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題名 明星球員與球團特性對球隊態度、滿意度及忠誠度之影響－以中華職棒La New熊隊為例
作者 張肇鐘
貢獻者 陳建維
張肇鐘
關鍵詞 品牌忠誠度
成分品牌化
名人代言
運動行銷
日期 2005
上傳時間 11-Sep-2009 17:06:28 (UTC+8)
摘要 名人代言的行銷方式，在各產業中都經常看到。2005年底，旅美球星陳金鋒以3年三千萬的高額年薪被La New球團簽下，創下中華職棒有史以來的紀錄，而這股「金鋒熱」也造成La New熊隊相關產品瘋狂熱賣，引起大眾廣泛的討論。本研究除了探討球團因素對於球迷觀看行為的影響，並將以品牌管理的觀點，來探討明星球員(成份品牌)與球隊(主品牌)的影響效果。
      過去文獻指出，消費者對於較熟悉或高知名度品牌的產品會有較高的品牌態度與購買意願，並且對於其態度與滿意度都會造成影響。若有一個具知名度的明星球員加入球隊，應會對其球迷產生一定程度的影響作用。此外，相關文獻也指出，球迷對於職棒的支持會受到球隊戰績與各項行銷相關活動的影響。
      本研究以中華職棒中的La New熊隊為例，在電子佈告欄(BBS)中的各棒球板，以網路發放問卷的方式獲取資料，藉以分析探討明星球員特性（可信度與適配度）、球團因素（知覺戰績與知覺行銷努力）對球隊態度、滿意度以及參與程度的影響，並進一步了解對球隊忠誠度的影響。
      研究結果顯示：在球迷態度方面，會受到明星球員可信度、適配度、知覺戰績、知覺行銷努力的正向影響。在球迷滿意度方面，會受到適配度、知覺戰績、知覺行銷努力的正向影響。在支持球隊參與程度方面，會受球迷知覺戰績的正向影響。在忠誠度方面，會受到其態度、滿意度、支持球隊參與程度的正向影響，此外，隨著球迷所得的增加，態度對忠誠度的正向影響會增強；滿意度對忠誠度的正向影響會減弱。
      本研究最後針對研究結果提出管理意涵以做為實務界參考之用；並提出後續研究建議，以提供未來研究者在職棒行銷相關領域上一個研究方向。
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描述 碩士
國立政治大學
國際經營與貿易研究所
93351019
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093351019
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 張肇鐘zh_TW
dc.creator (作者) 張肇鐘zh_TW
dc.date (日期) 2005en_US
dc.date.accessioned 11-Sep-2009 17:06:28 (UTC+8)-
dc.date.available 11-Sep-2009 17:06:28 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 17:06:28 (UTC+8)-
dc.identifier (Other Identifiers) G0093351019en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/30036-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 93351019zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 名人代言的行銷方式，在各產業中都經常看到。2005年底，旅美球星陳金鋒以3年三千萬的高額年薪被La New球團簽下，創下中華職棒有史以來的紀錄，而這股「金鋒熱」也造成La New熊隊相關產品瘋狂熱賣，引起大眾廣泛的討論。本研究除了探討球團因素對於球迷觀看行為的影響，並將以品牌管理的觀點，來探討明星球員(成份品牌)與球隊(主品牌)的影響效果。
      過去文獻指出，消費者對於較熟悉或高知名度品牌的產品會有較高的品牌態度與購買意願，並且對於其態度與滿意度都會造成影響。若有一個具知名度的明星球員加入球隊，應會對其球迷產生一定程度的影響作用。此外，相關文獻也指出，球迷對於職棒的支持會受到球隊戰績與各項行銷相關活動的影響。
      本研究以中華職棒中的La New熊隊為例，在電子佈告欄(BBS)中的各棒球板，以網路發放問卷的方式獲取資料，藉以分析探討明星球員特性（可信度與適配度）、球團因素（知覺戰績與知覺行銷努力）對球隊態度、滿意度以及參與程度的影響，並進一步了解對球隊忠誠度的影響。
      研究結果顯示：在球迷態度方面，會受到明星球員可信度、適配度、知覺戰績、知覺行銷努力的正向影響。在球迷滿意度方面，會受到適配度、知覺戰績、知覺行銷努力的正向影響。在支持球隊參與程度方面，會受球迷知覺戰績的正向影響。在忠誠度方面，會受到其態度、滿意度、支持球隊參與程度的正向影響，此外，隨著球迷所得的增加，態度對忠誠度的正向影響會增強；滿意度對忠誠度的正向影響會減弱。
      本研究最後針對研究結果提出管理意涵以做為實務界參考之用；並提出後續研究建議，以提供未來研究者在職棒行銷相關領域上一個研究方向。		zh_TW
dc.description.tableofcontents 第一章 緒論…………………………………………………………01
      第一節 研究背景與動機…………………………………………01
      第二節 研究目的…………………………………………………02
      第三節 研究流程…………………………………………………03
     第二章 文獻探討……………………………………………………04
      第一節 品牌忠誠度………………………………………………04
      第二節 成分品牌化………………………………………………09
