職棒網路互動性、訊息論點品質與顧客滿意度對再購意願的影響-以中華職棒Lamigo球迷社群媒體為例

A Study of Effect of Professional Baseball Internet Interactivity, Argument Quality, Customer Satisfaction on Repurchase Intention:An Example of Chinese Professional Baseball League Lamigo Fans' Social Media

任翌辰(Jen Yi-Chen)

指導教授 ： 馬上閔

國立屏東科技大學/人文暨社會科學院/休閒運動健康系所/碩士(2018年)

https://doi.org/10.6346/THE.NPUST.RSHP.013.2018.F03

摘要

本研究旨在驗證Lamigo球迷職棒網路互動性、訊息論點品質、顧客滿意度及再購意願之結構模式，於2018年01月30日至2018年03月1日採網路問卷方式回收，以PTT與Facebook社團之Lamigo球迷為研究對象，以便利抽樣法實施問卷調查，共計回收302份有效問卷。資料經結構方程模式LISREL 8.80套裝軟體進行統計分析，研究結果顯示，職棒網路互動性對訊息論點品值有直接且正面的影響(γ=0.74, t=8.51)；職棒網路互動性對顧客滿意度有正向之直接影響(γ=0.24, t=2.89)；訊息論點品質對顧客滿意度有正向之影響(β=0.56, t=5.56)；顧客滿意度對再購意願有正向之影響(β=0.96, t=10.11)；職棒網路互動性對再購意願無直接影響(γ=-0.08, t=-1.22)；訊息論點品質對再購意願無直接之影響(β=0.02, t=0.24)。預計此研究結果，可提供Lamigo與其他職棒球隊作為網路媒體行銷之建議及後續研究的參考。

關鍵字

職棒網路互動性 ； 訊息論點品質 ； 顧客滿意度 ； 再購意願

並列摘要

The purpose of this study was to test a structural model of professional baseball internet interactivity, arguement qulity, customer satisfaction on repurchase intention. A method of purposive sampling was applied to acquire the subjects by distributing online questionnaire to Lamigo fans in the PTT and Fackbook community from January 30th to March 1st , 2018. A total of 302 valid subjects were obtained. Lisrel 8.80 was used to test the structural model proposed in this study. Finding showed that (a) professional baseball internet interactivity has a direct positive effect on argument qulity (γ=0.74, t=8.51); (b) professional baseball Internet Interactivity has a direct positive effect on customer satisfaction (γ=0.24, t=2.89); (c) argument quality has a direct positive effect on customer satisfaction (β=0.56, t=5.56) (d) customer satisfaction has a direct positive effect on repurchase intention (β=0.96, t=10.11);(e) professional baseball internet interactivity has no direct positive effect on repurchase intention (γ=-0.08, t=-1.22); (f) argument quality has no direct positive effect on repurchase intention (β=0.02, t=0.24). Based on the results, suggestions and practical implications for Lamigo and other professional baseball teams as a recommendation for online media marketing were addressed in this study.

並列關鍵字

Lamigo ； Professional Baseball Internet Interactivity ； Argument Quality ； Customer Satisfaction ； Repurchase Intention

參考文獻

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中文文獻

王秋華、徐悌（2001）。網路教學之學生學習行為與學習滿意度及學習績效的關係。大葉大學資訊管理研究所碩士論文，未出版，彰化縣。