運動賽事迷之行為研究-以超級籃球聯賽之台啤隊迷為例

The Study of Sports Fans’ Behavior -Take the Taiwan Beer Team as an Example

李姿靜(Tzu-Ching Li)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200281

摘要

在國內眾多球類運動中，籃球運動是除了棒球運動以外，另一項深受各年齡層喜愛的運動。目前，超級籃球聯賽(Super Basketball League, SBL)是台灣籃球運動迷聚焦最多的賽事，其中以台啤隊為人氣指標球隊，其球迷數、後援會較為眾多，而職業運動的發展需要球迷來捧場，球隊又非常仰賴球迷的支持與認同，且在球賽中，球迷是球賽最重要的精神象徵。另外，球迷的支持與認同不僅可以帶動職業運動的發展，也連帶週邊相關產品的熱賣。
本研究利用SEM結構方程式來驗證品牌知覺價值、品牌忠誠度與熱迷行為之間關聯性，並以「台啤隊迷」為研究對象，研究發現：當消費者對品牌之知覺價值愈高，則對該品牌忠誠度愈高；當消費者之品牌忠誠度愈高，則熱迷行為愈強烈；當消費者對品牌之品牌知覺價值愈高，則熱迷行為愈強烈。從實證中發現，台啤隊迷在品牌知覺指標中皆達顯著，其中以延伸自我的表現最低；而品牌忠誠度以態度忠誠較高，代表著對於台啤隊迷而言，心理對於品牌的承諾高於對品牌週邊商品的實質購買；在熱迷行為表現上，以產品收藏行為較高表示台啤隊迷的行為會透過購買與收藏台啤隊相關週邊商品，來達成熱迷行為，而非僅限於口碑傳播，也顯示出台啤隊迷在產品收藏行為上之積極。
此外，研究中品牌忠誠度在台啤隊迷的品牌知覺價值與熱迷行為之間具有部分中介效果。因此，台啤隊應提高熱迷之品牌忠誠度，使其熱迷自發性替品牌或商品擔任宣傳與代言之角色，來增加口碑推薦行為以及購買商品數量，進而培養出新的忠誠顧客。

關鍵字

品牌忠誠度 ； 運動行銷 ； 品牌知覺指標 ； 熱迷行為 ； 品牌知覺價值

並列摘要

Among those popular domestic sport games, basketball had become another favorite sport game besides baseball. Moreover, the Super Basketball League, SBL was an event that most basketball fans focus on, and the Taiwan Beer team earns the most popularity and has more fans than other teams. The development of professional sports needs the endorsement of fans. Furthermore, the team needs fans’ support and recognition as the fans were their most important spiritual symbol in every game. Besides that, the support and recognition of fans could also raise the sales of the team’s peripheral products.
In this study, we applied the structural equation modeling to verify the relationship among perceived value of brand, brand loyalty and fans behavior, and the Taiwan Beer Fans as the research target. The result show as followed： 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, five dimensions within perceived value of brand are all significant, but among them, perceived extended-self is the lowest. While higher attitudinal loyalty in brand loyalty implies that the Taiwan Beer Fans physically considered that the brand promise is more important than the substance purchased of brand merchandise. In fans behavior showed that the Taiwan Beer Fans have higher product collection behavior and they would reached their fans behavior through the purchasing and collecting Taiwan Beer team-related merchandise rather than the word-of-mouth, this also shown the positive in product collection of the fans.
In addition, the result also shows the brand loyalty acts as a partial mediator in the relationship between brand perceived value and fans behavior. Therefore, it is important to increase brand loyalty, so that consumers would volunteer to recommend others and willing to increase word-of-mouth and purchasing more, thereby develop more new loyal customers.

並列關鍵字

Fans Behavior ； Perceived Value of Brand ； Brand Loyalty ； Brand Luxury Index Model ； Sports Marketing

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