，對電視觀賞、報章雜誌的衝擊認知有顯著差異存在。
　　三、當地居民當其職棒產品使用涉入程度愈高時，所感受的「生活方式」影響愈高，「價值觀」判斷，認知「社會關係」促進，「生活素質」提升，就愈高，反之愈低。此外，有購買職棒商品者，對於衝擊之認知也顯著高於未購買者。
　　四、職業、教育程度、收入與現埸觀賞涉入程度，在「生活方式」衝擊認知上有交互作用。教育程度與電視觀賞涉入程度，在「價值觀」衝擊認有交互作用。居住地區與報章親誌閱讀涉入程度，在「價值觀」衝擊認知上有交互作用。職業與現埸觀賞涉入程度，在「社會關係」衝擊認知上有交互作用。年齡、教育程度與現埸觀賞涉入程度，在「生活素質」衝擊認知上有交互作用。

　　The research was aimed to study the impact of the Leisure Industry of Professional Baseball (LIPB) on social culture. Research was designed to understand the cognitive difference the involving degree of different demographics and professional baseball products. Besides, the interaction between the two mentioned above will be another point. The questionnaire was adopted and started from March 15 to April 14, 1997. According to the population and proportion of all sections in Tai-Chung City, non-random sampling method was used, and 424 effective questionnaires were collected. The results of descriptive statistics, confirmatory factor analysis, and two-way ANOVA were as following:
　　1.On "life style", LIPB did not have high impact on locals. In"value", the residents held the positive perspectives. In "social relation" and "quality of life", the locals thought LIPB will help the promotion of both.
　　2.On the cognitive impact of life style, significant difference showed among live-spectators from different sections.In "value", great difference showed on professional baseball products among residents from different professions. In "social relation", for sex variable, locals showed great difference on TV-watching; for professjon variable, difference exited on life-spectators, magazines, and professional baseball products and for the income variable, TV-watching was added. In "quality of life", for sex variable, difference exited on products; and for ages, difference exited on TV-watching and magazines.
　　3.The more the residents involved into the products, the more the life style, the judgment of value, cognition of social relation, and the quality of life would be promoted. Besides, the buyers also showed higher cognition than those who did not buy.
　　4.There was interaction of the cognitive impact on "life style"among the involving degree of life-spectators, professions, educational background and incomes. Interaction existed between educational background and TV-watching on value, and so did the residential sections and magazine involving degree. Professions and life-spectators involving degree interacted on social reltion. Age, educational background, and life-spectators involving degree also interacted on quality of life.