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研究生:劉冠佑
論文名稱:球場氣氛與觀眾情緒之研究:兼論情緒感染的中介效果
論文名稱(外文):The Relationships between Stadium Atmospheres and Spectators’ Emotion : The Mediator of Emotional Contagion
指導教授:林若慧林若慧引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:觀光休閒管理研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2013
畢業學年度:102
語文別:中文
論文頁數:96
中文關鍵詞:氣氛情緒情緒感染
外文關鍵詞:AtmosphereEmotionEmotional contagion
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本研究旨在探討「球場氣氛」、「情緒感染」與「觀眾情緒」之間的關係以及「情緒感染」的中介的效果。其中,球場氣氛包括:「球團主場氣氛」、「觀眾行為氣氛」與「球賽活動氣氛」;情緒感染包含「快樂情緒感染」及「緊張情緒感染」。研究方法是採立意抽樣的問卷調查法,以中華職棒各球場現場觀賽觀眾作為研究樣本,總計回收312份有效問卷,並採用結構方程模式(SEM)驗證變數間之關係。研究發現:(1)球場氣氛與觀眾情緒關係部分,「觀眾行為氣氛」與「球賽活動氣氛」皆會顯著正向影響「觀眾情緒」; (2)快樂情緒感染會中介球場氣氛與觀眾情緒關係,「快樂情緒感染」在「觀眾行為氣氛」與「觀眾情緒」間存在中介效果;「快樂情緒感染」在「球賽活動氣氛」與「觀眾情緒」間也存在中介效果;(3)緊張情緒感染會中介球場氣氛與觀眾情緒關係,「緊張情緒感染」僅在「球賽活動氣氛」與「觀眾情緒」間存在中介效果。最後依據研究發現,提供中華職棒各球隊進行行銷推廣與經營管理之建議。
The purpose of this study is to investigate the relationships between stadium atmospheres (i.e., team atmosphere, spectators’ atmosphere and game atmosphere) and spectators’ emotion. The study also examines the mediating effect of emotional contagion (i.e., happy emotional contagion and tense emotional contagion) between stadium atmospheres and spectators’ emotion. Data were collected from the CPBL’s audiences in the baseball game site, and a total of 312 samples were received. The Structural Equation Modeling (SEM) was used to analyze the data. The results show that (1) both spectators’ atmosphere and game atmosphere have a positive impact on spectators’ atmosphere; (2) happy emotional contagion mediates the relationship between spectators’ atmospheres and spectators’ emotion; happy emotional contagion also mediates the relationship between game atmosphere and spectators’ emotion; (3) tense emotional contagion only mediates the relationship between game atmosphere and spectators’ emotion. The contribution of this study is to demonstrate the implication of stadium atmospheres to spectators’ emotion and to provide suggestions for CPBL to marketing, promotion, and management.
目錄 I
表目錄 II
圖目錄 III
第一章 緒論1
第一節 研究背景與動機 1
第二節 研究問題與目的 7
第二章 文獻回顧 13
第一節 球場氣氛 13
第二節 情緒 18
第三節 情緒感染 27
第三章 研究方法 34
第一節 研究架構 34
第二節 變數的操作性定義 36
第三節 研究假說 37
第四節 問卷設計 42
第五節 抽樣設計 47
第六節 資料分析方法 50
第四章 實證研究分析與結果 54
第一節 問卷前測 54
第二節 敘述性統計分析 58
第三節 驗證性因素分析 66
第四節 研究假說之驗證 72
第五章 結論與建議 77
第一節 研究結論 77
第二節 研究建議 80
參考文獻 85
附錄:問卷調查表 95

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網站部分:

1.中華職棒大聯盟歷年觀眾人數統計(2013)。上網日期:102年7月23日,檢自:http://www.cpbl.com.tw/
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1. 3.吳宗祐,徐瑋伶,鄭伯壎(2002),怒不可遏或忍氣吞聲—華人企業主管威權領導與部署憤怒反應,本土心理學研究,(18),pp. 3-49。
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