      第三節 名人代言及其功效………………………………………11
      第四節 形象移轉理論……………………………………………19
      第五節 消費者滿意度……………………………………………21
      第六節 態度………………………………………………………23
      第七節 運動行銷…………………………………………………24
     第三章 研究方法……………………………………………………29
      第一節 研究架構…………………………………………………29
      第二節 研究假設…………………………………………………29
      第三節 研究設計…………………………………………………36
      第四節 研究方法…………………………………………………44
     第四章 研究結果……………………………………………………46
      第一節 基本資料敘述統計………………………………………46
      第二節 信度與效度分析…………………………………………48
      第三節 迴歸分析…………………………………………………52
      第四節 假設檢驗…………………………………………………60
     第五章 結論與建議…………………………………………………61
      第一節 研究發現與結論…………………………………………61
      第二節 管理意涵…………………………………………………63
      第三節 研究限制…………………………………………………65
      第四節 後續研究建議……………………………………………66
     參考文獻………………………………………………………………67
     附錄
      問卷…………………………………………………………………78
     
     
     表 次
     表2-1 品牌忠誠度之定義彙整表…………………………………04
     表2-2 忠誠度與職棒相關研究……………………………………07
     表2-3 信息來源可信度構面………………………………………13
     表2-4 代言人相關研究……………………………………………15
     表3-1 支持球隊參與程度衡量問項………………………………37
     表3-2 支持球隊衡量問項…………………………………………37
     表3-3 知覺行銷努力衡量問項……………………………………38
     表3-4 知覺戰績衡量問項…………………………………………39
     表3-5 忠誠度衡量問項……………………………………………40
     表3-6 滿意度衡量問項……………………………………………41
     表3-7 可信度衡量問項……………………………………………42
     表3-8 適配度衡量問項……………………………………………42
     表3-9 態度衡量問項………………………………………………43
     表3-10 人口統計變數問項…………………………………………44
     表4-1 有效受測樣本性別分佈比例一覽表………………………46
     表4-2 有效受測樣本年齡分佈比例一覽表………………………46
     表4-3 有效受測樣本職業分佈比例一覽表………………………47
     表4-4 有效受測樣本教育程度分佈比例一覽表…………………47
     表4-5 有效受測樣本月收入分佈比例一覽表……………………47
     表4-6 研究變數（支持球隊參與程度）與問項之信度與效度檢驗…48
     表4-7 研究變數（知覺行銷努力/知覺戰績）與問項之信度與效度檢驗……………………………………………………………………49
     表4-8 研究變數（可信度/適配度）與問項之信度與效度檢驗…50
     表4-9 研究變數（態度/滿意度）與問項之信度與效度檢驗……51
     表4-10 研究變數（忠誠度）與問項之信度與效度檢驗…………52
     表4-11 變數間相關係數表…………………………………………53
     表4-12 態度之迴歸分析結果………………………………………54
     表4-13 滿意度之迴歸分析結果……………………………………55
     表4-14 支持球隊參與程度之迴歸分析結果………………………56
     表4-15 忠誠度的迴歸分析結果……………………………………57
     表4-16 加入年齡、所得之忠誠度迴歸分析結果…………………59
     表4-17 本研究之假設驗證結果……………………………………60
     
     
     圖 次
     圖1-1 研究流程……………………………………………………03
     圖2-1 消費者品牌忠誠三構面模型………………………………06
     圖2-2 意義移轉與代言程序………………………………………21
     圖2-3 運動觀眾與參與者參與頻率階層…………………………25
     圖3-1 研究架構……………………………………………………29		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093351019en_US
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.subject (關鍵詞) 成分品牌化zh_TW
dc.subject (關鍵詞) 名人代言zh_TW
dc.subject (關鍵詞) 運動行銷zh_TW
dc.title (題名) 明星球員與球團特性對球隊態度、滿意度及忠誠度之影響－以中華職棒La New熊隊為例zh_TW
dc.type (資料類型) thesisen
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