運動迷與運動組織社群媒體互動之動機、線上行為與購買意願之研究－以新竹街口攻城獅為例

近年來，經營社群媒體已成為運動組織與運動迷交流的主要方式之一，瞭解運動迷使用社群媒體的習慣，能夠幫助組織制定更精準的社群行銷策略。本研究以新竹街口攻城獅職業籃球隊為例，以使用與滿足理論、消費者線上品牌相關活動（Consumers’ Online Brand-related Activities, COBRAs）作為理論基礎，研究對象為有使用Instagram的新竹街口攻城獅球迷，旨在了解運動迷使用社群媒體與運動組織互動之動機與線上行為，探討各項線上行為會受到哪些動機驅動，以及線上行為是否顯著正向預測球迷的購買意願。研究將以自陳量表的形式進行量化分析，樣本搜集方式採便利抽樣，於球迷社群與新竹縣立體育館發放網路問卷，並使用偏最小平方法（Partial Least Squares, PLS），以結構方程模型（SEM）檢驗本研究之假說模型。研究結果顯示瀏覽行為受資訊、融合與社會互動、賦權動機正向驅動；貢獻行為受融合與社會互動、賦權動機正向驅動；創造行為受娛樂、賦權、報酬動機正向驅動；瀏覽、創造行為顯著正向預測購買意願。本研究結果可供P.LEAGUE+職業籃球聯盟球團及其他運動組織作為參考依據，針對會提升球迷購買意願之線上行為與動機制定行銷策略。

關鍵字

使用與滿足理論；消費者線上品牌相關活動；社群行銷；數位行銷

並列摘要

In recent years, operating social media has become one of the main ways for sports organizations to communicate with sports fans. Understanding the habits of sports fans using social media can help organizations formulate more accurate social marketing strategies. This study takes the Hsinchu Jko Lioneers professional basketball team as an example. Theoretical bases are Use and Gratification theory, and Consumer Online Brand-related Activities (COBRAs). The research objects are Hsinchu Jko Lioneers fans who use Instagram. The purpose is to understand the motivations and online behaviors of sports fans to use social media to interact with the sports organization, to explore what motivations drive each online behavior, and whether online behaviors are positively related to fans' purchase intentions. The research will conduct quantitative analysis in the form of self-report scale. The sample collection method will be convenience sampling. The online questionnaires will be distributed in the fans’ online community, and the hypothesis model of this study will be tested by Structural Equation Modeling (SEM). The results show that consuming and creating behaviors can positively and significantly predict purchase intention. Consuming behavior is positively driven by information, integration and social interaction, and empowerment motivation. Contributing behavior is positively driven by integration and social interaction and empowerment motivation. Creating behavior is positively driven by entertainment, empowerment and remuneration motivation. The results of this study can be a reference for P.LEAGUE+ professional basketball league teams and other sports organizations to formulate marketing strategies for online behaviors and motivations that will increase fans' purchase intentions in the future.

並列關鍵字

Use and Gratification Theory ； COBRAs ； Social Media Marketing ； Digital Marketing

參考文獻

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Nisar, T. M., Prabhakar, G., & Patil, P. P. (2018). Sports clubs’ use of social media to increase spectator interest. International Journal of Information Management, 43, 188-195. http://doi.org/10.1016/j.ijinfomgt.2018.08.003

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