不同涉入程度球迷對中華職棒品牌形象認知與行為意圖之關係

Different Involvement Extents of Fans toward the Relationship of Brand Image Cognition and Behavior Intentions of Chinese Professional Baseball League

宋威穎(Wei-Ying Sung)

《大專體育學術專刊》 98年度 (2009/05) Pp. 401-410

https://doi.org/10.6695/AUES.200905_98.0052

摘要

本研究主要目的是在探討不同涉入程度球迷對中華職棒品牌形象認知與行為意圖之關係，以現場觀看賽事球迷為對象進行調查，採用便利取樣方式發放問卷，共計發出900份問卷，回收有效問卷共749份，有效問卷回收率為83.2%，經描述性統計、單因子多變量變異數分析、單因子變異數分析、皮爾森積差相關及典型相關分析後發現：一、不同涉入程度球迷除對中華職棒品牌認知形象部分認知普遍較高外，其餘品牌形象認知部分（聲望價值、品牌風格、社會認同）均不高，其中，又以社會認同形象認知程度最低，除此之外，球迷在行為意圖上不論涉入程度高低普遍對中華職棒具有高度的推薦意願及重遊意願；二、不同涉入程度球迷對中華職棒品牌形象認知沒有顯著差異存在；但中度涉入球迷在推薦及重遊意願上顯著高於低度涉入球迷；而高度涉入球迷在重遊意願上顯著高於低度涉入球迷；三、球迷不論涉入程度高低，對中華職棒的聲望價值、品牌風格、品牌認知與社會認同形象認知越高者其推薦意願與重遊意願均會越高，根據研究分析結果，本研究不僅對中華職棒聯盟及球團業者提出相關建議，亦針對此議題提出後續研究之建議。

關鍵字

單因子多變量 ； 典型相關分析 ； 球團業者

並列摘要

The purpose of this study was to probe into different involvement extents of fans toward the relationship of brand image cognition and behavior intentions of Chinese Professional Baseball League, taking fans watching matches on the scene as the subjects to carry out the investigation. The study adopts the convenience sampling method by sending out 900 questionnaires. A total of 749 effective questionnaires were recycled, and the effective questionnaire recycling rate was 83.2%. After went through descriptive statistics, one-way multivariate analysis of variance (MANOVA), one-way analysis of variance (ANOVA), Pearson product-moment correlation and canonical correlation analysis, the study has discovered the following findings: 1. Besides having a general high cognition toward brand image cognition of Chinese Professional Baseball League, the fans with different involvement extents toward the remainder brand image cognition (such as prestige value, brand style, society identity) is not high. Among them, the lowest degree of image cognition goes to society identity. In addition, regardless of what the involvement extents the fans are having, they generally possess a high degree of behavior intentions toward recommendation intentions and revisit intentions of Chinese Professional Baseball Ledge. 2. For fans with different involvement extents, there is no existence of significant variance toward brand image cognition of Chinese Professional Baseball League; but for fans with moderate involvement extents, their recommendation and revisit intentions are significantly higher than fans with lower involvement extents; and that for fans with high involvement extents, their recommendation and revisit intentions are significantly higher than fans with low involvement extents. 3. Regardless of what the involvement extents the fans are having, the higher their image cognition toward reputation value, brand style, brand cognition and society identity of Chinese Professional Baseball League, the higher their commendation intentions and revisit intentions. Following the analysis results, this study has not only proposed the related suggestions to Chinese Professional Baseball League and the ball team industry, it has also raised suggestions on such issue for follow-up study.

並列關鍵字

one-way MANOVA ； canonical correlation analysis ； ball team industry