職棒興農牛隊球迷選擇支持因素與忠誠度之研究

A Study of Fan Support and Loyalty toward Sinon Bulls Professional Baseball Team

王忠茂(Chung-Mao Wang)

《大專體育學刊》 7卷2期 (2005/06) Pp. 25-35

https://doi.org/10.5297/ser.200506_7(2).0002

摘要

本研究旨在探討興農牛職業棒球隊球迷之選擇支持因素與忠誠度。研究對象以273位赴台中棒球場現場觀賞職棒興農牛隊比賽，並喜愛興農牛隊之球迷。以「球迷支持因素、忠誠度量表」為工具，進行現場問卷調查。根據調查所得資料以描述統計、因素分析等方法進行資料處理，結果發現：一、牛迷的選擇支持因素為：「團隊與形象因素」、「熟識與經營因素」、「親友與戰績因素」、「地利與主場因素」，而不是以折和票或免費票為主之「金錢因素」。二、牛迷在下列情況：「當別的球隊戰績更佳時」、「當有新的球隊出現時」、「即使興農牛隊戰績變差時」、「即使家人、朋友強力的說服」、「當我喜愛的球員或教練退休時」、「當我喜愛的球員或教練跳槽時」發生時，均不會影響支持興農牛隊，研究結果顯示：牛迷對牛隊具有高忠誠度。

關鍵字

職棒 ； 球迷 ； 選擇支持因素 ； 忠誠度

並列摘要

The purpose of this study was to explore fan support and loyalty toward the professional baseball team ”Sinon Bulls.” Subjects for this study were 273 fans of Snion Bulls attending the competitions taken place in Taichung. A questionnaire entitled ”The Ran Support and Loyalty Scale” was used as instrument to collect data from fans attending the games. Two findings were concluded from this study. First, factors influencing fans to support Sinon Bulls included ”image and team,” ”familiarity and management,” ”relatives and performance,” ”place and home games” rather than the factors of ticket discount or give-away tickets. Second, fans' loyalty toward Sinon Bulls would not be influenced by such factors as ”other teams outperforming Sinon Bulls,” ”the presence of new teams,” ”the performance of Sinon Bulls turned down,” ”under strong persuasion of family members and friends,” ”the retirement of favorite players or coaches,” and ”the turnover of favorite players or coaches.” The results showed that Sinon Bulls' fans possessed high team loyalty toward the Sinon Bulls.

並列關鍵字

professional baseball ； fan ； support ； loyalty

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