The Influences of Team Success, Star Player, and Brand Association on Purchase Intention: The Case of Satellite Fans

隊伍成功、明星球員與品牌聯想對購買意圖的影響：以衛星球迷為例

林民育(Min-Yun Lin) ； 陳琬蓁(Wan-Chen Chen) ； 馬上鈞(Shang-Chun Ma)

《臺東大學體育學報》 29期 (2018/12) Pp. 53-78

摘要

Purpose: This study aims to examine the relationships between team success, star player, brand association and merchandise sales among satellite fans. Methods: Data were collected from 493 satellite fans via an online survey and analyzed using structural equation modeling. Results: (1) Team success negatively impacted brand mark and commitment, but positively impacted social interaction, team history, and purchase intention. (2) Star player positively impacted brand mark, social interaction, commitment, and purchase intention. (3) Team history mediated the relationship between team success and purchase intention, while social interaction and commitment mediated the relationship between star player and purchase intention. Conclusion: These findings could help professional sports teams better understand how to capitalize on branding opportunities across geographic boundaries.

關鍵字

Team Success ； Star Player ； Brand Association ； Purchase Intention

並列摘要

目的：本研究旨在以衛星粉絲檢視運動隊伍相關因素（明星球員和團隊成功）、品牌聯想（品牌標識、承諾、社會互動、團隊歷史）與購買意圖之間的關係。方法：資料來源是透過網路收集493位的衛星球迷，並以結構方程模式進行分析。結果：（一）隊伍成功對品牌標識和承諾有顯著的負向關係，對社會互動、團隊歷史和購買意向有顯著正向影響；（二）明星球員顯著正向影響品牌標識、社會互動、承諾和購買意圖；（三）隊伍歷史在隊伍成功與購買意圖之間具有中介作用，而社會互動和承諾則在明星球員與購買意圖之間具有中介作用。結論：可以幫助職業運動隊伍更加了解跨域拓展品牌的有效方法，建議職業球隊除了利用球隊戰績和明星球員魅力外，也可透過強調球隊過去輝煌的歷史並融入產品中，有效提升海外球迷的購買意圖。

並列關鍵字

隊伍成功 ； 明星球員 ； 品牌聯想 ； 購買意圖

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