- 學位論文
品牌知覺價值、品牌忠誠度與熱迷行為之研究-以兄弟象迷為例
A Study of Relationship among Perceived Value of Brand, Brand Loyalty and Fans Behavior: The Fans of Baseball Team Brother Elephants as an Example
摘要
在台灣眾多球類運動中，以棒球運動發展最早，其觀眾群與受關注之程度亦是各項球類運動中數一數二的。台灣棒球職業球隊中，以成立最早的兄弟象隊之球迷數、後援會成立數目、對於球迷之經營與管理較於突出。在2009年10月26日假球案爆發，瞬間對兄弟象、兄弟象迷以及整個中華職棒聯盟投入極大的震撼彈。成立已超過20年的中華職棒，打假球事件接續爆發，對於職棒環境之經營無疑是一大挑戰。兄弟象隊面對本身所建立之形象與球迷忠誠度遭致某種程度的破壞時，該如何重建球迷對兄弟象的支持與熱情，進而恢復原有水準的各項收入。 本研究利用SEM結構方程模式來驗證品牌知覺價值、品牌忠誠度與熱迷行為之間的關聯性，並以「兄弟象迷」為研究對象，研究結果為：當消費者對品牌的知覺價值越高，則對該品牌忠誠度越高；當消費者之品牌忠誠越高，則熱迷行為越強烈；當消費者對品牌知覺價值越高，則熱迷行為越強烈。從實證研究中發現，兄弟象迷於品牌知覺指標中以愉悅性之表現較低，是否正反映了黑象事件對於象迷的心理衝擊，值得深究；而品牌忠誠度之兩構面表現相近，意旨兄弟象迷除給予「兄弟象」心裡上的承諾，同時於實際購買行為上給予支持；在熱迷行為表現上，以口語口碑傳播最低，推估「黑象事件」導致兄弟象迷減少與同儕間口語口碑的傳播與接收。另外，本研究採取網路問卷的發放方式，是否代表填答者較慣於網路上的資訊搜尋與意見交換，較少採用面對面的口語口碑，值得後續研究進一步深入探討。 此外，於研究中品牌忠誠度在兄弟象迷的品牌知覺價值與熱迷行為之間具有部份中介效果。推論兄弟象迷受「黑象事件」影響，雖在態度及行為上對於兄弟象還是保有一定的忠誠度，但在熱迷行為中的口語口碑傳播則趨於保守低調。因此，建議兄弟象應提高熱迷的品牌忠誠度，使得熱迷自發性擔任品牌或商品之宣傳與代言的角色，進而提高產品的銷售且透過熱迷再去培養出新的忠誠顧客。
並列摘要
Among all the ball games, baseball is the earliest developed sport in Taiwan. Brother Elephants is the most popular team in CPBL, due to its larger spectators, the great number of fan clubs and the outstanding interaction with fan. However, the popularity has been challenged since some players were accused of involving in manipulate the games in October 26, 2009. The scandal had caused an enormous shock to Brother Elephants, the fans and the whole CPBL, in addition had damaged the reputation and credibility of the basketball game. Under such circumstance, rebuilds the passion of supporters, and maintain the profit level are important challenge for Brother Elephants. In this study, we adopt structural equation modeling to test the relationship among perceived value of brand, brand loyalty and fans behavior. The results of Amos show as following: The higher consumer perceived value of the brand, the higher brand loyalty is; the higher consumer brand loyalty is, the stronger fans behavior is; the higher consumer perceived value of the brand, the stronger fans behavior is. In the BLI model, perceived hedonic is the lowest which might influence by the scandal. Both attitude and behavior are remarkable in brand loyalty dimension which means fans not only give pledge to Brother Elephants, simultaneously give the support in the actual purchase behavior. Finally in fans behavior, word-of-mouth is the lowest segmentation and might caused by two reasons: 1) after the game-fixing incident, fans would feel ashamed to discuss Brother Elephants in public, thus internet provide the ability for them to comment anonymously. 2) The questionnaire was obtained from internet in which the fans are familiar with and thus have higher response rates. In addition, the result also shows that brand loyalty acts as a partial mediator in the relationship between brand perceived value and fans behavior. Since the fans behavior might became conservative after the scandal, it is important to increase brand loyalty, so that loyalty consumers would volunteer to recommend others and willing to purchase more. In return, introduce more fans behavior and sales to the Brother Elephants.