博碩士論文 etd-0701118-221831 詳細資訊


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姓名 許耀宗(Yao-Zong Xu) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 106學年第2學期
論文名稱(中) 中華職棒進場人數研究-球迷是否在意比賽結果
論文名稱(英) Do fans care about game outcome - A study of stadium attendance in CPBL
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    摘要(中) 本研究聚焦在「比賽不確定性(Game uncertainty,簡稱GU)」如何影響中華職棒2007-2016年的進場觀眾人數。研究結果不支持「結果不確定性假說」,並顯示球迷偏好觀賞結果確定性較高的比賽。然而進一步細究,會發現比賽不確定性在觀察期間內存在不一致影響,但在2012年之後,進場觀眾很明顯地不偏好比賽不確定性的賽事。
    同時在2012年之後有部分賽事屬於球團長年屬地經營,而在這些賽事中,筆者觀察到比賽不確定性並不影響屬地經營的主場;對比非屬地經營的主場,觀眾則偏好看結果確定性高的比賽,特別是主場球隊贏球機率較高的球賽。其結果證實,在球團屬地經營之下,真的有超越勝負的感動。
    摘要(英) This study focuses on how Game uncertainty(GU) affects stadium attendance in Chinese Baseball League(CPBL) from 2007 to 2016. The result indicates that UOH doesn’t be supported and it also reveals that fans prefer to join a game with high certainty. Furthermore, further study reveals that game uncertainty has an inconsistent effect during the observation period. However it’s obviously that fans don’t prefer a game with a high uncertainty outcome after 2012.
    Simultaneously, some baseball club decided to operate on certain baseball stadium, such as Chengcing Lake and Taoyuan Baseball Stadium, for a long term. And the author employs a dummy variable(franchise) to distinguish these games. In the end, the author observes that there is no effect of game uncertainty in franchise games. On the other hand, fans in non-franchise game prefer to attend a game with high certain outcome. More precisely, fans prefer to join the game if home team has higher chance to win.
    關鍵字(中)
  • 結果不確定性
  • 競爭均衡進場觀眾人數
  • 運動經濟學
  • 中華職棒大聯盟
  • 關鍵字(英)
  • Chinese Baseball League(CPBL)
  • sport economic
  • outcome uncertainty
  • competitive balance
  • stadium attendance
  • 論文目次 研究生學位論文審定書 i
    誌 謝 ii
    摘要 iii
    Abstract iv
    目錄 v
    表次 vii
    圖次 vii
    1. 緒論 1
    1.1研究背景與動機 1
    1.2研究問題 5
    2. 文獻回顧 6
    2.1中華職棒總回顧 6
    2.2比賽不確定性研究回顧 9
    2.3個別比賽不確定性爭論點說明 11
    2.4比賽不確定性之於中華職棒的研究回顧 13
    2.5其他影響進場觀眾人數之因素 14
    3. 研究方法 17
    3.1研究對象 17
    3.2資料來源 18
    3.3資料蒐集與流程  20
    3.4研究變數 21
    3.5分析工具 28
    4. 研究結果 30
    4.1敘述統計及樣本概況 30
    4.2分析結果 36
    5. 結論與建議 48
    5.1研究結論 48
    5.2研究限制、建議與未來方向 49
    參考文獻 50
    參考文獻 1.中文文獻
    教育部. (2016).我國職業棒球運動整體產業發展規劃方案.
    彭仁暉. (2005). 中華職棒競爭平衡之研究. 臺灣師範大學運動與休閒管理研究所學位論文, 1-97.
    教育部. (2015).運動職業化發展計畫期末報告.
    2.英文文獻
    Borland, J., & MacDonald, R. (2003). Demand for sport. Oxford review of economic policy, 19(4), 478-502.
    Brandes, L., & Franck, E. (2007). Who made who? An empirical analysis of competitive balance in European soccer leagues. Eastern Economic Journal, 33(3), 379-403.
    Bruggink, T. H., & Eaton, J. W. (1996). Rebuilding attendance in Major League Baseball: The demand for individual games. Baseball Economics. Current Research, 9-31.
    Buraimo, B. (2008). Stadium attendance and television audience demand in English league football. Managerial and Decision Economics, 29(6), 513-523.
    Buraimo, B., & Simmons, R. (2008). Do sports fans really value uncertainty of outcome? Evidence from the English Premier League. International Journal of Sport Finance, 3(3).
