本研究目的主要在於分析不同個人背景變項的職棒球迷,感受職棒服務品質、滿意度、忠誠度以及再購意願上的差異情形。研究以中華職棒大聯盟球迷為對象,並於各隊於2005年9月至10月在台南比賽時於現場實施調查,採隨機抽樣方式,計回收有效問卷1743份。經t考驗及單因子變異數統計分析後,本研究有以下的發現:1.不同性別的球迷感受職棒聯盟與球團之「服務品質」、「滿意度」、「忠誠度」因素方面有顯著差異存在;2.已婚者與未婚者在的球迷感受職棒聯盟與球團之「服務品質」及滿意度及「再購意願」方面有顯著差異存在;3.不同年齡的球迷在感受職棒聯盟與球團之服務品質、滿意度、忠誠度及再購意願方面並沒有顯著差異存在;4.不同教育程度、個人月收入、支持球隊及職業的球迷在感受職棒聯盟與球團之「服務品質」、「滿意度」、「忠誠度」及「再購意願」因素方面有顯著差異存在。根據上述的結果,本研究認為職棒經營者可根據結果擬定出不同的行銷策略,此外本研究亦對未來研究提出具體之建議。
The purpose of this study was aimed to analyze the demographic of the fans who difference perceived by service quality, satisfaction, loyalty, and repurchase intention in CPBL. Questionnaire was by all CPBL teams, includes Elephant, Buff, Lion, Whale, Bear, and Cobras, investigated fans attendance in Tainan city at Set to Oct 2005 random sampling was used, and 1743 effective questionnaire was colleted. After t test and one way ANOVA statistic analysis, there are finding following as: 1.There are significance difference of service quality, satisfaction, and loyalty on different sex of fans. 2. There are significance difference of service quality, satisfaction, and repurchase intention both on marries and unmarried of fans. 3. There was no significance difference in four factors on age. 4. There are significance difference in four factors on different education degree, income at one month, job and spectate age of fans. According to the finding, this study not only gives marketing strategy for CPBL, but also supports good suggestion for future research.