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研究生:林育賢
研究生(外文):Lin Yu-Hsien
論文名稱:中華職棒大聯盟球迷球隊認同模式之研究-以Lanew熊隊為例
論文名稱(外文):A Study on Chinese Professional Baseball Fans’ Team Identity Model-The Case of La new Bear’s Fans
指導教授:戴遐齡戴遐齡引用關係
指導教授(外文):Tai Hsia-Ling
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:175
中文關鍵詞:球隊認同滿意度品牌權益購買意願La new熊隊球迷中華職棒大聯盟
外文關鍵詞:team identitysatisfactionbrand equitypurchase intentionLa new Bear’s fansChinese Professional Baseball League(CPBL)
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  本研究旨在探討中華職棒大聯盟球迷球隊認同之情形。以796位中華職棒現場觀眾為對象,採用問卷調查法,將其以SPSS12.0軟體隨機區分為兩組樣本,每組各398份。使用LISREL 8.51版與SPSS 12.0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法事後比較及結構方程模式,獲得研究結果如下:
一、本研究中球隊認同模式量表參考相關文獻。將其建構成球隊認同模式的一系列競爭模式,以第一組樣本來做驗證性因素分析的評鑑,結果顯示四因素斜交模式是最為簡效的模式,對此一模式做內在結構適配評鑑也顯示觀察變項與潛在變項皆具有良好的信度、區別效度,以及聚合效度。第二組樣本則是作為複核效度的評鑑,結果顯示四因素斜交模式具有穩定性以及預測力。
二、球隊認同模式變項之整體模式分析,經結構方程模式統計分析結果,整體適配指標達到標準門檻( =312.25, p<.05, GFI=0.91, SRMR=0.6, RMSEA=0.08, NNFI=0.88, CFI=0.90, PNFI=0.69, CN=145.16, /df =3.72)。
三、中華職棒La new熊隊球迷球隊認同的差異上,「戰績及知名度」與「球隊形象」影響最大,「球迷與球隊互動」的影響最小。
四、中華職棒La new熊隊球迷滿意度的差異上,「所支持球隊表現」影響最大,「球團提供之服務」與「各項活動及周邊商品」的影響最小。
五、中華職棒La new熊隊球迷品牌權益的差異上,以「品牌知名度」影響最大,「品牌忠誠度」的影響最小。
六、中華職棒La new熊隊球迷購買意願的差異上,「口碑推薦」影響最大,「價格溢酬」與「品牌延伸」的影響最小。
七、經由結構方程模式之路徑分析結果發現,球隊認同對滿意度、品牌權益、購買意願皆有正面影響,品牌權益對購買意願有正面影響。
The main purpose of this study was to verify the identity model of CPBL La new Bear’s fans, and to compare the difference among the items of fans’ identity model. Sample of this study was 796 La new Bear’s fans who were random selected as the subject. The study adopted questionnaire method, and the samples were divided into two sets by an SPSS 12.0 random procedure. Based on the LISREL 8.51 and SPSS Package Software, the obtained data was analyzed by descriptive statistics, CFA, one-way RMANOVA, and LSD post-hoc method. The results of this study are as follows:
1. The scale of fans’ identity model was developed through referring to the literature. A series of competing model was established and evaluated by the first sample set using confirmatory factor analysis(CFA) procedure. The four-factor oblique model was found to be the most efficient one. The internal-component evaluation found that latent variables have good reliability, discriminant validity and convergent validity. The cross-validation was tested by the second sample set for the model. The stability of the model and the predictive power were confirmed.
2. The global model analysis of fans’ identity. According to the analysis by structural equation modeling(SEM), the overall fit measures of the scale of fans’ identity model passed the threshold standard( X2=312.25, p<.05, GFI=0.91, SRMR=0.6, RMSEA=0.08, NNFI=0.88, CFI=0.90, PNFI=0.69, CN=145.16, X2/df =3.72).
3. The result which was analyzed by one-way RMANOVA to compare the difference among the items of fans’ identity was significant. The result showed that “successful and famous” and “team image” provided the largest influence for fans’ identity, the smallest is “fans interact with teams”.
4. “Team performance” provided the largest influence for satisfaction, the smallest is “team’s service” and “activities and accessory products”.
5. “Brand awareness” provided the largest influence for brand equity, the smallest is “brand loyalty”.
6. “Word-of-mouth” provided the largest influence for purchase intention, the smallest is “price premium” and “brand extension”.
7. By using path analysis, the fans’ identity has positive effects on satisfaction, brand equity and purchase intention. Brand equity has positive effects on purchase intention.
第壹章 緒論
第一節 研究背景與動機………………………………………1
第二節 研究目的………………………………………………4
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 名詞解釋………………………………………………6
第貳章 文獻探討
第一節 臺灣棒球運動發展回顧………………………………8
第二節 球隊認同………………………………………………13
第三節 滿意度…………………………………………………20
第四節 品牌權益………………………………………………27
第五節 購買意願………………………………………………37
第參章 研究方法
第一節 研究架構………………………………………………48
第二節 研究程序………………………………………………48
第三節 研究對象與抽樣方法…………………………………49
第四節 研究工具………………………………………………50
第五節 球隊認同量表之因素結構驗證分析…………………54
第六節 滿意度量表之因素結構驗證分析……………………66
第七節 品牌權益量表之因素結構驗證分析…………………76
第八節 購買意願量表之因素結構驗證分析…………………89
第九節 複核效度………………………………………………96
第十節 資料分析與統計處理…………………………………104
第肆章 結果與討論
第一節 中華職棒大聯盟La new熊隊球迷人口統計變項之現況……………………………………………………106
第二節 中華職棒大聯盟La new熊隊球迷球隊認同、滿意度、品牌權益與購買意願各因素之現況與差異分析109
第三節 中華職棒大聯盟La new熊隊球迷行為模式分析…120
第四節 中華職棒大聯盟La new熊隊球迷球隊認同、滿意度、品牌權益與購買意願競爭模式分析……………131
第五節 中華職棒大聯盟La new熊隊球迷球隊認同、滿意度、品牌權益與購買意願整體行為模式研究假設檢定……………………………………………………135
第伍章
第一節 結論……………………………………………………141
第二節 建議……………………………………………………144
第三節 未來研究方向…………………………………………149
參考文獻
中文部分…………………………………………………………150
英文部分…………………………………………………………153
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