第三屆SBL超級籃球聯賽球迷對各隊之滿意度與忠誠度之研究

The Study of SBL fans Satisfaction and Customer Loyalty-The Case Study of the 2nd Super Basketball League

齊璘(Lin Qi)

《運動知識學報》 5期 (2008/09) Pp. 305-319

https://doi.org/10.29596/BGYY.200809.0028

摘要

本研究之目的主要在於分析第三屆SBL超級籃球聯賽(Super Basketball League, SBL)觀賽球迷對各隊之滿意度與忠誠度。研究以該年之觀賽球迷為研究對象，而資料收集是探問卷調查而進行之研究。本研究分析不同人口統計變項之超級籃球聯賽球迷之觀賽滿意度與球隊忠誠度狀況，並探討球迷滿意度與忠誠度間之關係。
本研究採便利之抽樣方式，得有效問巷375份，資料處理採描述統計、因素分析、單因子變異數分析、迴歸分析。經統計分析後，本研究發現如下所述：球迷樣本分佈以支持的球隊以達欣虎(20.3%)最多，其次為裕隆恐龍(18.4%)等。受試者主要居住於北部，占總樣本之92.0%，性別方面，女性填答者遠較男性為多（女性：70.7；男性：29.3%）。樣本年齡集中在20~29歲、20歲以下，而職業部份，以學生(76.5%)為主，且又以大專(60.3%)與高中職(29.1%)最多。

關鍵字

SBL超級籃球聯賽 ； 球迷滿意度 ； 球迷忠誠度

並列摘要

The objective of this research is to analyze the satisfaction and loyalty of basketball fans in regards to Taiwan's SBL (Super Basketball League). Data was gathered by collecting from fans watching the 2008 SBL games, in purpose to analyze the variety of population statistics of the fans enjoying the game in respect to their status of content related to their level of loyalty.
In this study, random samples where taken from 375 effective, and data processing was performed by using descriptive statistics, factor analysis, single variable ,and regressive analysis. After our approach, results were as follows: the percentage of the distribution of fans favoring Dali-Sin-Hu were the highest, with 20.3%, followed by U-rong, with 18.4%. The majority of the fans live in the north area, which accounts for 92% of the total sample in this research. From the, we also found out that 70.7% of the answerers consisted of females, and 29.3% of males, with the average age ranging below and between 20 to 29. As for the occupation, the majority is composed of students (76.5%), with a large segment from college (60.3%) and high school students (29.1%).

並列關鍵字

SEL Super Basketball League ； fan satisfaction ； fan loyalty