中華職棒球隊品牌形象與球迷忠誠度之研究

A Study on the Relationships between Brand Image and Fan's Loyalty in Chinese Professional Baseball Teams

彭小惠(Hsiao-Hwei Peng) ； 陳全煌(Chung-Huang Chen)

《臺灣體育運動管理學報》 8期 (2009/06) Pp. 35-54

https://doi.org/10.6547/tassm.2009.0003

摘要

本研究主要目的在探討中華職棒球隊品牌形象與球迷忠誠度間之關係，並對不同背景的球迷進行品牌形象及忠誠度的差異性比較分析。根據相關文獻的探討及建議，進行研究工具的編製與預試。預試的結果在經過修正及嚴格的統計分析檢驗後顯示，研究工具具備良好的信效度。本研究共發出600份問卷，有效問卷為584份，透過描述統計、t檢定、單因子變異數分析、典型相關等方式進行統計分析。結果：一、臺南棒球場職棒球迷之基本結構以支持統一獅隊的球迷居多。二、「不同支持球隊」、「不同媒體使用習慣」、「不同支持球隊時間」之球迷在職棒球隊「品牌形象」各構面上，皆具有顯著差異。三、「不同支持球隊」、「不同媒體使用習慣」、「不同支持球隊時間」之球迷在職棒球隊「忠誠度」各構面上，皆具有顯著差異。四、品牌形象之「球迷對球隊形象聯想」因素和忠誠度中的「正面口碑及購買意願」及「認同感」因素呈現出顯著正相關。結論：職棒球迷對球隊的形象聯想與該球隊的正面口碑宣傳、購買意願與認同感有顯著相關。換言之，各球隊在與球迷進行互動時，若能以讓球迷產生優良的形象聯想為目標，則球迷對於該球隊的正面口碑與認同感也會相對提高；還有球團經營、球隊管理、以及球隊的各項比賽表現，也有助於提升球迷的忠誠度。因此，本研究建議，中華職棒球隊應積極著手建立球隊品牌形象，如此一來也可提高球迷對球隊支持的忠誠度。

關鍵字

中華職棒 ； 職業球隊 ； 品牌形象 ； 忠誠度 ； 典型相關

並列摘要

The purposes of this study were to investigate the relationships between brand image and fan's loyalty in Chinese professional baseball teams, and to determine whether there were differences in fans' conceptions of brand image and loyalty based on their backgrounds. The research instrument was modified from several researchers. The pilot study was used to determine whether the instrument was valid and reliable. The subjects who were at Tainan Ball Park watching CBPL games were selected for this study. Of the 600 questionnaires delivered, 584 were usable. Descriptive statistics, t-test, one way ANOVA and canonical correlations were used for data analyses. Results: 1. Among all 6 teams, Seven-Eleven Lion team had the most fans in Tainan Ball Park. 2. In the brand image factor, there were significant differences in ”which team to support,” ”which media to use” and ”years to support a team” items. 3. In the fan's loyalty factor, there were significant differences in ”which team to support,” ”which media to use” and ”years to support a team” items. 4. There was a positive correlation between brand image and fans loyalty. The brand image of a team was important and it did affect fans' behaviors. Therefore, it was suggested that CPBL teams should begin to build their unique brand images and to protect them from any harms.

並列關鍵字

CPBL ； professional team ； brand image ； fan's loyalty ； canonical correlation

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