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題名 中華職棒行銷策略、看球動機與消費行為關聯性之研究
The Relationship between Chinese Professional Baseball League Marketing Strategies, Watching Motivations and Consumption Behaviors
作者 蘇子程
SU, ZI-CHENG
貢獻者 鄭宇庭
Cheng, Yu-Ting
蘇子程
SU,ZI-CHENG
關鍵詞 中華職棒
看球動機
消費行為
行銷策略
球隊表現
Chinese Professional Baseball League
Watching motivation
Consumption behavior
Marketing strategy
Team performance
日期 2024
上傳時間 1-Feb-2024 11:34:31 (UTC+8)
摘要 本研究目的探討中華職棒球團各球隊球迷的看球動機、消費行為、行銷策略和球隊表現之間的關係，並根據研究發現提出相關建議，以供球團經營管理參考。研究採用問卷調查法，以2023年中華職棒例行賽事曾收視或進場的球迷為樣本，共回收有效問卷703份，並使用SPSS統計軟體進行敘述性統計、相關分析和迴歸分析，以檢驗研究假設。研究結果顯示，球迷的看球動機和消費行為受到行銷策略和球隊表現的影響程度不一，同時顯示看球動機是影響消費行為的最重要因素。其中，社會動機、美學動機和逃避動機是影響球迷收視或進場的主要看球動機，而球迷服務和應援團是影響球迷滿意度和忠誠度的主要行銷策略。 基於推論統計結果，研究建議球團在制定行銷策略時，應著重於提升球迷的社會動機、美學動機和逃避動機，並加強球迷服務和應援團的品質，以增加球迷的滿意度和忠誠度，進而提升球團收入和球迷成長率。此外，研究也發現，不同背景變項的球迷在看球動機、消費行為、行銷策略和球隊表現之中各構面評價上多有出現顯著差異，例如年齡、性別、教育程度、職業、收入、居住地區、支持球隊等，這些差異可能反映了球迷的個人特質、偏好和需求，值得後續研究進一步探討，以提供球團更細緻化的行銷策略。
The purpose of this study is to explore the relationship between the motivation, consumption behavior, marketing strategy and team performance of the fans of each team in the Chinese Professional Baseball League, and to provide relevant suggestions based on the research findings for the management of the teams. The study adopted a questionnaire survey method, using the fans who watched or attended the regular games of the Chinese Professional Baseball League in 2023 as the sample, and collected 703 valid questionnaires. The study used SPSS statistical software to perform descriptive statistics, correlation analysis and regression analysis to test the research hypotheses. The results showed that the motivation and consumption behavior of the fans were influenced by the marketing strategy and team performance to varying degrees, and also showed that the motivation was the most important factor affecting the consumption behavior. Among them, social motivation, aesthetic motivation and escape motivation were the main motivations for the fans to watch or attend the games, and fan service and cheerleading team were the main marketing strategies that affected the satisfaction and loyalty of the fans. Based on the results of inferential statistics, the study suggested that the teams should focus on enhancing the social, aesthetic and escape motivation of the fans when formulating marketing strategies, and improve the quality of fan service and cheerleading team, so as to increase the satisfaction and loyalty of the fans, and thus increase the revenue and growth rate of the teams. In addition, the study also found that there were significant differences in the evaluation of the various aspects of motivation, consumption behavior, marketing strategy and team performance among the fans with different background variables, such as age, gender, education level, occupation, income, residence area, support team, etc. These differences may reflect the personal characteristics, preferences and needs of the fans, which are worthy of further exploration in follow-up studies, so as to provide more refined marketing strategies for the teams.
參考文獻 Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. New York: Plenum. Funk, D. C., Mahony, D. F., & Ridinger, L. L. (2002). Characterizing consumer motivation as individual difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support. Sport Marketing Quarterly, 11(1), 33-43. Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294. Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24(2), 163-204. Trail, G. T., & James, J. D. (2001). The motivation scale for sport consumption: Assessment of the scale’s psychometric properties. Journal of Sport Behavior, 24(1), 108-127. Wann, D. L. (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport and Social Issues, 19(4), 377-396. Funk, D. C., Mahony, D. F., Nakazawa, M., & Hirakawa, S. (2001). Development of the Sport Interest Inventory (SII): Implications for measuring unique consumer motives at team sporting events. International Journal of Sports Marketing and Sponsorship, 3(3), 291-316. Kim, Y. K., Trail, G., Lim, J., & Kim, Y. H. (2009). The role of psychological contract in intention to continue volunteering. Journal of Sport Management, 23(5), 549-573. Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (2nd ed., pp. 7-24). Chicago: Nelson-Hall. Wann, D. L., Schrader, M. P., & Wilson, A. M. (1999). Sport fan motivation: Questionnaire validation, comparisons by sport, and relationship to athletic motivation. Journal of Sport Behavior, 22(1), 114-139. Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 47-51). Chicago: American Marketing Association. Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.). Upper Saddle River, NJ: Prentice Hall. Lauterborn, R. (1990). New marketing litany: Four Ps passé: C-words take over. Advertising Age, 61(41), 26. McCarthy, E. J. (1960). Basic marketing: A managerial approach. Homewood, IL: Irwin. Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3-8. Charnes, A., Cooper, W. W., & Rhodes, E. (1978). Measuring the efficiency of decision making units. European Journal of Operational Research, 2(6), 429-444. Guzzo, R. A., & Dickson, M. W. (1996). Teams in organizations: Recent research on performance and effectiveness. Annual Review of Psychology, 47(1), 307-338. Hackman, J. R. (1987). The design of work teams. In J. W. Lorsch (Ed.), Handbook of organizational behavior (pp. 315-342). Englewood Cliffs, NJ: Prentice Hall. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. Baron, R. A., Byrne, D., & Branscombe, N. R. (2006). Social psychology (11th ed.). Boston: Pearson. Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press. Sternberg, R. J. (2006). Cognitive psychology (4th ed.). Belmont, CA: Thomson Wadsworth. Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. Cohen, S. G., & Bailey, D. E. (1997). What makes teams work: Group effectiveness research from the shop floor to the executive suite. Journal of Management, 23(3), 239-290. Johnson, D. W., & Johnson, F. P. (2009). Joining together: Group theory and group skills (10th ed.). Boston: Pearson. Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1), 71-79. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. Robbins, S. P., & Judge, T. A. (2009). Organizational behavior (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Salas, E., Sims, D. E., & Burke, C. S. (2005). Is there a “big five” in teamwork? Small Group Research, 36(5), 555-599.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363073
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363073
資料類型 thesis
dc.contributor.advisor 鄭宇庭zh_TW
dc.contributor.advisor Cheng, Yu-Tingen_US
dc.contributor.author (Authors) 蘇子程zh_TW
dc.contributor.author (Authors) SU,ZI-CHENGen_US
dc.creator (作者) 蘇子程zh_TW
dc.creator (作者) SU, ZI-CHENGen_US
dc.date (日期) 2024en_US
dc.date.accessioned 1-Feb-2024 11:34:31 (UTC+8)-
dc.date.available 1-Feb-2024 11:34:31 (UTC+8)-
dc.date.issued (上傳時間) 1-Feb-2024 11:34:31 (UTC+8)-
dc.identifier (Other Identifiers) G0109363073en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/149630-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 109363073zh_TW
dc.description.abstract (摘要) 本研究目的探討中華職棒球團各球隊球迷的看球動機、消費行為、行銷策略和球隊表現之間的關係，並根據研究發現提出相關建議，以供球團經營管理參考。研究採用問卷調查法，以2023年中華職棒例行賽事曾收視或進場的球迷為樣本，共回收有效問卷703份，並使用SPSS統計軟體進行敘述性統計、相關分析和迴歸分析，以檢驗研究假設。研究結果顯示，球迷的看球動機和消費行為受到行銷策略和球隊表現的影響程度不一，同時顯示看球動機是影響消費行為的最重要因素。其中，社會動機、美學動機和逃避動機是影響球迷收視或進場的主要看球動機，而球迷服務和應援團是影響球迷滿意度和忠誠度的主要行銷策略。 基於推論統計結果，研究建議球團在制定行銷策略時，應著重於提升球迷的社會動機、美學動機和逃避動機，並加強球迷服務和應援團的品質，以增加球迷的滿意度和忠誠度，進而提升球團收入和球迷成長率。此外，研究也發現，不同背景變項的球迷在看球動機、消費行為、行銷策略和球隊表現之中各構面評價上多有出現顯著差異，例如年齡、性別、教育程度、職業、收入、居住地區、支持球隊等，這些差異可能反映了球迷的個人特質、偏好和需求，值得後續研究進一步探討，以提供球團更細緻化的行銷策略。zh_TW
dc.description.abstract (摘要) The purpose of this study is to explore the relationship between the motivation, consumption behavior, marketing strategy and team performance of the fans of each team in the Chinese Professional Baseball League, and to provide relevant suggestions based on the research findings for the management of the teams. The study adopted a questionnaire survey method, using the fans who watched or attended the regular games of the Chinese Professional Baseball League in 2023 as the sample, and collected 703 valid questionnaires. The study used SPSS statistical software to perform descriptive statistics, correlation analysis and regression analysis to test the research hypotheses. The results showed that the motivation and consumption behavior of the fans were influenced by the marketing strategy and team performance to varying degrees, and also showed that the motivation was the most important factor affecting the consumption behavior. Among them, social motivation, aesthetic motivation and escape motivation were the main motivations for the fans to watch or attend the games, and fan service and cheerleading team were the main marketing strategies that affected the satisfaction and loyalty of the fans. Based on the results of inferential statistics, the study suggested that the teams should focus on enhancing the social, aesthetic and escape motivation of the fans when formulating marketing strategies, and improve the quality of fan service and cheerleading team, so as to increase the satisfaction and loyalty of the fans, and thus increase the revenue and growth rate of the teams. In addition, the study also found that there were significant differences in the evaluation of the various aspects of motivation, consumption behavior, marketing strategy and team performance among the fans with different background variables, such as age, gender, education level, occupation, income, residence area, support team, etc. These differences may reflect the personal characteristics, preferences and needs of the fans, which are worthy of further exploration in follow-up studies, so as to provide more refined marketing strategies for the teams.en_US
