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  • 學位論文

球迷選擇支持球隊關鍵影響因素暨體驗滿意度、參與行為及忠誠度之關連性-以中華職棒大聯盟為例

Key Factors on Baseball Fans Choosing Teams to Support and the Correlation among Experiential Satisfaction, Participation behavior, and Loyalty– A Case Study on the Chinese Professional Baseball League

指導教授 : 王全裕

摘要


民國76年在「職棒之父」洪騰勝的奔走之下成立職棒推動委員會,在民國79年職業棒球正式開打,職棒開打至今,曾經有萬人空巷的情景,亦有門可羅雀的情況。在消費者時代來臨,消費者受到外在誘惑非常多,中華職棒大聯盟必須了解球迷選擇支持球隊關鍵影響因素、影響體驗滿意度原因、球迷參與行為頻率及形成忠誠度之原因及之間的相關性。 本研究以中華職棒大聯盟六球團球迷為研究母體,以便利抽樣方式抽取台北縣新莊棒球場、台北市天母棒球場、新竹市中正棒球場、台中棒球場、台南市立棒球場、高雄縣立澄清湖棒球場之觀賞球賽之球迷總計發放1550份問卷,有效問卷1200份。研究工具為SPSS12.0,統計分析則使用敘述統計、因素分析、T檢定與單因子變異數分析、卡方檢定、集群分析、鑑別分析、典型相關與Scheffe差異比較分析等。 研究結果發現不同人口統計變項在球迷支持球隊因素、體驗滿意度與球迷對球隊忠誠度上,僅除了不同性別球迷在球迷對球隊忠誠度上沒有顯著差異之外,在其他項目均有顯著差異與部分顯著差異存在。球迷參與行為透過集群分析之後區別成為兩群,分別為重度參與球迷與中低度參與球迷。球迷支持球隊因素與球迷參與行為僅除了「球團經營形象」與「屬地主義」沒有顯著差異之外其餘皆有顯著之差異,因此不同的球迷支持球隊因素有不同的球迷參與行為;體驗滿意度因素與球迷參與行為並沒有顯著之差異,因此體驗滿意度因素對球迷參與行為的高低並沒有影響;球迷參與行為與球迷對球隊忠誠度,僅有在「BIRG與再購行為」有顯著差異,其餘因素皆沒有顯著之差異,因此不同球迷參與行為有不同球迷對球隊忠誠度。支持球隊因素與體驗滿意度因素有顯著相關;球迷支持球隊因素對球迷對球隊忠誠度有顯著相關;體驗滿意度與球迷對球隊忠誠度有顯著相關。

並列摘要


In 1987, the Professional Baseball Promoting Committee was established under the effort of Hung, Ten-Sheng, known as “The father of professional baseball”. Professional baseball games officially started in 1990. The games have been extremely popular and out of favor. As a result of the customers era, there are various temptations out there for customers. The Chinese Professional Baseball League (CPBL) must understand the key factors on fans choosing teams to support, factors influencing experiential satisfaction, fans’ participation behavior, the reasons for the formation of loyalty as well as the correlation among each factor. The population of this research is fans of six teams of CPBL. Fans were sampled by convenience sampling method from those watching games at Hsinchuang Baseball Stadium, Tienmu Baseball Stadium, Hsinchu Chung Chen Baseball Court, Taichung Baseball Stadium, Tainan City Baseball Field and Kaohsiung County Baseball Field. A total of 1550 questionnaires were distributed while 1200 are effective. SPSS12.0 is adopted as the research tool. Descriptive Statistics, Factor Analysis, T-test, One-Way ANOVA, Chi-Square Tests, Cluster Analysis, Discriminate Analysis, Canonical Correlation, and Scheffe’s method are included in the statistical analysis. The result shows that among different demographic variables, only the difference between gender and loyalty is not significant, other items such as factors for supporting a team, experiential satisfaction and loyalty show significant or partial significant differences. After Cluster Analysis, their level of participation behavior is divided into high and low-to-mid groups. In terms of factors for supporting a team and participation behavior, only “Management images of the baseball team” and “Territoriality Principle” show no significant difference while others do. Therefore, different factors for supporting a team result in different participation behavior. There is no significant difference between experiential satisfaction and participation behavior so experiential satisfaction factor does not influence the level of participation behavior. For participation behavior and loyalty, only “BIRG and repurchase behavior” show significant difference, while other factors do not. Hence, different levels of participation behavior will have different level of loyalty. The factors for supporting a team are significantly correlated to experiential satisfaction and loyalty. Experiential satisfaction is significantly correlated to loyalty.

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被引用紀錄


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王志源(2007)。體驗行銷要素、體驗價值與涉入程度對中華職棒觀眾再購意願之影響〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-2910200810541241
錢曉慧(2008)。利用3M模式探討「迷」之行為〔碩士論文,亞洲大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0118-1511201215461717
劉漢賢(2008)。職棒類型線上遊戲玩家其參與動機與職棒消費動機相關性之研究〔碩士論文,國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-0804200910250139

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