NBA之熱迷行為研究-以台灣球迷為例

The Study of NBA Fans’ Behavior-Taiwan fans as an Example

張哲誠(Che-Cheng Chang)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/CYCU.2015.00170

摘要

在國內外眾多球類運動中，籃球是一項各年齡層所喜愛且瘋狂的運動賽事。在台灣，美國職業籃球聯盟(National Basketball Association, NBA)是最多人觀看的國際籃球賽事之一，也是世界最頂尖的職業籃球組織。其所販售的商品也使粉絲們相當喜愛，透過NBA迷的支持，不僅可以帶動周邊商品的發展也是球星與球隊的精神指標之一。
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，以「台灣NBA迷」為研究對象，研究發現：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，則熱迷行為些微正向但未達顯著。從實證中發現，NBA迷的品牌知覺價值中，以品質性最低愉悅性最高；品牌忠誠度方面則是以態度忠誠較高，代表NBA迷在心裡對於品牌的承諾大於實際上去購買商品；在熱迷行為方面則是以產品收藏較高，代表NBA迷除了會以口碑傳播行為外，也會利用產品的商藏來達到熱迷行為。
此外，研究中發現品牌忠誠度在NBA迷的品牌知覺價值與熱迷行為之間具有完全中介效果存在，代表品牌知覺價值對熱迷行為會完全受到品牌忠誠度的影響，NBA聯盟應持續維持NBA迷的品牌忠誠度外，必須透過創新的行銷手法來提高品牌忠誠度，並且提高品牌價值性，培養出忠誠度更高的粉絲。

關鍵字

品牌知覺價值 ； 品牌忠誠度 ； NBA ； 熱迷行為 ； 運動行銷

並列摘要

Among all popular domestic sport games, basketball is the most favorite games in every ages. In Taiwan, the most of fans focus on National Basketball Association, and NBA is the top of the basketball association in the world. NBA products earns the most popularity, Furthermore, the supports of NBA fans can not only promote the development of products and it is the spiritual strength for the team and NBA all star players.
In this study, we use structural equation modeling to test the relationship among perceived value of brand, brand loyalty and fans behavior, and Taiwan NBA fans as the research target. The result of SEM 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 fans behavior is Positive but not significance. In the BLI model, Perceived Quality is the lowest, Perceived Hedonic is the highest; and higher attitudinal loyalty in brand loyalty implies that the NBA Fans physically considered that the brand promise is more important than the purchase of products. In fans behavior show that NBA fans have higher product collection behavior, in order to reach fans behavior, they through the word-of-mouth and purchasing and collecting the NBA products.
In addition, the result also shows the brand loyalty has the Full mediation between brand perceived value and fans behavior. Brand perceived value to fans behavior will be completely influenced by brand loyalty. NBA should maintain fans brand loyalty and need to increase brand loyalty through innovative marketing techniques, and increase the value of the brand, cultivate a higher loyalty of fans.

並列關鍵字

Brand Loyalty ； NBA ； Fans Behavior ； Perceived Value of Brand ； Sports Marketing

參考文獻

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徐達光 (2004)，消費者心理學

黃俊英 (2000)，行銷管理—策略性的觀點，台北:華泰文化事業股份有限公司。