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題名 探討職棒球團與球迷之關係品質以及球迷忠誠度
Investigating the fan loyalty and the relationship quality: professional baseball teams as an example
作者 陳佳宏
Chen, Chia Hung
貢獻者 管郁君
Huang, Eugenia Y.
陳佳宏
Chen, Chia Hung
關鍵詞 關係利益
關係品質
忠誠度
社群網路互動性
Relationship Benefit
Relationship Quality
Fan Loyalty
Social Media Interaction
日期 2015
上傳時間 27-Jul-2015 11:23:14 (UTC+8)
摘要 棒球是台灣人最喜愛的運動賽事，每當中華隊代表台灣參加國際賽事時，總是能引起國人的關注，與朋友或家人一起到球場上吶喊幫中華隊加油。但是中華職棒聯盟從成立以來的二十幾年，球迷人數卻無法穩定成長，即使台灣人喜愛棒球，一次又一次的簽賭及假球事件重挫聯盟及球團，也澆熄國內球迷對中華職棒的信心。球迷的多寡也直接影響到各球團的收益，賽事的門票、球隊的周邊商品都是球團主要的收入來源。近幾年因為中華隊在國際賽的好成績及聯盟制度的改進，使球迷又再度關注台灣的職業棒球。因此如何維持與球迷之間的關係，讓球迷不要再度流失是現在各球團很重要的課題。
　　本研究以中華職棒的球迷為研究對象，探討「球迷觀賽動機」、「關係利益」、「關係品質」對「球迷忠誠度」的影響，此外現在社群網路蓬勃發展，除了讓使用者之間快速的交流之外，各球團也透過社群網路上設立官方粉絲團與球迷互動，維持與球迷之間的關係。因此本研究加入「社群網路互動性」來探討社群網路對球迷忠誠度的影響。
　　本研究採用量化分析，透過網路發放問卷，有效樣本共348份，研究中以SPSS與AMOS軟體進行結構模式分析。分析結果後發現球迷觀賽動機對球迷忠誠度有正向影響，且關係利益及社群網路互動性皆對關係品質有正向影響，而關係品質對球迷忠誠度有正向影響。本研究之結果期望能提供學術界與運動產業在關係利益、關係品質、社群網路互動性及忠誠度相關研究。
Baseball game is an important sport in Taiwan. As professional baseball teams have established one by one, the number of fans, who prefer to buy tickets to watch baseball games, has a direct impact on their profit. It has been a critical issue for professional baseball teams to enhance fan loyalty. Professional baseball teams try their best to manage relationships with fans as longer as possible. Thus, this study investigated the relationships among relationship benefit, relationship quality, and fan loyalty. The subjects were fans of professional baseball teams. Due to the rapid growth of social media, professional baseball teams tend to interact with their fans by setting virtual community on social media sites, if better fan relationship management is desired. Thus, this study adopted social media interaction as another critical factor of relationship quality. The results, based on data collected from 348 baseball fans, indicated that relationship benefit and social media interaction have positive effect on relationship quality. And fan motivation and relationship quality have positive effect on fan loyalty.
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2. Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. The Journal of Marketing, 42-58.
3. Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
4. Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: the relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302.
5. Bitner, M. J. (1995). Building service relationships: It’s all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251.
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8. Chang, Y. H., Ko, Y. J., Tasci, A., Arai, A., & Kim, T. H. (2014). Strategic match of athlete endorsement in global markets: an associative learning perspective.International Journal of Sports Marketing and Sponsorship, 15(4), 253-271.
9. Cooky, T. (1999). Interactive communication-public relations on the Web. Public Relations Quarterly, 44(2), 41-42.
10. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. The Journal of Marketing, 68-81.
11. Delcourt, C., Gremler, D. D., van Riel, A. C., & van Birgelen, M. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty: The mediating role of rapport. Journal of Service Management, 24(1), 5-24.
12. Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. the Journal of Marketing, 6-21.
13. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
14. Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual`s psychological connection to sport. Sport Management Review, 4(2), 119-150.
15. 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.
16. Funk, D. C., Mahony, D. F., Nakazawa, M., & Hirakawa, S. (2001). Development of the Sports Interest Inventory(SII): Implications for measuring unique consumer motives at sporting events. International Journal of Sports Marketing & Sponsorship, 3.
17. Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2003). Understanding consumer support: Extending the Sport Interest Inventory (SII) to examine individual differences among women`s professional sport consumers. Sport Management Review, 6(1), 1-31.
