職棒現場觀眾對球團行銷策略滿意度模式之建構

A Study of Constructing Spectators' Satisfaction Model on Chinese Professional Baseball League Marketing Strategies

施致平(Chih-Pin Shih) ； 黃蕙娟(Hui-Chuan Huang)

《體育學報》 42卷3期 (2009/09) Pp. 77-93

https://doi.org/10.6222/pej.4203.200909.0906

摘要

本研究以中華職棒各球團為研究主題，各球隊所屬主場之現場觀眾爲問卷調查對象。目的：在於建構職棒球迷對球團行銷策略滿意度之模式。方法：本研究採問卷調查法，共發出630份問卷，有效問卷共603份，有效問卷回收率達95.7%，並以結構方程模式，探討職棒球迷對各球團行銷策略滿意度潛在變項間之因果關係及模式適配性。結果：一、職棒各球團之行銷策略及所設定之目標族群甚爲雷同，各球隊有必要對其他球團之行銷策略進行更深入之了解，以創造自身行銷策略之獨特性；二、職棒球迷對球團行銷策略滿意度之模式，符合各項適配度之檢驗標準，證實球迷對職棒各球團行銷策略滿意度有顯著效果之解釋力。結論：職棒球團應設立溝通平臺以針對球迷規劃更有效的經營策略，球迷參與對行銷策略滿意度有顯著效果之解釋力，對球迷之札根行銷是重要之行銷活動指標。

關鍵字

職棒 ； 行銷策略 ； 滿意度 ； 結構方程模式

並列摘要

The study took six professional baseball teams in Chinese Professional Baseball League (CPBL) as the case. The researcher investigated each home team's spectators by questionnaire. Among 630 questionnaires handed out, 603 items were appropriate for analysis, which resulted in a valid return rate of 95.7%. structural Equation Modeling (SEM) was selected for data analysis to investigate the goodness of fit index and latent variables relationship of fans' participation behavior and teams' marketing strategy satisfaction. The results were as follows: 1. The marketing strategies and the target audiences of six teams were very similar. Therefore, it's necessary for each team to understand other teams' strategies deeply to create its own unique marketing strategies. 2. The model of the fans' participation and satisfaction had fit the goodness-of-fit index, which testified that the fans' participation behavior had significant effect on satisfaction with the teams' marketing strategies.

並列關鍵字

CPBL ； marketing strategy ； satisfaction ； Structural Equation Modeling

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