    Coates, D., & Humphreys, B. R. (2012). Game attendance and outcome uncertainty in the National Hockey League. Journal of Sports Economics, 13(4), 364-377.
    Depken, C. A. (1999). Free-agency and the competitiveness of Major League Baseball. Review of Industrial Organization, 14(3), 205-217.
    Forrest, D., & Simmons, R. (2002). Outcome uncertainty and attendance demand in sport: the case of English soccer. Journal of the Royal Statistical Society: Series D (The Statistician), 51(2), 229-241.
    Forrest, D., & Simmons, R. (2006). New issues in attendance demand: The case of the English football league. Journal of Sports Economics, 7(3), 247-266.
    Grier, K. B., & Tollison, R. D. (1994). The rookie draft and competitive balance: The case of professional football. Journal of Economic Behavior & Organization, 25(2), 293-298.
    Humphreys, B. R., & Zhou, L. (2015). The Louis–Schmelling paradox and the league standing effect reconsidered. Journal of Sports Economics, 16(8), 835-852.
    Hynds, M., & Smith, I. (1994). The demand for test match cricket. Applied Economics Letters, 1(7), 103-106.
    Jane, W.-J. (2014). The relationship between outcome uncertainties and match attendance: New evidence in the National Basketball Association. Review of Industrial Organization, 45(2), 177-200.
    Jane, W.-J., Kuo, N.-F., Wu, J.-Y., & Chen, S.-T. (2010). The attraction of baseball games in a small-size league: are the effects of outcome uncertainties really important? International Journal of Sport Finance, 5(4), 296.
    Jennett, N. (1984). Attendances, uncertainty of outcome and policy in Scottish league football. Scottish Journal of Political Economy, 31(2), 176-198.
    Knowles, G., Sherony, K., & Haupert, M. (1992). The demand for major league baseball: A test of the uncertainty of outcome hypothesis. The American Economist, 36(2), 72-80.
    Martins, A. M., & Cró, S. (2018). The demand for football in Portugal: New insights on outcome uncertainty. Journal of Sports Economics, 19(4), 473-497.
    Meehan Jr, J. W., Nelson, R. A., & Richardson, T. V. (2007). Competitive balance and game attendance in Major League Baseball. Journal of Sports Economics, 8(6), 563-580.
    Paul, R. J., & Weinbach, A. P. (2007). The uncertainty of outcome and scoring effects on Nielsen ratings for Monday Night Football. Journal of Economics and Business, 59(3), 199-211.
    Rascher, D. A., & Solmes, J. (2007). Do fans want close contests? A test of the uncertainty of outcome hypothesis in the National Basketball Association.
    Rottenberg, S. (1956). The baseball players' labor market. Journal of political economy, 64(3), 242-258.
    Simmons, R. (2006). The demand for spectator sports. Handbook on the economics of sport, 77-89.
    Szymanski, S. (2003). The economic design of sporting contests. Journal of economic literature, 41(4), 1137-1187.
    Szymanski, S., & Késenne, S. (2004). Competitive balance and gate revenue sharing in team sports. The Journal of Industrial Economics, 52(1), 165-177.
    Tainsky, S., Xu, J., & Zhou, Y. (2014). Qualifying the game uncertainty effect: A game-level analysis of NFL postseason broadcast ratings. Journal of Sports Economics, 15(3), 219-236.
    Wells, D. E., Southall, R. M., & Peng, H.-H. (2000). An Analysis of Factors Related to Attendance at Division II Football Games. Sport Marketing Quarterly, 9(4), 203-210.
    3.相關網站
    中華職棒官方網站.《聯盟簡介》.Website: http://www.cpbl.com.tw/footer/structure.html
    經理人雜誌. 看棒球賽,像是參加一場精彩的秀!Lamigo從慘澹經營到年收兩億的秘密.Website:
    https://www.managertoday.com.tw/articles/view/51681
    數位時代. 職棒Lamigo桃猿隊把自己變成平台,創造獲利藍海. Website:
    https://www.bnext.com.tw/article/36226/BN-2015-05-11-203337-36
    口試委員
  • 黃明新 - 召集委員
  • 張世賢 - 委員
  • 韋岱思 - 委員
  • 佘健源 - 指導教授
  • 口試日期 2018-07-25 繳交日期 2018-08-01

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