Lamigo桃猿球迷參與中華職棒賽事動機與忠誠度之研究

Study on the Motivation and Loyalty of Taoyuan Lamigo Monkeys Fans' Participating in the Chinese Professional Baseball League

鍾潤華(Jun-Hua Chung)

《嘉大體育健康休閒期刊》 14卷3期 (2015/12) Pp. 74-87

https://doi.org/10.6169/NCYUJPEHR.14.3.06

摘要

本研究目地探討中華職業棒球大聯盟Lamigo桃猿隊之球迷參與現場賽事之動機與忠誠度之關係。研究方法採用問卷調查法進行，資料分析以AMOS 21.0進行結構方程模式分析研究架構之配適度與各因素間關係。本研究以桃園棒球場Lamigo加油區三壘側之球迷作為研究對象，發放400份問卷，回收394份有效問卷，有效問卷回收率98.5%，其問卷題項包含球迷參與動機量表、球迷忠誠度量表，以及個人基本資料共計三部份，量表部份採用李克特五點式量表作為衡量尺度。研究結果顯示研究樣本以男性、未婚、大專學歷為居多，結構模式分析結果顯示動機對忠誠度具顯著正向之影響，路徑係數達0.70* (p＜0.05)；整體模型之配適度經判別顯示為良好，故研究模型具效度。研究者依據研究結果，提出五項提升球迷參與動機之建議，望能提供相關單位作為實務及未來研究之用。

關鍵字

Lamigo桃猿 ； 動機 ； 忠誠度 ； 結構方程模式

並列摘要

This study aims at exploring the relationship between the motivation and the loyalty of Taoyuan Lamigo Monkeys fans' participating in the live games of the Chinese Professional Baseball League. The questionnaire survey is used for this research. Structural equation modeling is employed AMOS 21.0 to analyze and study the framework's fitness and the relationship among various factors. Fans of Lamigo in the third base of cheer zone in Taoyuan baseball field are taken as the research object. 400 questionnaires were delivered to them and 394 valid questionnaires were returned back with the effective questionnaire recovery rate being 98.5%. The questionnaire items contain a total of three parts: fan participation motivation scale, fans' loyalty scale, as well as personal basic data. In terms of the scale, the Likert five-point scale is used as the measuring scale. The results show that the samples studied are mainly unmarried, male as well as people of college degree. Besides, the structural model analysis results show that the motivation has a significantly positive influence on the loyalty with the path coefficient being 0.70* (p＜0.05); after being distinguished, it shows that the fitness of the integral model is good. Therefore, the research model is valid. Researchers put forward five suggestions for enhancing the fans' participation motivation based on the results of the study, hoping that these suggestions could be used by related units as practice and be used for future researches as well.

並列關鍵字

Taoyuan Lamigo Monkeys ； motivation ； loyalty ； structural equation modeling

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