臺灣博碩士論文加值系統

參考Iwasaki and Havitz（2004），McMullan and Gilmore（2003）等學者研究與本地球迷意見為基礎，製作量表以檢驗球迷參與職棒休閒涉入與對職棒休閒活動代理商的承諾-忠誠之間關係，與職棒休閒涉入與其前置因素間關係，同時去了解目前球迷對職棒涉入程度與對職棒活動代理商的承諾-忠誠之程度。經過對球迷代表之訪談，前測測試，最後正式施測的一連串驗證過程，利用數量統計方式為研究工具，驗證結果認為，職棒涉入前置因素與其職棒涉入有正向關係，且職棒涉入前置因素透過職棒涉入，確實對兩個職棒休閒活動代理商的承諾-忠誠有著顯著的預測能力。
並根據此模型，對樣本進行人口統計變數的差異性分析。結果認為性別只在職棒涉入前置因素內有顯著差異，在其他構面內無顯著差異。其他變數例如年齡，婚姻，職業別，教育程度，是否目前有喜愛球隊者與有好感的母企業不同者，在各構面內均得到顯著的差異。
另外，本研究也發現目前球迷對兩個休閒活動代理商的最高忠誠度展現---「拒絕接受改變現狀的安排」，預測解釋力是顯著的但數值較低，代表球迷普遍還未進入「忠誠」境界，還有待代理商之努力。
研究之主要貢獻之一，在於脫離以往只從球迷對喜愛球隊之滿意角度或僅使用計量消費者消費頻率方式來觀察忠誠。本研究建議從球迷對休閒活動代理商的態度來看承諾-忠誠，或許是一個新的研究參考角度。

For designing a measurement to inspect the relationships between fans -involvement and the commitment-loyalty to two baseball recreation agencies, referring to the studies from Iwasaki and Havitz（2004）, McMullan and Gilmore（2003）and the conclusion of fans group interview as theory foundation of the model. Meanwhile, measure the current position of fans-involvement and their commitment-loyalty to recreation agencies.
Getting through a serious process of fans interview, pre-testing the questionnaire then formal testing it, make sure the effectiveness and reliability are sufficient for further analysis. The final conclusion argues, there fans-involvement is significantly to predict the commitment-loyalty, and fans-involvement antecedents to the fans-involvement as well.
According to the differentiation analysis jobs between various demographics of samples, found the significant differences at variables of gender, marriage, age, occupation, education level, yes fan or not and positive intension to mother enterprise of the favorable team.
When forwarding regression testing to the model, found significant relations to, but lower variance explanation capability whereas reached the top loyalty criterion “refuse to any change” to recreation agencies. This may indicate there an expectation space from customers need satisfied by T.P.B.L recreation agencies. One of major offers of the study, a new aspect to observe the commitment-loyalty status to Taiwan Professional Baseball League（T.P.B.L）agencies from the traditional one, measuring the status fans contribute to their favorable baseball team or to some baseball players.

目 錄

中文摘要………………………………………………………………..i
英文摘要……………………………………………………………… ii
誌謝……………………………………………………………………iii
目錄……………………………………………………………………iv
表目錄…………………………………………………………………vi
圖目錄…………………………………………………………………viii

第壹章 緒論…………………………………………………… 1
第一節 研究背景……………………………………… 1
第二節 研究動機……………………………………… 4
第三節 研究範圍……………………………………… 5
第四節 研究目的……………………………………… 6
第五節 研究限制……………………………………… 7
第六節 研究貢獻……………………………………… 7
第七節 研究流程……………………………………… 8
第貳章 文獻探討……………………………………………… 9
第一節 消費者涉入…………………………………… 9
第二節 休閒涉入之前置因素………………………… 17
第三節 消費者承諾-忠誠……………………………… 24
第四節 台灣職棒休閒活動相關研究………………… 34
第叁章 研究方法與設計……………………………………… 38
第一節 研究假設與架構……………………………… 38
第二節 研究變數操作型定義與衡量………………… 39
第三節 訪談方法與內容……………………………… 41
第四節 量表編製……………………………………… 44
第五節 正式施測……………………………………… 47
第六節 因素分析……………………………………… 54
第肆章 研究結果與討論……………………………………… 59
第一節 研究構面整體分析…………………………… 59
第二節 關聯性分析…………………………………… 63
第三節 預測關係……………………………………… 65
第四節 人口統計變數差異分析……………………… 71
第伍章 研究結論與建議………………………………………… 83
第一節 結論……………………………………………… 83
第二節 建議……………………………………………… 86
第三節 未來研究議題…………………………………… 88
參考文獻…………………………………………………………… 89
附錄一 焦點團體討論實施細部計畫……………………………… 103
附錄二 焦點團體訪談紀錄………………………………………… 108
附錄三 前測問項出處對照表……………………………………… 115
附錄四 前測問卷…………………………………………………… 121
附錄五 前測資料之信度分析摘要表……………………………… 126
附錄六 實測問卷與構面代號對照表……………………………… 133
附錄七 實測問卷…………………………………………………… 135
附錄八 實測工具信效度檢定……………………………………… 139

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