中華職棒大聯盟及球團服務品質、滿意度與忠誠度對球迷再購意願影響之驗證

The Confirmatory Study of Impact on Fans Repurchase Intention by Service, Quality, and Loyalty in Chinese Professional Baseball League (CPBL) and Teams-Case Study in Central

陳優華(Yu-Hua Chen) ； 簡彩完(Tsai-Wan Chien)

《明道學術論壇》 1卷1期 (2005/09) Pp. 93-104

https://doi.org/10.6953/MJ.200509.0093

摘要

本研究目的主要在驗證球迷感受中華職棒大聯豐及球團服務品質、滿意度與忠誠度對其再購意願之因果關係。研究以中華職棒大聯盟球迷爲對象，各隊於2004年5月至6月在台南比賽時於現場寶施調查，採隨機抽樣方式，計回收有效問卷1743份。經線性結構方程模式統計分析後，本研究發現：1.職棒球迷感受職棒盟及球團之服務品質，對現場觀賞再購意願有正向因果關係存在：2.職棒球迷感受職棒聯盟及球團之滿意度，對現場觀賞再購意願有正同因果關係存在；3.職棒聯盟及球團球迷對球隊之忠誠度，對現場觀賞再購意願有正向因果關係存在。

關鍵字

服務品質 ； 滿意度 ； 忠誠度 ； 再購意願 ； 職業棒球

並列摘要

The purpose of this study was to confirm the causal relationship of fans that had perceived the service quality, satisfaction, and their loyalty to CPBL and teams by their willing to repurchase the tickets, Questionnaires were collected from all the CPBL fans from the teams Elephant, Buff, Lion, Bear, and Cobras. Totally 1743 effective questionnaires were recollected from the attendants in Tainan city from May to June 2004 using Random Sampling. Results from linear structure equation modeling analysis demonstrated that: 1. Positive causal relationships between service quality and repurchase intention of fans. 2. Positive casual relationships between satisfaction and repurchase intention of fans. 3. Positive casual relationships between loyalty and repurchase intention of fans.

並列關鍵字

service quality ； satisfaction ； repurchase intention ； professional baseball