從動機與認同觀點增進球迷成為付費會員意願

隨著國內職棒體制的發展越趨完善，以及認養主場的風氣普及，季票會員以及付費會員也在台灣各職棒球團發跡萌芽。因為國內對於這類與一般球迷稍有不同的球迷研究仍少，本研究以吸引更多球迷成為付費會員為目標，採用PLS結構方程式的模型進行研究分析，以動機理論作為基礎，探討職棒球團該如何透過制定行銷策略滿足不同的動機種類，從而提升球迷的進場意願，以及影響球迷成為付費會員的意願；並以球隊認同作為中介，探討球隊認同對於球迷成為付費會員意願又會有什麼樣的影響。經過實證，動機滿足對於進場意願具有重要的影響，而進場意願與球迷成為付費會員意願也具有正向影響。另外球隊認同除了對於球迷成為付費會員有正向影響外，同時也會間接影響進場意願與成為付費會員意願之間的關係。

關鍵字

效用動機；享樂動機；社會動機；球隊認同；會員意願

並列摘要

With the development of the domestic professional baseball system becoming more and more perfect, and the popularity of adopting a home court, season ticket members and paid members are also got more and more common in various professional baseball teams in Taiwan. With the goal of attracting more fans to become paying members, this research uses the PLS structural equation model for research and analysis. Based on motivation theory, it explores how professional baseball teams can formulate marketing strategies to improve the entry of fans by satisfying different types of motivation, to make fans more willing to go to the scene to watch the game. The willing to go to the scene to watch the game also influencing the willingness of fans to eventually become paying members, also using team identity as an intermediary, this paper explores the impact of team identity on fans' willingness to become paying members. After empirical evidence, motivational satisfaction has an important impact on the willingness to go to the scene to watch the game, and the willingness to go to the scene to watch the game and the willingness of fans to become paying members also have a positive impact. In addition, team recognition has a positive impact on fans becoming paying members, and indirectly affects the relationship between the willingness to enter the market and the willingness to become a paying member.