主場經營模式，球隊認同與球迷再購意願之關係研究 –以某職棒球隊為例

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Title:	主場經營模式，球隊認同與球迷再購意願之關係研究 –以某職棒球隊為例 The Research of Relationships among Home Business Model,Team Identify and Fans willing to purchase –A case study of Takeing a professional Baseball Team
Authors:	陳信安
Contributors:	休閒保健管理系曾倫崇
Keywords:	主場經營球隊認同再購意願 Home Business Team identification Purchase Willingness
Date:	2017
Issue Date:	2018-01-11 11:44:37 (UTC+8)
Abstract:	本研究目的在探討主場經營、球隊認同、再購意願之關係。本研究調查訪問地點大高雄澄清湖棒球場，訪問時間為2016年4~5月。正式發放問卷320份，刪除無效問卷20份，有效問卷300份，回收率93.75%。研究結果如下經由分析結果顯示:H1部分，職業棒球隊主場經營模式會影響球迷對該球隊的認同程度相關之假設，部分成立。H2部分，職業棒球隊主場經營模式會影響球迷對該球隊的再購意願相關之假設，部分成立。H3部分，球迷對球隊的認同程度會影響球迷進場看球的再購意願相關之假設，部分成立。H4部分，不同人口統計變項對球迷進場看球有顯著差異相關之假設，部分成立。主場經營重要程度最高是球團宣傳，所以建議球團多注重宣傳；球隊認同在球迷上經營很用心，所以建議球隊在球迷的經營上要更用心；本研究建議球團主場經營多了解球迷喜好，爭取球迷對球隊認同，以增加球迷進場看球意願。 The purpose of this study is to explore the relationship between home business, team identity and willingness to buy. The study visited the location of the Kaohsiung Clarion Lake Baseball Stadium,dated from 2016 to April. 320 copies of the questionnaire were issued, 20 invalid questionnaires were deleted, 300 valid questionnaires were retrieved and the recovery rate was 93.75%. The results are as follows- According to the analysis results showed: H1 part of the professional baseball team home business model will affect the fans of the team's degree of recognition related to the assumption are partially established. H2 part of the professional baseball team home business model will affect the fans of the team's intention to re-purchase the relevant assumptions,are partially established. H3 part of the fans on the team's degree of recognition will affect the fans approach to watch the re-purchase intention related to the assumption are partially established. H4 part of the different demographic variables on the fans into the watch there are significant differences related to the assumption are partially established. The most important degree of home business is the pellet propaganda, which is recommended and more focus on publicity; team identity in the fans should be operated more carefully,It is recommended that the team in the operation of the fans to should be pay more attention; this study suggested that the pellets home business should understanding Fans like, for fans to identify the team to increase the fans willingness to approach.
Relation:	電子全文公開日期：2022-06-06，學年度：105，107頁
Appears in Collections:	[Dept. of Recreation and Health-Care Management] Dissertations and Theses

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