博碩士論文 105421059 詳細資訊




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姓名 高敘庭(Hsu-Ting, Kao)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 職棒球迷主觀評價與再惠顧意願之關係
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摘要(中) 本研究旨在探討中華職棒大聯盟之球迷本身的主觀判斷是否會影響其再惠顧意願。球迷的主觀判斷包括「球隊競爭力」、「球迷內化程度」、「社會互動程度」以及「球星認同」四構面。球迷的再惠顧意願包括「進場觀賽意願」、「購買周邊商品意願」和「口碑宣傳意願」。主要研究結果顯示:(一)「球隊競爭力」、「球迷內化程度」、「社會互動程度」以及「球星認同」皆與進場觀賽意願有顯著相關、(二)「球隊競爭力」、「球迷內化程度」以及「球星認同」、與「購買周邊商品意願」有顯著相關、(三)「球隊競爭力」、「球迷內化程度」以及「球星認同」與「口碑宣傳意願」有顯著相關。
摘要(英) The purpose of this study is to examine whether the subjective judgments of Chinese Professional Baseball League fans will have an impact on their willingness to repatronage. Fans′ subjective judgments included three aspects: team competitiveness, fan internalization, degree of social interaction, and star player identification. Fans′ willingness to repatronage included three aspects as well: willingness to buy tickets, willingness to buy team merchandise, and willingness to publicize through word of mouth. Results show that: (1) all four aspects of subjective judgements were related to willingness to buy tickets, (2) team competitiveness, fan internalization, and star player identification were related to willingness to buy team merchandise, and (3) team competitiveness, fan internalization, and star player identification were related to willingness to publicize through word of mouth.
關鍵字(中) ★ 球星認同
★ 球隊競爭力
★ 再惠顧意願
★ 球迷內化程度
★ 社會互動程度
關鍵字(英) ★ Team Competitiveness
★ Fans Internalization
★ Social Interaction
★ Star Player Identification
論文目次 目錄

圖目錄 vii
表目錄 viii
第一章 緒論 1
1-1研究背景與動機 1
1-2 研究目的 2
1-3 研究流程 3
第二章 文獻探討 4
2-1 最惠顧行為意願 4
2-1-1 再惠顧行為意願的定義 4
2-1-2 進場觀賽意願 7
2-1-3 購買球隊周邊商品意願 9
2-1-4 口碑宣傳意願 11
2-2球隊競爭力 12
2-2-1 球隊競爭力的定義 12
2-2-2 球隊競爭力的理論 12
2-2-3 球隊競爭力與再惠顧行為意願之關係 14
2-3 球迷內化程度 15
2-3-1 球迷內化程度的定義 15
2-3-2球迷內化程度的理論 15
2-3-3球迷內化程度與最惠顧行為意願之關係 16
2-4社會互動程度 17
2-4-1 社會互動程度的定義 17
2-4-2 社會互動程度的理論 17
2-4-3 社會互動程度與最惠顧行為意願之關係 19
2-5 球星認同 19
2-5-1 球星認同的定義 19
2-5-2 球星認同的理論 20
2-5-3 球星認同與最惠顧行為意願之關係 21
第三章 研究方法 23
3-1 研究架構 23
3-2 研究樣本 23
3-3 研究工具 23
3-4 研究步驟 25
第四章 研究結果 27
4-1 樣本描述性統計 27
4-2 研究變項描述性統計 28
4-3 信、效度分析 31
4-4 相關分析 33
4-5 迴歸分析 34
第五章 結論與建議 37
5-1 研究結論 37
5-2管理意涵 39
5-3研究限制 40
5-4 未來研究建議 41
參考文獻 42
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指導教授 杜秉叡 鄭明松 審核日期 2018-7-26
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