球場印象管理、外籍巨星偶像崇拜與球迷忠誠關係之研究－以臺灣職棒義大犀牛隊為例

本研究利用義大犀牛隊延攬前大聯盟球星曼尼．拉米瑞茲(以下簡稱曼尼)，加入球隊後所產生的曼尼效應，引用有整體架構性的店面印象管理行銷理論，加上外籍巨星偶像崇拜變數，以量化研究方法實證探討。結果發現：整體球場管理印象確實會顯著影響球迷忠誠，特別是球場印象管理中的產品、設備及氣氛，但服務並無顯著效果。而球迷的偶像崇拜也顯著增強了整體球場印象及其次構面產品對球迷忠誠的影響效果。這些跨領域、產業的研究概念與發現，值得學術界在行銷策略或球迷忠誠的相關研究上作為參考，同時也可做為運動產業經營管理實務與研究的參考。

關鍵字

球場印象管理；球迷忠誠度；偶像崇拜；職業棒球大聯盟；義大犀牛

並列摘要

Baseball is a popular sport in Taiwan, but apart from the successes of the first seven years of its Chinese Professional Baseball League (CPBL), professional baseball in Taiwan has gone through numerous ups and downs in the following years, and resulted in lower fans attendance. In 2012, however, the E-Da Rhinos joined the CPBL, and used a notably different management strategy, including actively improving the management measures of the team through emphasizing discipline, improving marketing practices and by recruiting back some Taiwanese players from American Major League Baseball (MLB). An especially remarkable occurrence in Taiwan professional baseball is the Rhinos' hiring of former MLB star Manny Ramirez. Though short-lived, Ramirez's performance created an enthusiasm in 2013 that was termed by the Taiwanese as ＂Manny's Whirlwind.＂ The E-Da Rhino's management brought fresh perspectives to Taiwan's CPBL and successfully reignited passion in baseball fans. In order to understand the success of the E-Da Rhino marketing strategy, this study employs a structured marketing theory of store image management and fans' superstar idolatry to empirically examine their influence on fans loyalty. The results show the stadium image management had a significant positive influence on fans loyalty, especially in terms of games, stadium facilities and atmosphere. Furthermore, the fans' foreign superstar idolatry enhanced the relationship of stadium image management and fans loyalty, especially the games. These findings provide contributions to marketing practices and academic research in the sport industry.