- 學位論文
探討台灣職棒26年以來球迷人數變化之原因
A Study on the cause of influencing the number of CPBL’s fans for the past 26 years
摘要
本研究旨在探討中華職業棒球大聯盟之球迷26年來人數變化之原因，採用深入訪談法進行研究，透過中華職棒官方數據、球團資料、球團高層與球員和資深球迷訪談資料之,適配程度以及各因素之間的關係，最後以台灣職棒大事件作為整合分析。針對中華職棒120場賽事現場資深球迷以及球員球團高層為研究對象，於2013年至2015年陸續所得之有效樣本資料以訪談法及中華職棒時間軸兩種方式進行分析。研究結果顯示本研究所建製之研究方式配適度為良好，且研究之台灣職棒球迷人數驟減原因及假球案影響行為意圖成立。 根據本研究結果，研究者提出五點建議： 一、深度經營特定族群之球迷。 二、加強防範職棒簽賭及球員涉入。 三、建立球團、球員形象，加強與球迷之互動。 四、廣徵商品設計稿，提升商品設計與製造品質。 五、藉現有球迷耕耘新進球迷。 依據本研究之結果，研究者建議未來增加後續年度或多群組比較，以使本研究更臻完美。
並列摘要
The purpose of this study is to investigate the reason behind variations of attendance of Chinese Professional Baseball League (CPBL) over the past 26 years. This study is carried out based on in-depth interview, and the correlation among all factors and the degree of adaptation among official statistics of CPBL, data of ball clubs, interviews of club management, players, and senior fans have been summarized before the final integrated analysis in accordance with major events in Taiwan professional baseball history. With the senior fans of all 120 games in a regular CPBL season, players, and ball club management as research subjects, this analysis is carried out with respect to effective samples obtained from 2013 to 2015 based on the two approaches of interview and CPBL timeline. The results indicate good adaptation of the research approach developed for this study, and the cause of abrupt reduction in number of Taiwanese professional baseball fans and the impact of match-fixing scandal on behavioral intention have been proven. Based on such results, the researcher has proposed 5 suggestions: 1. In-depth management of specific groups of fans, 2. Enhancement of prevention of baseball gambling and player involvement, 3. Establishment of proper images of ball clubs and players with enhanced interactions with fans, 4. Improvement over merchandise design and manufacturing quality based on solicitation of design scripts, 5. Cultivation of new fans based on existing fan base. The research also suggests that comparisons among following years or multiple groups should be made in the future for the perfection of this study.