職業棒球球團形象衡量指標建立之研究－以中華職棒興農牛球迷為例

本研究旨在探討球迷對於支持球團形象之衡量要素，並藉以編製適合國內職業棒球球團形象之量表。本研究係以自編之「興農牛球團形象調查問卷表」為資料收集之工具，於2010年4月29日至5月12日在高雄澄清湖棒球場、台南棒球場、台中棒球場、新竹棒球場及台北新莊棒球場等場地，以立意抽樣法針對現場球迷進行問卷調查。問卷共計發出450份，有效採用問卷397份，有效回收率達88.2%。所得資料以描述性統計分析與結構方程模式進行統計分析後，獲得結果如下：一、興農牛現場球迷對於球團形象構面包括：（一）戰力表現；（二）商品行銷；（三）關懷行為；（四）價值追求。二、驗證性因素分析結果顯示量表具有良好之契合度。本研究結論：球團形象量表具有良好之信、效度，建議後續研究者可以此工具針對其它職業運動球團進行相關研究。

關鍵字

品牌形象；球迷行為；驗證性因素分析

並列摘要

This study mainly put emphasis on the teams' brand images of Sinon Bulls professional baseball team of Chinese Professional Baseball League, and creating a team image scale for Taiwanese professional baseball games. I used the ”Sinon Bulls team's images questionnaire survey” and purposeful sampling to examine the on-the-spot fans in five ballparks between April 29 and May 12, 2010. We sent out 450 questionnaires in the main baseball stadium and there were 397 effective questionnaires with an effective response rate of 88.2 percent. The data gained from the questionnaires were evaluated by descriptive statistics, independent samples t-test, one-way analysis of variance and structure equation model. The results were as following: 1. There were four dimensions on team image for on-the-spot fans including 1) Game Performance, 2) Commercial Marketing, 3) Caring Behaviors and 4) Values Orientation. 2. The team image scale was found having good model fit. There were significant differences on team image for on-the-spot fans among gender, age, education, career, and the duration of support etc. There were more marketing implications discussed in the study to assist the team identification, the higher purchase intention fans increased by perceived value. In conclusion, the team image scale for Professional Baseball games fits the empirical study and has good reliability and validity. However, further studies are required in this regard.