體育賽事觀賽體驗與球隊吉祥物品牌個性 對職業球隊品牌權益之關聯－以MLB為例

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論文名稱

體育賽事觀賽體驗與球隊吉祥物品牌個性對職業球隊品牌權益之關聯－以MLB為例

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摘要(中)

在職業球隊運動中使用吉祥物做為球隊標幟的現象非常普遍，藉由吉祥物的演出帶動球迷更快進入比賽的氣氛中，並能適時的鼓舞球員的士氣，炒熱觀賽的情緒，尤其對於有主客場比賽機制的運動，如職業棒球、籃球等。吉祥物可激發觀眾對球隊的認同感，球隊也可藉由吉祥物傳遞球隊文化與其訴求的運動精神與企業識別。吉祥物已經成為了球隊比賽活動外，球迷觀賞的重要一部分，有的吉祥物甚至成了球隊的代名詞，球隊吉祥物也可藉由周邊商品的販售及參與商品廣告來創造收入。故球隊吉祥物對於觀眾觀賽經驗的影響是否能提高入場觀賽的意願，並進而提升球隊的品牌價值，成了本研究探討的重點。因此選擇以經營運動吉祥物相當熱絡的MLB，來探討觀眾的賽事觀賞體驗是否影響球隊吉祥物的品牌個性，與球隊吉祥物的品牌個性是否能預測球隊品牌權益之間的關係。

總計回收有效問卷247份，以T檢定、變異數分析、皮爾遜積差相關分析及多元迴歸分析法進行統計分析，研究結果顯示受訪者背景變項對「體育賽事觀賽體驗」及「球隊吉祥物品牌個性」無顯著影響；「體育賽事觀賽體驗」與「球隊吉祥物品牌個性」呈現顯著之正相關；「球隊吉祥物品牌個性」無法有效預測「球隊權益」。

摘要(英)

Sports team mascots are popularly in professional team sports. They are good at making a game come alive, and give a boost to the morale of the players, especially in baseball and basketball games. Team mascots enhance spectators’ team- identity, they also transfer messages of the team culture and sportsmanship. Mascots have become a huge part of sports, with some gaining as much fame as the players they support. They make the profits for teams by selling related products of mascots or advertisement. The operation of mascots marketing is very expertly to teams in MLB, so this study attempts to explore the relation between the experiences of spectators and the brand’s personality of the MLB teams’ mascots, and whether the brand’s personality of mascots will predict the brand’s equities of sports teams.

Empirical study is applied to investigate people in Taiwan, whether fans or not, through a web questionnaire as well. This research discusses factors influencing spectators’ perception to the mascots of professional teams, and hopes to provide suggestions to the owners running professional sport as well as the marketers of professional sport.

關鍵字(中)

★ 吉祥物
★ 觀賽體驗
★ 品牌個性
★ 品牌權益

關鍵字(英)

★ Mascot
★ Sporting event experience
★ Brand personality
★ Brand equity

論文目次

中文摘要 i

英文摘要 ii

誌謝 v

目錄 vi

圖目錄 viii

表目錄 ix

第一章緒論 1

1-1 研究背景與動機 1

1-2 研究目的 3

1-3 研究流程與論文架構 4

第二章文獻探討 7

2-1 吉祥物 7

2-2 品牌個性 13

2-3 體育賽事觀賽體驗 18

2-4 品牌權益 21

第三章研究方法 26

3-1 研究架構 26

3-2 研究假設 26

3-3 研究變數之操作型定義與衡量方式 27

3-4 研究對象與抽樣方法 27

3-5 統計分析方法 30

第四章研究結果 31

4-1 樣本描述性統計 31

4-2 研究變數之信度與效度分析 31

4-3 背景變項在體育賽事體驗及球隊吉祥物品牌個性變項上的差異 37

4-4 體育賽事觀賽體驗與球隊吉祥物品牌個性變項間之相關 39

4-5 變異數分析 39

4-6 相關分析 45

4-7 迴歸分析 47

第五章討論與建議 49

5-1 研究結論 49

5-2 管理意涵 51

5-3 研究限制 52

5-4 未來建議 53

參考文獻 55

附錄：研究問卷 67

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三、網路部份

Nadolny, M. (2014, November 21). Mascots have become a huge part of sports, with some gaining as much fame as the players they support [Online forum comment]. Retrieved from http://olympic.ca/2014/11/21/fun-for-the-fans-the-best-mascots-in-sports/

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EMBA雜誌編輯部（民88年12月）。紅襪隊：不得第一的品牌冠軍。【線上論壇】。取自http://www.emba.com.tw/ShowArticleCon.asp?artid=3027

指導教授

杜秉叡

審核日期

2015-8-28

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