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描述 碩士
國立政治大學
資訊管理研究所
102356038
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102356038
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.advisor Huang, Eugenia Y.en_US
dc.contributor.author (Authors) 陳佳宏zh_TW
dc.contributor.author (Authors) Chen, Chia Hungen_US
dc.creator (作者) 陳佳宏zh_TW
dc.creator (作者) Chen, Chia Hungen_US
dc.date (日期) 2015en_US
dc.date.accessioned 27-Jul-2015 11:23:14 (UTC+8)-
dc.date.available 27-Jul-2015 11:23:14 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2015 11:23:14 (UTC+8)-
dc.identifier (Other Identifiers) G0102356038en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76869-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 102356038zh_TW
dc.description.abstract (摘要) 棒球是台灣人最喜愛的運動賽事，每當中華隊代表台灣參加國際賽事時，總是能引起國人的關注，與朋友或家人一起到球場上吶喊幫中華隊加油。但是中華職棒聯盟從成立以來的二十幾年，球迷人數卻無法穩定成長，即使台灣人喜愛棒球，一次又一次的簽賭及假球事件重挫聯盟及球團，也澆熄國內球迷對中華職棒的信心。球迷的多寡也直接影響到各球團的收益，賽事的門票、球隊的周邊商品都是球團主要的收入來源。近幾年因為中華隊在國際賽的好成績及聯盟制度的改進，使球迷又再度關注台灣的職業棒球。因此如何維持與球迷之間的關係，讓球迷不要再度流失是現在各球團很重要的課題。
　　本研究以中華職棒的球迷為研究對象，探討「球迷觀賽動機」、「關係利益」、「關係品質」對「球迷忠誠度」的影響，此外現在社群網路蓬勃發展，除了讓使用者之間快速的交流之外，各球團也透過社群網路上設立官方粉絲團與球迷互動，維持與球迷之間的關係。因此本研究加入「社群網路互動性」來探討社群網路對球迷忠誠度的影響。
　　本研究採用量化分析，透過網路發放問卷，有效樣本共348份，研究中以SPSS與AMOS軟體進行結構模式分析。分析結果後發現球迷觀賽動機對球迷忠誠度有正向影響，且關係利益及社群網路互動性皆對關係品質有正向影響，而關係品質對球迷忠誠度有正向影響。本研究之結果期望能提供學術界與運動產業在關係利益、關係品質、社群網路互動性及忠誠度相關研究。		zh_TW
dc.description.abstract (摘要) Baseball game is an important sport in Taiwan. As professional baseball teams have established one by one, the number of fans, who prefer to buy tickets to watch baseball games, has a direct impact on their profit. It has been a critical issue for professional baseball teams to enhance fan loyalty. Professional baseball teams try their best to manage relationships with fans as longer as possible. Thus, this study investigated the relationships among relationship benefit, relationship quality, and fan loyalty. The subjects were fans of professional baseball teams. Due to the rapid growth of social media, professional baseball teams tend to interact with their fans by setting virtual community on social media sites, if better fan relationship management is desired. Thus, this study adopted social media interaction as another critical factor of relationship quality. The results, based on data collected from 348 baseball fans, indicated that relationship benefit and social media interaction have positive effect on relationship quality. And fan motivation and relationship quality have positive effect on fan loyalty.en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 4
第一節 台灣職業棒球現況 4
第二節 球迷觀賽動機 5
第三節 關係利益 8
第四節 關係品質 10
第五節 社群網路互動性 12
第六節 球迷忠誠度 16
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假說 19
第三節 變數操作型定義 20
第四節 研究設計 25
第五節 問卷設計 26
第六節 前測 32
第四章 統計分析與假設檢定 37
第一節 人口統計資料 38
第二節 信度與效度檢測 40
第三節 結構模式分析 52
第五章 結論與建議 54
第一節 研究結論 54
第二節 研究建議 54
第三節 研究限制 55
第四節 未來研究方向 56
參考文獻 57
附錄一：職棒球團與球迷互動關係研究 63		zh_TW
dc.format.extent 1657998 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102356038en_US
dc.subject (關鍵詞) 關係利益zh_TW
dc.subject (關鍵詞) 關係品質zh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) 社群網路互動性zh_TW
dc.subject (關鍵詞) Relationship Benefiten_US
dc.subject (關鍵詞) Relationship Qualityen_US
dc.subject (關鍵詞) Fan Loyaltyen_US
dc.subject (關鍵詞) Social Media Interactionen_US
dc.title (題名) 探討職棒球團與球迷之關係品質以及球迷忠誠度zh_TW
dc.title (題名) Investigating the fan loyalty and the relationship quality: professional baseball teams as an exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
2. Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. The Journal of Marketing, 42-58.
3. Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
4. Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: the relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302.
5. Bitner, M. J. (1995). Building service relationships: It’s all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251.
6. Braunstein, J. R., & Zhang, J. J. (2005). Dimensions of athletic star power associated with Generation Y sports consumption. International Journal of Sports Marketing & Sponsorship, 6(4), 242–267.
7. Chang, A. M., Kannan, P. K., & Whinston, A. B. (1999). Consumers extent of evaluation in brand choices. The Journal of Business, 72(2), 229-251.
8. Chang, Y. H., Ko, Y. J., Tasci, A., Arai, A., & Kim, T. H. (2014). Strategic match of athlete endorsement in global markets: an associative learning perspective.International Journal of Sports Marketing and Sponsorship, 15(4), 253-271.
9. Cooky, T. (1999). Interactive communication-public relations on the Web. Public Relations Quarterly, 44(2), 41-42.
10. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. The Journal of Marketing, 68-81.
11. Delcourt, C., Gremler, D. D., van Riel, A. C., & van Birgelen, M. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty: The mediating role of rapport. Journal of Service Management, 24(1), 5-24.
12. Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. the Journal of Marketing, 6-21.
13. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
14. Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual`s psychological connection to sport. Sport Management Review, 4(2), 119-150.
15. 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.
16. Funk, D. C., Mahony, D. F., Nakazawa, M., & Hirakawa, S. (2001). Development of the Sports Interest Inventory(SII): Implications for measuring unique consumer motives at sporting events. International Journal of Sports Marketing & Sponsorship, 3.
17. Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2003). Understanding consumer support: Extending the Sport Interest Inventory (SII) to examine individual differences among women`s professional sport consumers. Sport Management Review, 6(1), 1-31.
18. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relation- ships. The Journal of Marketing, 63(2), 70-87.
19. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
20. Ghose, S., & Dou, W. (1998). Interactive functions and their impacts on the appeal of internet presence sites. Journal of Advertising Research, 38(2), 29-43.
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