摘要
雖然創新之相關議題長期以來獲得學者們的關注，但是大多數的研究僅侷限於產品的創新，鮮少研究探討有關於運動賽會的創新。近幾年來，國內外許多職業運動產業陸續推出許多創新產品和服務，例如紐約巨人隊與噴射機隊合資建設的新球場和各種獨特套票優惠的推出，以及中華職業棒球大聯盟各球團推出的夏令營活動和手機應用程式提供即時戰況等。然而，以往文獻缺乏一套完整的架構來說明運動賽會創新的組成因子，因此無法全面性的了解消費者用以判斷運動賽會創新的準則為何。有鑑於此，本研究以中華職業棒球大聯盟為例，整合過去相關文獻，並採用深度訪談法，企圖探討並建構容易了解運動賽會創新的整體組成架構。本研究之研究結果顯示運動賽會的創新組成要素，包含運動員的運動表現、尊榮的禮遇服務、自助服務的科技、美觀的環境、粉絲社群、粉絲忠誠度活動、賽會參與便利性、賽會周邊商品與娛樂節目等共九項。本研究結果預期除了將可提供後續研究進行實證研究外，並將有助於職業運動和運動賽會管理者更加了解消費者對於運動賽會創新的認知，以利相關策略之擬定。
關鍵詞：創新、運動賽會、中華職業棒球大聯盟
Abstract
Although issues related to innovation have long attracted much attention of scholars, most studies mainly focus on product-innovation, seldom on exploring the innovation concerning sport events. In recent years, numbers of professional sport industries worldwide have unveiled various innovative products and services, such as the new venue built by the joint venture of New York Giants and Jets teams, which was followed by the promotion of many kinds of unique package deals, and many teams of the Chinese Professional Baseball League (CPBL), which have introduced summer camp activities and mobile applications to give real time scores. However, there is a lack in the literature discussion of the innovative factors of innovativeness of sport events; therefore, it is not yet possible to understand the criteria consumers used to judge the innovativeness of sport events. Hence, this study took CPBL as an example, and referencing the related literature, employed the method of in-depth interviews, to attempt to investigate and establish a framework to make it easier to understand the innovativeness of sport events. The results of this study demonstrated that the factors recognized by consumers include nine items, player performance, polite service, self-service technology, aesthetic environment, fan community, fan loyalty program, convenient access, sport event merchandise and entertainment programme. It is expected that the results of this study contribute not only to further empirical studies, but also to practitioners of professional sports and sporting events to better understand consumers’ opinions concerning the innovativeness of sport events and so to develop relevant strategies.
Keywords: Innovation, Sport Events, CPBL