本研究旨在探究球迷在支持球隊因素的選擇、忠誠度表現與球隊行銷上的相關性。並以量化方式,針對四隊比賽之現場觀看球迷為研究對象,共回收400份問卷,研究分析工具上運用SPSS 12.0統計套裝軟體透過T檢定、單因子變異數分析、階層迴歸分析對有效回收問卷資料進行分析。研究結果發現1.在行銷因素方面,女性比男性更傾向選擇「行銷規劃」的因素;支持球隊因素方面女性比男性更傾向選擇「親友影響」的因素。2.支持球隊因素對球隊忠誠度有正面影響。3.球隊行銷對球隊支持因素與球隊忠誠度之相關性具有干擾效果。透過本研究了解中華職棒球迷的基本背景、支持球隊因素表現、球隊忠誠度表現與球隊的行銷表現,期以作為後續研究建議與各球團營運參考之用。
This study aimed to explore the relationship with factors that fans support the team selection, loyalty, marketing team performance. Using Quantitative research, for the four-team tournament's site to watch the fans for the study, 400 questionnaires were collected, using SPSS 12.0 statistical software packages on the research and analysis tools through T-test, ANOVA analysis, hierarchical regression analysis of effective questionnaires the data for analysis. The results showed that a factor in marketing terms, women are more inclined to choose "Marketing Plan" factors than men; Support team factors women are more inclined than men to choose "friends and relatives affected" factors. (2) support team factors have a positive impact on the team loyalty. 3 teams of marketing support for the team and team-related factors loyalty moderating effect. Through this study to understand the basic background of the Chinese Professional Baseball fans to support the team performance factor, team performance and team loyalty marketing performance, as a follow-up study of the proposal with the pellet operation reference.