球迷對球場體驗行銷、活動體驗滿意度與忠誠度關係之研究－以統一7-Eleven獅為例

本研究以統一7-Eleven獅為例，主要探討統一7-Eleven獅球迷對球場體驗行銷、活動體驗滿意度與球迷忠誠度關係之研究。本問卷資料分析用統計軟體SPSS採用信、效度考驗、獨立樣本T檢定、單因子變異數分析、相關分析及迴歸分析，進行資料研究分析與研究推論。本研究預試問卷共發放90份有效問卷。本研究團隊於網路進行正式問卷施測，共收回269有效問卷。研究結果顯示（一）、球迷多為男性、年齡21～30歲以下、職業為學生之年輕族群為主、球迷對軟體設備較為滿意（二）、部分不同背景變項在三個構面有顯著差異（三）、體驗行銷對活動體驗滿意度及球迷忠誠度都具有顯著正相關（四）、球迷體驗行銷對滿意度及忠誠度具有顯著正向影響效果。

關鍵字

中華職棒；體驗行銷；滿意度；忠誠度

並列摘要

This study takes UniLions Baseball Team as an example to discuss three perspectives, these are, fans' satisfaction, loyalty toward events and experience marketing at a stadium. SPSS is utilized as a method to collect and analyze the questionnaires. During this analysis procedure, liability and validity test, independent sample t-test, one-way ANOVA, correlation analysis and regression are used. The research team conduct a formal online questionnaire, a total of 269 valid questionnaires are collected. The results represent that most of the fans are males, from 21 to 30 years or younger, and they are mainly students who show more interested in software equipment of a stadium. Participants' backgrounds variables show a significant difference in these three perspectives, while fans' experience marketing leads positive effect toward their satisfaction and loyalty.

並列關鍵字

the Chinese professional baseball league ； experience marketing ； satisfaction ； loyalty

參考文獻

Schmitt, B. H (1999). Experiential Marketing. Joumal of Marketing Management ,5,53-67.

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王伯文 (2005)。民宿體驗、旅遊意象，遊客滿意度與忠誠度影響關係之研究，以奮起湖地區為例。（未出版碩士論文），南華大學旅遊事業管理研究所，嘉義縣。