球迷涉入程度、滿意度與忠誠度關係之研究－以義大犀牛隊為例

The Study of the Relationships among the Involvement, Satisfaction and Loyalty-The Case Study of EDA Rhinos Team

陳佳伶(Chia-Ling Chen) ； 李蕙貞(Hui-Chen Lee)

《休閒運動期刊》 14期 (2015/09) Pp. 13-26

摘要

中華職棒大聯盟是台灣目前唯一的職業運動，成立至今已有24年之久，許多負面因素使職棒觀眾人數迅速下降，但受到經典賽的熱潮、加上多位旅外球員返台加入中華職棒，今年職棒掀起了一股熱潮，棒球再度恢復「國球」的風采。受到世界棒球經典賽的影響，職棒24年球季人數大幅成長，而職棒新成立的義大犀牛隊（前身興農牛），在總觀眾人數以及平均單場觀眾人數皆為四隊之冠，並且在成軍第一年就拿到總冠軍賽的門票。因此，本研究擬探討義大犀牛隊球迷涉入程度、滿意度與忠誠度之關係。本研究採便利抽樣進行問卷發放，總計發放問卷507份，有效問卷471份，並使用SPSS for Windows 18.0與AMOS統計軟體進行描述性統計、t檢定、探索性因素分析、信效度分析、線性結構方程式等統計方法進行資料分析。根據資料分析結果發現，球迷涉入程度對滿意度與忠誠度有顯著正向影響；球迷滿意度對忠誠度也有顯著正向影響。針對研究結果提供管理單位相關建議以提升義大犀牛隊球迷進場觀看球賽，並能提升其滿意度與忠誠度。

關鍵字

中華職棒 ； 涉入程度 ； 滿意度 ； 忠誠度

並列摘要

Chinese Professional Baseball League (CPBL) currently is the only professional sport in Taiwan which has been established for 24 years. Many negative factors that make baseball attendance declined rapidly; however due to the World Baseball Classic (WBC), in addition to a number of famous players returned to Taiwan to join the CPBL, CPBL set off a boom in 2013, and baseball once again resume ＂national sport＂ title. Affected by WBC, there is significant growth of audiences in the baseball season of 2013, the 24th year of CPBL. The newly formed baseball team EDA Rhinos (former Sinon Bulls), the total number of visitors and the average single-game attendance, both were in the first place among the four CPBL teams, and also received the final ticket to the CPBL Championship. Therefore, the purpose of the study was to investigate the relationship among involvement, satisfaction and loyalty of EDA Rhinos fans. Convenience sampling questionnaires was utilized, a total of 507 questionnaires distributed, and 471 valid. The collected data was analyzed by descriptive statistics, t-test, exploratory factor analysis, reliability and validity analysis, and Linear Structural Equation Model (SEM). The research found that, fans involvement have a positive impact on satisfaction and loyalty; fans satisfaction also have a significant positive effect on loyalty. Recommendations have been made for managerial unit to promote fans to walk in to the baseball stadium to increase their satisfaction and loyalty.

並列關鍵字

Chinese Professional Baseball League ； Involvement ； Satisfaction ； Loyalty