球迷參與行為及參與滿意度之影響因素－統一獅實證研究

The Factors that Influence Participation Behavior and Satisfaction of Fans - In the Case of Lions in Tainan City

陳正男(Cheng-Nan Chen) ； 曾倫崇(Lun-Chung Tzeng) ； 王沛泳(Pey-Yung Wang)

《企業管理學報》 58期 (2003/09) Pp. 1-27

摘要

本研究主要在探討影響球迷參與行為與滿意度之重要因素，以供球團制定行銷活動策略的參考。本研究以統一獅為研究對象，針對台南地區的球迷進行問卷調查實際完成有效問卷279份。
研究結果發現，在生活型態上，可分為年輕流行集群、外向活動集群、意見領袖集群、居家生活型；意見領袖型的參與行為為最高，居家生活型則為最低，參與行為與參與動機呈正向的關係。而對實際球迷參與行為有顯著影響的行銷方式有透過當地電台的廣告和積點換購統一的產品兩項。參與行為和參與滿意度呈正向的關係。

關鍵字

職業棒球 ； 參與滿意度 ； 生活型態 ； 參與動機 ； 參與行為

並列摘要

This research analyzes the participation characters of fans, the marketing strategies of professional sport teams respectively. This research will take the fans of lions in Tainan City for example. Interviews in person were performed in 2001 with 279 fans.
The results of this research divides life into style into four parts: fashion, actives, leadership, staying at home. Among the four parts, leadership is the highest participation, and staying at home is the lowest participation. It exists positive relation between the participation behavior and the participation motives. The activities, which lead to notable affection toward participation behavior, are station advertisements and collection for exchanging president’s product. The high participants shows high satisfactory in social learning, leisure relaxed, and court facilities.

並列關鍵字

Professional Baseball ； Participation Satisfactory ； Life Style ； Participation Motives ； Participation Behavior

參考文獻

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