職業運動觀眾參與因素之研究-以中華職棒大聯盟為例

A Study On Professional Sport Participation － An Empirical Study of CPBL

金淑慧(Su-Wei King)

指導教授 ： 黃俊堯

國立臺灣大學/管理學院/商學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.10292

摘要

本研究旨在探討影響參與中華職棒的主要因素，分別從總體與個體角度做一討論。總體部分以次集資料建立中華職棒進場人數與轉播收視率預測迴歸模型，研究發現兩模型之模型解釋力都高於50%，其中都以出賽球隊的影響力最大，而球隊勝率以及假球事件同時會影響到進場觀眾數與電視轉播收視率，星期、地點、 lag一期人數卻不會影響到電視轉播收視率。
個體部分則是透過實際發放問卷，找出影響棒球運動參與者參與中華職棒的主要影響因素，研究結果為：(1).棒球涉入高同時會對國外職棒比賽涉入高，對國外職棒涉入程度越高對中華職棒挑剔程度越高，對中華職棒挑剔程度越高其收看中華職棒電視轉播頻率以及進場看中華職棒比賽頻率都越低，但是國外職棒涉入高對收看中華職棒電視轉播頻率卻高。(2).支持球隊動機越強烈來自於喜愛球星與喜愛母企業時，其他球隊打假球，個人越不容易對支持球隊產生懷疑；當支持球隊動機越是強烈來自於喜愛球星時，支持球隊打假球，個人對於支持球隊觀感會越差；當支持球隊動機越是強烈來自於喜愛母企業時，支持球隊打假球，個人對於支持球隊母企業以及贊助商之觀感不容易變差；當支持球隊動機越是強烈來自於球隊勝率高時，支持球隊打假球，個人對於球隊母企業以及贊助商之觀感會越差。(3).棒球涉入高其球隊忠誠度高且中華職棒參與頻率高，同時對贊助商認同度高，當其支持球隊動機來自於喜愛母企業時，且贊助廠商贊助對象為最愛球隊，贊助商的贊助效果會最有效，當其支持球隊動機來自於喜愛球星時，且贊助商贊助對象為棒球運動，贊助商之贊助效果會最有效，當其支持球隊動機來自於喜愛球星時，對於球星代言之商品的認同度高，商品代言效果最好。

關鍵字

運動行銷 ； 涉入 ； 忠誠度 ； 運動贊助

並列摘要

The purpose of this study is to discuss the main factors of participating Chinese Professional Baseball League (CPBL), and makes discussion from the overall and the individual angle separately. The overall part used the secondhand information to establish the prediction regression model of attendance and the audience rating. The results of the study indicate that: The capabilities of explanation for the two prediction models are both above 50%, and the most powerful variable is competition teams. The team winning rate and the fake event would affect both attendance and the audience rating. But days of a week、locations、and lag 1 attendance would not affect the audience rating.
The individual part used the questionnaires to find the main factors of affecting participators to participate CPBL. The results of the study indicate that: (1) People who have high baseball involvements would have high involvements in abroad baseball game. People who have higher involvements in abroad baseball game would have higher criticisms of CPBL, and the higher criticisms of CPBL would make them decrease to attend and watch sportscast of CPBL. But people who have higher involvements in abroad baseball game would have higher frequencies of watching sportscast of CPBL. (2) People who have the stronger motive coming from loving baseball star and loving enterprise to support the team would not doubt about their favorite team if other teams played faking ballgames. People who have the stronger motive coming from loving baseball star to support the team would have bad impressions on their favorite team if their favorite team played faking ballgames. People who have the stronger motive coming from loving enterprise to support the team would not have bad impressions on the enterprise and sponsors of their favorite team if their favorite team played faking ballgames. People who have the stronger motive coming from high winning rate to support the team would have bad impressions on the enterprise and sponsors of their favorite team if their favorite team played faking ballgames. (3) People who have high baseball involvements would have high team loyalties and high frequencies of participating, they would have high identification with sponsors at the same time. When people have the stronger motive coming from loving enterprise to support the team, and sponsors support to their favorite team, sponsors would have the best effect of the sponsorship. When people have the stronger motive coming from loving baseball star to support the team, and sponsors support to baseball sports, sponsors would have the best effect of the sponsorship. When people who have the stronger motive coming from loving baseball star to support the team, they would have high identification with products represented by baseball star, and the endorsement would be the best.

並列關鍵字

sports marketing ； involvement ； loyalty ； sport sponsorship

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