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研究生:陳信中
研究生(外文):Chen Hsin-Chung
論文名稱:中華職棒大聯盟兄弟象迷對運動贊助與關係行銷模式之研究-線性結構方程模式之驗證
論文名稱(外文):A Study on Sport Sponsorship and Relationship Marketing on Chinese Professional Baseball League Brother Elephants Fans - A Confirmatory Model
指導教授:戴遐齡戴遐齡引用關係
學位類別:碩士
校院名稱:臺北市立教育大學
系所名稱:體育學系碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:167
中文關鍵詞:驗證性因素分析線性結構方程模式運動贊助關係行銷
外文關鍵詞:Confirmatory Factor AnalysesStructural Equation ModelingSport SponsorshipRelationship Marketing
相關次數:
  • 被引用被引用:15
  • 點閱點閱:861
  • 評分評分:
  • 下載下載:197
  • 收藏至我的研究室書目清單書目收藏:6
  本研究旨在探討中華職棒大聯盟兄弟象迷對運動贊助與關係行銷模式之情形。以413位兄弟象迷為對象,採用問卷調查法,使用LISREL 8.51版與SPSS 10.0版套裝軟體進行統計分析,將所得之有效資料,經驗證性因素分析、描述統計、重複量數單因子變異數分析、LSD法事後比較、相依樣本t考驗及線性結構方程模式,獲得研究結果如下:
一、本研究自編之「中華職棒兄弟象迷對運動贊助與關係行銷模式調查問卷」,經驗證性因素分析後,顯示問卷中各衡量構面和題項具有信度與效度。
二、兄弟象迷在運動贊助各屬性中,對於「認同屬性」最為重視,其次為「知名度屬性」,接續為「歸因屬性」,最後為「一致屬性」。
三、兄弟象迷在關係利益中,球迷首重「信心利益」,再來是「社會利益」,最後才是「特殊待遇利益」。
四、兄弟象迷在關係品質中,重視與贊助商間的信任勝於關係承諾。
五、兄弟象迷在關係結果中,重視忠誠勝過口碑。
六、經由線性結構方程模式驗證後,研究結果顯示假設模式能與實證資料相適配,兄弟象迷對「運動贊助與關係行銷模式」整體模式適配度達到理想。
The purpose of this study was to research the sport sponsorship and relationship marketing model from the fans of Chinese Professional Baseball League Brother Elephants. A self-developed questionnaire was administered to 413 Brother Elephants fans. By using LISREL 8.51 and SPSS 10.0 Package Software, the obtained data was analyzed by confirmatory factor analysis (CFA), descriptive statistic, one-way RMANOVA, LSD post-hoc method, t-test and structural equation modeling (SEM). The results of this study were as follows:
1.By CFA, Chinese Professional Baseball League Brother Elephants fans to sport sponsorship and relationship marketing questionnaire possessed reliability and validity.
2.The differences between the factors of “sport sponsorship” were: the highest was “identification attribution”; the second position was “famous attribution”; the third position was “intention attribution”; the lowest was “consistence attribution”.
3. The differences between the factors of “relationship benefits” were: “confidence benefit” as the first grade; “social benefit” as the second grade; “special treatment benefit” as the third grade.
4. The differences between the factors of “relationship quality” were: “trust” as the highest; “relationship commitment” as the lowest.
5. The differences between the factors of “relationship outcomes” were: “loyalty” as the first grade; “word-of-mouth” as the second grade.
6. The sport sponsorship to relationship marketing model passed the threshold standards and fitted the data.
第一章 緒論
第一節 研究背景與動機……………………………………… 1
第二節 研究目的……………………………………………… 3
第三節 研究問題……………………………………………… 4
第四節 研究假設……………………………………………… 4
第五節 研究範圍……………………………………………… 5
第六節 研究限制……………………………………………… 6
第七節 名詞操作型定義……………………………………… 6
第二章 文獻探討
第一節 運動贊助之文獻探討………………………………… 8
第二節 建構實證模式的理論觀點…………………………… 20
第三節 關係行銷理論之文獻探討…………………………… 28
第四節 兄弟象對運動贊助業務概況………………………… 42
第五節 本章總結……………………………………………… 48
第三章 研究方法
第一節 研究架構……………………………………………… 53
第二節 研究程序……………………………………………… 53
第三節 研究對象與抽樣方法………………………………… 54
第四節 研究工具……………………………………………… 56
第五節 各分量表之驗證性因素分析………………………… 67
第六節 資料分析與統計處理………………………………… 98
第四章 結果與討論
第一節 兄弟象迷人口統計現況……………………………… 99
第二節 兄弟象迷對贊助商個別辨識率……………………… 102
第三節 兄弟象迷對運動贊助、關係利益、關係品質與關係
結果各因素之現況與差異分析……………………… 104
第四節 兄弟象迷對運動贊助與關係行銷整體模式之分析… 112
第五章 結論與建議
第一節 結論…………………………………………………… 139
第二節 建議…………………………………………………… 141
參考文獻
中文部分………………………………………………………… 145
英文部份………………………………………………………… 147
附錄
附錄一、兄弟象迷對運動贊助與關係行銷模式
調查問卷(預試)………………………………… 154
附錄二、兄弟象迷對運動贊助與關係行銷模式
調查問卷(正式)………………………………… 157
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