球迷忠誠度與轉換障礙中沉溺因子之研究─以中華職棒大聯盟為例

Factor of Addiction for Customer Loyalty and Switching Barriers - A Case Study of the Chinese Professional Baseball League

洪郁舜(Yu-Shun Hong)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士班/碩士(2010年)

摘要

近年來，休閒運動風氣崛起，棒球運動在國內屬於最熱門運動之一，球迷支持所喜愛的球隊與球員，惟近年來，職棒簽賭放水事件頻傳，重重打擊國內棒球運動的發展，但死忠球迷仍然支持棒球，不離不棄。本研究探討球迷轉換障礙中沉溺因子，惟觀察轉換障礙因子中，缺乏非理性行為因素，故本研究將沉溺歸納為轉換障礙因素之一，藉以驗證轉換障礙中是否具有沉溺因子。並研究球迷滿意度、轉換障礙及球迷忠誠度間，藉以釐清三者之關係。本研究以問卷調查方式，扣除無效問卷後，有效問卷為497份，經描述性統計、信效度分析以及結構方程模式分析後，研究發現沉溺屬於轉換障礙的因素之一；並且球迷進場觀賽頻率的高低對於轉換障礙與忠誠度具有差異性的干擾，進場觀賽頻率越多，所產生的轉換障礙越高，相對球迷忠誠度也越高；有加入後援會及沒加入後援會球迷也對轉換障礙與忠誠度產生差異性干擾，有加入後援會球迷會產生較高的轉換障礙與忠誠度；同時，研究發現，觀賽頻率越多及有加入後援會球迷具有較高的沉溺表現。顯示高觀賽頻率及有加入後援會的球迷對球隊具有較高的轉換障礙與忠誠度表現。

關鍵字

轉換障礙 ； 沉溺 ； 忠誠度

並列摘要

In recent years, the rise of recreational sports culture, baseball is the most popular sport in the country, one of the fans support their favorite teams and players, but in recent years, baseball gambling and game events are frequent, heavy crack down baseball's development, but loyal Baseball fans still supported to staying. This study investigated the switching barrier of fans addicted to factor, but factor in the observed switching barriers, the lack of non-rational behaviors, this study will be addicted to one of the factors summarized as switching barriers, switching barriers in order to verify whether the addiction factor. And to study the fan satisfaction, switching barriers and fan loyalty, the order to clarify the relationship between the three. This study collected 497 valid questionnaires, The empirical method used structural equation modeling analysis, the study found that addiction is a factor for switching barriers. Spectators and fans approach the level of frequency switching barriers and loyalty for a difference of interference, competition entering the frequency view more barriers arising from the higher switching, the higher the relative fan loyalty. Have joined the fan club and the fans did not join support groups are also switching barriers and differences in loyalty generated interference, the fans have joined the support group will have a higher switching barriers and loyalty. Same time, the study found that the frequency of observing a competition and have more join the fan club fans indulge high performance. Frequency and high concept game show has joined the fan club's fans on the team with a high performance switching barriers and loyalty.

並列關鍵字

Switching Barriers ； Addiction ； Loyalty

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