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

楊德偉

doi:10.6828/KSU.2006.00018

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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

楊德偉 , Masters　　Advisor：王全裕　　

繁體中文 DOI： 10.6828/KSU.2006.00018

體驗滿意度；球隊忠誠度；球迷；支持因素；參與行為； Baseball fans ； Supporting factors ； Experiential satisfaction ； Loyalty ； Participation behavior

Abstract │ Reference (134) │ Times Cited (8) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 134 ) 〈TOP〉

王宗吉、彭嘉玉、黃中興(1999年)，台灣職棒運動文化娛樂化之省思，中華體育，11(5)，1-4。
連結：
王忠茂(2005年)，職棒興農牛球迷觀賞動機與滿意度之研究，大專體育學刊，7(1)，67-78。
連結：
王忠茂(2005年)，職棒興農牛隊球迷選擇支持因素與忠誠度之研究，大專體育學刊，7(2)，25-35。
連結：
王傑賢(2004年)，體育館設施服務品質之顧客滿意度研究以國立「台灣大學綜合體育館重量訓練室」為例，體育學報，36，181-194。
連結：
余宗龍、邵于玲(2004年)，兄弟象與興農牛球迷涉入程度對球場設施環境與服務品質需求之研究，大專體育學刊，6(3)，59-69。
連結：

Times Cited (8) 〈TOP〉

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