高中籃球聯賽行銷策略對於球迷參與動機影響之研究

A Study of the Effects on Marketing Strategy to Fans' Participating Motivation in High School Basketball League

張怡中(Yi-Chung Chang) ； 陳正強(Cheng-Chiang Chen)

《運動事業管理學術研討會論文集》 6期 (2007/05) Pp. 189-204

https://doi.org/10.29464/YDSYGL.200705.0189

摘要

本研究是在探討HBL球迷參與動機及HBL行銷策略對於球迷參與動機之影響，利用問卷調查法對HBL現場球迷進行調查，於台北市立體育館（紅館）比賽現場實地發放問卷，共發放600份，回收問卷563份，回收率93%，扣除部份填答之無效問卷32份，有效問卷共計531份，問卷有效率94%，用SPSS統計軟體將資料統計分析，以描述性統計與Pearson積差相關分析探討變數之間的關係。根據統計分析的結果進行假設檢定，五個研究假設全部成立，因此五個行銷策略對球迷參與動機之間均呈現正向關係，而HBL球迷參與動機認同程度前五名為「可以豐富個人休閒生活」、「符合個人興趣」、「受到出賽球員精湛的球技所吸引」、「表達自己對喜愛的球員（隊）的支持」、「表示對台灣籃球運動發展的關心」。行銷策略影響球迷參與動機的排列順序為「良性競爭行銷策略」、「媒體行銷策略」、「產品行銷策略」、「代言人行銷策略」、「網路行銷策略」。
本研究根據結果及文獻回顧之發現，提出以下五點建議：（一）提升球賽的話題性，包裝球員及球賽、提昇硬體設施及便利性。（二）球迷對於籃球明星的認同度比當紅藝人來的高，日後活動舉辦時，透過合適的代言人屬性，來強化先產品形象，增強宣傳效果。（三）提昇比賽的精彩度，增加比賽的可看性，能吸引更多球迷前來參與。（四）主辦單位對於媒體通路部分需加強，及提升網路資訊的準確性，勢必多加重視。（五）決賽地點若移師南部地區，相信會吸引更多北部以外的球迷前來參與比賽。

關鍵字

高中籃球聯賽 ； 行銷策略 ； 球迷參與動機

並列摘要

This study is to explore the participating motives of HBL fans and the effects of applying different marketing strategies to the participating motives. In total there were 600 surveys given out to the fans who went to see HBL live games. 563 copies were collected back (collecting rate: 93%). Among the collected ones, there were 32 considered to be excluded as they were only partially filled. Thus it made the successful surveys to become 531 copies (successful rate: 94%).
In order to understand the relation between marketing strategies and fans' participating motives, SPSS statistical software was used to analyze data from the surveys and the results were analyzed by two ways: Descriptive Statistics and Pearson. According to the results, the 5 pre-made hypotheses were all confirmed to be correct. It was concluded all these 5 marketing strategies had positively relation with the participating motives.
The top 5 participating motives were selected to be: for a richer leisure life, for personal interest, attracted by outstanding skills of certain players, to support certain players or teams, and last to support basketball growth in Taiwan.
The top 5 marketing strategies affecting the participating motives ranked as positive competition, media, product promotion, sponsorships, and internet promotion
According to the results of this study and other past studies, there were 4 suggestions made: moving the finals to southern Taiwan to attract more fans outside northern Taiwan, having SBL superstars to sponsor HBL events, enhancing web ability in order to promote more effectively and last establishing more basketball role models to create more topics.

並列關鍵字

HBL ； marketing strategies ； fan's participating motives