dc.description.tableofcontents 第壹章 緒論 1 第一節 研究背景 1 第二節 研究目的 2 第三節 研究問題 3 第貳章 文獻探討 4 第一節 球迷的看球動機 4 第二節 球迷的消費行為 6 第三節 球團的行銷策略 8 第四節 球隊表現 10 第五節 看球動機與消費行為的關係 11 第六節 行銷策略與看球動機的關係 14 第七節 行銷策略與消費行為的關係 16 第八節 看球動機、消費行為、行銷策略與球隊表現的關係 18 第參章 研究方法 20 第一節 研究架構 20 第二節 研究對象 21 第三節 研究工具 22 第四節 資料蒐集方法及程序 23 第五節 資料處理及分析方法 24 第肆章 研究結果與討論 25 第一節 背景變項分析 25 第二節 看球動機、消費行為、行銷策略與球隊表現現況分析 30 第三節 不同背景變項於看球動機、消費行為、行銷策略與球隊表現的差異性 34 第四節 看球動機、消費行為、行銷策略與球隊表現之間關係 67 第伍章 結論與建議 75 第一節 結論 75 第二節 建議 79 參考文獻 81 附錄一：正式問卷 84zh_TW
dc.format.extent 11780560 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363073en_US
dc.subject (關鍵詞) 中華職棒zh_TW
dc.subject (關鍵詞) 看球動機zh_TW
dc.subject (關鍵詞) 消費行為zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) 球隊表現zh_TW
dc.subject (關鍵詞) Chinese Professional Baseball Leagueen_US
dc.subject (關鍵詞) Watching motivationen_US
dc.subject (關鍵詞) Consumption behavioren_US
dc.subject (關鍵詞) Marketing strategyen_US
dc.subject (關鍵詞) Team performanceen_US
dc.title (題名) 中華職棒行銷策略、看球動機與消費行為關聯性之研究zh_TW
dc.title (題名) The Relationship between Chinese Professional Baseball League Marketing Strategies, Watching Motivations and Consumption Behaviorsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. New York: Plenum. Funk, D. C., Mahony, D. F., & Ridinger, L. L. (2002). Characterizing consumer motivation as individual difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support. Sport Marketing Quarterly, 11(1), 33-43. Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294. Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24(2), 163-204. Trail, G. T., & James, J. D. (2001). The motivation scale for sport consumption: Assessment of the scale’s psychometric properties. Journal of Sport Behavior, 24(1), 108-127. Wann, D. L. (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport and Social Issues, 19(4), 377-396. Funk, D. C., Mahony, D. F., Nakazawa, M., & Hirakawa, S. (2001). Development of the Sport Interest Inventory (SII): Implications for measuring unique consumer motives at team sporting events. International Journal of Sports Marketing and Sponsorship, 3(3), 291-316. Kim, Y. K., Trail, G., Lim, J., & Kim, Y. H. (2009). The role of psychological contract in intention to continue volunteering. Journal of Sport Management, 23(5), 549-573. Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (2nd ed., pp. 7-24). Chicago: Nelson-Hall. Wann, D. L., Schrader, M. P., & Wilson, A. M. (1999). Sport fan motivation: Questionnaire validation, comparisons by sport, and relationship to athletic motivation. Journal of Sport Behavior, 22(1), 114-139. Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 47-51). Chicago: American Marketing Association. Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.). Upper Saddle River, NJ: Prentice Hall. Lauterborn, R. (1990). New marketing litany: Four Ps passé: C-words take over. Advertising Age, 61(41), 26. McCarthy, E. J. (1960). Basic marketing: A managerial approach. Homewood, IL: Irwin. Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3-8. Charnes, A., Cooper, W. W., & Rhodes, E. (1978). Measuring the efficiency of decision making units. European Journal of Operational Research, 2(6), 429-444. Guzzo, R. A., & Dickson, M. W. (1996). Teams in organizations: Recent research on performance and effectiveness. Annual Review of Psychology, 47(1), 307-338. Hackman, J. R. (1987). The design of work teams. In J. W. Lorsch (Ed.), Handbook of organizational behavior (pp. 315-342). Englewood Cliffs, NJ: Prentice Hall. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. Baron, R. A., Byrne, D., & Branscombe, N. R. (2006). Social psychology (11th ed.). Boston: Pearson. Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press. Sternberg, R. J. (2006). Cognitive psychology (4th ed.). Belmont, CA: Thomson Wadsworth. Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. Cohen, S. G., & Bailey, D. E. (1997). What makes teams work: Group effectiveness research from the shop floor to the executive suite. Journal of Management, 23(3), 239-290. Johnson, D. W., & Johnson, F. P. (2009). Joining together: Group theory and group skills (10th ed.). Boston: Pearson. Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1), 71-79. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. Robbins, S. P., & Judge, T. A. (2009). Organizational behavior (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Salas, E., Sims, D. E., & Burke, C. S. (2005). Is there a “big five” in teamwork? Small Group Research, 36(5), 555-599.zh_TW