中華職棒球隊認同、主場經營認同對於持續涉入與滿意度關係之研究

The Research of the Correlation between team Identification and Home Court Identification-Continuous Involvement and Satisfaction in Chinese Professional Baseball League

王派健(Pai-Chien Wang)

《運動知識學報》 12期 (2015/07) Pp. 40-55

摘要

目的:中華職棒發展至今已經二十五個年頭，中華職棒聯盟經歷過簽賭等事件後，亦今仍是臺灣屹立不搖的職業聯隊。因此，本研究的目的是在探究中華職棒球迷對於球隊認同與主場經營認同上的差異，並分析兩者認同對於球迷持續涉入與滿意度之影響。方法：研究以中華職棒四支球隊之支持球迷為對象，並透過網路問卷進行回收，共計回收的有效樣本為187份。結果：透過實證的結果，本研究提出以下發現：1.主場經營認同對於持續涉入並無顯著影響，但進一步分析發現主要是受到義大犀牛的族群及桃猿隊兩者的樣本所影響。2.球隊認同對於滿意度及持續涉入均有強烈的顯著關係。3.整體模式中，主場經營認同對於中華職棒滿意度有顯著影響，但進一步的分析發現義大犀牛跟兄弟象在主場經營認同對滿意度無顯著關係。4.持續涉入對滿意度無統計的顯著影響，但若只看兄弟象結果則為顯著相關。結論：綜觀上述分析結果，本研究不僅對職棒經營實務上提出建議，亦對未來研究者提出具體研究方向及其限制。

關鍵字

球隊認同 ； 主場經營認同 ； 持續涉入 ； 滿意度

並列摘要

Purpose: The Chinese Professional Baseball League (CPBL) is 25 years old. It remains a sports professional league that has stood tall in Taiwan even after the scandals of sports gambling and match fixing. For this, this study was focused on the difference in team identification and home court identification among baseball fans and investigation on the influence of these identification on the continuous involvement and satisfaction of fans. Methods: The fans rooting for the four clubs of CPBL were selected as the subject to whom online questionnaires were distributed. 187 questionnaires were retrieved and identified as valid. Results: The following findings from the analysis results were proposed: 1. The home court identification had no significant influence on continuous involvement, but a deeper investigation suggested that this result was biased due to the large quantity of samples from fans of EDA Rhinos and Lamigo Monkeys; 2. The team identification was highly significant to satisfaction and continuous involvement; 3. In the entire model, the home court identification was significant to the satisfaction with CPBL; however, a further observation suggested that this was not true for EDA Rhinos and Baseball Brothers; 4. The continuous involvement was not significant to satisfaction statistically; however this was true in the case of Baseball Brothers. Conclusion: Suggestions were proposed for the business running of professional baseball, and the study result may point the direction as well as the limitation for future studies.

並列關鍵字

Team identification ； Home court identification ； Continuous involvement ； User satisfaction