職棒球隊認同度對於電視收視意願之研究

The Study of the Identification of Professional Baseball Franchises on the Intentions to watch Televised Games

陳維智 ； 陳依容

《臺灣體育運動管理學報》 4期 (2006/11) Pp. 98-111

摘要

電視轉播乃是現今職業運動經營成敗的主要原因之一，但國內外學者對於民眾觀賞電視體育轉播之消費行為的相關研究，迄今仍然寥寥可數。為瞭解民眾之真正需求，並落實棒球大眾化的理想，本研究以中華職棒現場持票進場的球迷為對象，深入調查球迷對各個職業棒球團之認同度，以及影響球迷收看電視球賽轉播意願之相關情形。

關鍵字

職業棒球隊 ； 認同度 ； 收視意願

並列摘要

The live telecast of professional baseball games is more and more popular nowadays. But there were very few researches on consumers' behavior toward watching televised games both in Taiwan and abroad. The main purpose of the study was to investigate the identification of fans toward professional baseball franchises and their intentions of watching televised games. The subjects were baseball fans of on-site spectators.

並列關鍵字

Professional Baseball Franchises ； Identification ； Viewing Intentions

參考文獻

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Olympic Marketing Revenues 2001-2004

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