行銷知覺、籃球運動涉入程度與賽事替代性對消費意願之影響－以SBL為例

在台灣除了棒球運動非常受到歡迎外，籃球也是非常熱門的運動。而SBL超級籃球聯賽是台灣最高層級的籃球聯賽，但SBL球迷的進場人數卻是始終低迷甚至逐年下降。而職業運動最重要的還是需要有球迷的支持關注與參與，在球迷的支持關注與參與下，才能夠帶動職業運動的發展。因此本研究主要探討，在SBL行銷知覺、SBL品牌知覺、籃球運動涉入程度和賽事替代性各構面的影響下，球迷對於SBL消費意願的影響。本研究在文獻探討的部分，針對SBL行銷知覺、SBL品牌知覺、籃球運動涉入程度和賽事替代性進行相關文獻回顧，提出研究架構與假說，並以對於籃球運動有涉入者為研究對象。針對有效問卷進行敘述性統計分析，以了解樣本資料分布情況，再利用信度分析確立分析指標，最後進行迴歸分析了解各構面之間的關係，驗證研究假說是否成立。研究發現：當知覺SBL行銷活動做得越完善，球迷對於SBL的收視意願也會越高；當知覺SBL行銷活動做得越完善，球迷對於SBL的購票進場意願也會越高；當籃球運動的涉入程度越高，球迷對於SBL收視意願也會越高；當籃球運動的涉入程度越高，球迷對於SBL購票進場意願也會越高；當賽事替代性程度越高，球迷對於SBL購票進場意願也會越低。本研究依據以上研究結果，提出以下建議：一、規劃完善的行銷計畫二、推廣籃球運動及學生籃球聯賽三、建立專屬特色關鍵字：行銷知覺、品牌知覺、籃球運動涉入程度、賽事替代性

關鍵字

行銷知覺；品牌知覺；籃球運動涉入程度；賽事替代性

並列摘要

In addition to baseball being very popular in Taiwan, basketball is also a very popular sport. The SBL Super Basketball League is the highest level basketball league in Taiwan, but the quantity of SBL fans entering the game has been sluggish or even declining year by year.The most important thing for professional sports is that they need the support, attention and participation of fans. Only with the support, attention and participation of fans can they promote the development of professional sports. Therefore, this research mainly discusses the influence of fans on SBL consumption willingness under the influence of SBL marketing perception, SBL brand perception, basketball involvement and game substitution. In the part of literature research, this study reviews the literature on SBL marketing perception, SBL brand perception, basketball involvement and game substitution, proposes research framework and hypothesis, and takes basketball players as research objects.Perform descriptive statistical analysis on the effective questionnaire to understand the distribution of sample data, then use reliability analysis to establish analysis indicators, and finally perform regression analysis to understand the relationship between the various aspects to verify whether the research hypothesis is true. The study found that: the more perfect the SBL marketing activities, the higher the fans 'willingness to watch SBL; the more perfect the SBL marketing activities, the higher the fans' willingness to buy tickets for SBL; when basketball The higher the involvement of sports, the higher the fans 'willingness to watch SBL; the higher the involvement of basketball, the higher the fans' willingness to buy tickets for SBL; the higher the degree of substitution of the game, the fans The willingness to enter the SBL ticket purchase will also be lower. Based on the above research results, this study makes the following recommendations: 一、 Well-planned marketing plan 二、 Promotion of basketball and student basketball league 三、 Establish exclusive features Keywords: SBL marketing perception、 SBL brand perception, basketball involvement、game substitution.