偶像崇拜、體驗行銷對臺灣職籃觀眾購買意願之影響 —以 P+聯盟為例

睽違了 20 年，臺灣重新迎接了屬於臺灣的職業聯盟—P. League+。然而要讓職籃永續經營，穩定的收入來源成了聯盟與球團的一大課題，過去的研究則指出職業運動的收入大多與球迷的參與有關。本研究以偶像崇拜與體驗行銷為自變數，以瞭解觀眾對於球隊與球員的依戀、著迷程度以及比賽帶給觀眾的體驗是否會影響觀眾購買周邊商品以及門票的意願。本研究亦加入觀眾的衝動性特質，探討衝動性特質是否會增強偶像崇拜、體驗行銷對於購買意願的影響。本研究以曾至現場觀賞過 P. League+之觀眾為研究對象，搜集了 620 份的有效問卷，並以 SPSS19.0 統計軟體進行分析。實證結果如下: 1. 偶像崇拜對於周邊商品購買意願的影響獲得完全支持，體驗行銷則獲得部分支持。其中，偶像崇拜的個人迷戀因素對於周邊商品購買意願的影響最大。 2. 體驗行銷對於再次進場意願的影響獲得完全支持，偶像崇拜則獲得部分支持。其中，體驗行銷的感官體驗對於再次進場意願的影響最大。 3. 衝動性特質對於偶像崇拜、體驗行銷與周邊商品購買意願之關係皆具有部分調節效果。 4. 衝動性特質對於偶像崇拜、體驗行銷與再次進場意願之關係皆具有部分調節效果。依據實證結果，本研究建議聯盟與球團應增加觀眾的個人迷戀與感官體驗，並針對衝動與理性的觀眾制定不同的行銷策略。

關鍵字

偶像崇拜；體驗行銷；購買意願；衝動性特質

並列摘要

In the past 20 years, there was no a professional basketball league in Taiwan. In 2020, Taiwan will once again have a professional basketball league— P. League+. However, to allow the sports organization to operate continuously, a stable revenues have become a major issue for the league and the team. Past studies have pointed out that the revenues of professional sports is mostly related to the participation of fans. This research uses idolatry and experiential marketing as independent variables to understand whether the degree of audience’s fascination with the team and the players, and the experience of the game will affect their willingness to buy peripheral products and tickets. This study also added the impulsivity trait of the audience to explore whether the impulsivity trait will enhance the influence of idolatry and experiential marketing on purchase intentions. In this study, the research objects is audiences who had watched P. League+. This study collected 620 valid questionnaires and analyzed with SPSS19.0 statistical software. According to the result of factor analysis, idolatry can be divided into social worship and personal worship. And experiential marketing can be divided into sense experience and relate experience. The empirical results are as follows: 1. The influence of idolatry on the purchase intention of peripheral products is fully supported, and experiential marketing is partially supported. Among them, the personal worship factor of idolatry has the greatest influence on the purchase intention of peripheral goods. 2. The influence of experiential marketing on the willingness to repurchase the ticket is fully supported, and idolatry is partially supported. Among them, the sense experience of experiential marketing has the greatest impact on the willingness to repurchase the ticket. 3. Impulsivity trait have a partial moderating effect on the relationship between idolatry, experiential marketing, and the willingness to purchase peripheral goods. The impulsivity trait of audience strengthens the relationship between social worship, sense experience and the willingness to purchase peripheral goods. But the relationship between personal worship, relate experience and the willingness to purchase peripheral goods don’t be affected by the impulsivity trait of audience. 4. Impulsivity trait have a partial moderating effect on the relationship between idolatry, experience marketing, and willingness to buy the tickets again. The impulsivity trait of audience strengthens the relationship between personal worship, relate experience and the willingness to buy the tickets again. But the relationship between social worship, sense experience and the willingness to buy the tickets again will be weaken by the impulsivity trait of audience. Based on empirical results, this study suggests that P. League+ and teams should increase the audience's personal worship and sense experience, and develop different marketing strategies for impulsivity and rational audiences. If teams in P. League+ want to increase the sales of peripheral products, let audiences have more personal worship is the best way. If teams in P. League+ want to increase the sales of tickets, give audiences more sense experience may be the best way. To increase the sales, teams in P. League+ also have to develop different marketing strategies for impulsivity and rational audiences.