中華職棒球迷消費決策型態及社會支持關係之研究

The study of consumer decision-making style and social support of Chinese Professional Baseball League fan

賴正全(Cheng-Chyuan Lai) ； 何育敏(Yu-Min Ho)

《嘉大體育健康休閒期刊》 14卷3期 (2015/12) Pp. 137-150

https://doi.org/10.6169/NCYUJPEHR.14.3.11

摘要

本研究旨在探討中華職棒球迷之消費決策型態及社會支持之關係，研究方法為調查研究法系統抽樣，研究工具為自編之消費決策型態量表及社會支持量表。研究對象為中華職棒賽事現場球迷，共發出900份問卷，收回537份問卷，回收率為59.7%，有效問卷共計419份，有效問卷率為78.0%。研究結論為：(一)不同背景變項的中華職棒球迷其消費決策型態具有顯著差異；(二)不同背景變項之中華職棒球迷其社會支持並無顯著差異之存在；(三)中華職棒球迷的消費決策型態及社會支持各項構面之間具有顯著正相關；(四)中華職棒球迷之社會支持可以預測消費決策型態，並具有正向之影響。本研究根據研究結果提出若干建議，供中華職棒經營者及後續研究者進行相關研究之參考。

關鍵字

球迷 ； 運動行銷 ； 職業棒球運動

並列摘要

The objective of this research is to examine the relationship between consumer decision-making style and social support of Chinese Professional Baseball League (CPBL) fan. We have conducted a survey research in our study in attempt to quantify consumer decision-making style and social support using ＂Likert＂ scales for questionnaire responses. The research participants were the onsite fans of CPBL tournament. Nine hundred questionnaires were distributed with 59.7% response rate 59.7% (537 were returned). There were 419 valid questionnaires with a 78% effective response rate. The research findings are: (1) There is no statistically significant difference in consumer decision-making style by socio-demographic profiles. (2) There is no statistically significant difference in social support by socio-demographic profiles. (3) There is a positive correlation of factors between consumer decision-making style and social support. (4) Social support is a predictor of consumer decision-making style, it has a positive impact on consumer decisions. This study raises implications and provides suggestions for Chinese Professional Baseball League and researchers who intend to study this subject.

並列關鍵字

Fans ； Sport Marketing ； Professional Baseball League

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