臺灣博碩士論文加值系統

世界主流職業運動，大都以屬地主義經營模式經營，但中華職棒發展至今26年，仍有球隊以全國主場的方式經營主客場制度。Lamigo桃猿隊自搬遷至桃園後便致力經營屬地模式，2013年首次在桃園球場推行單一主場，主場觀眾平均人數成長率達158%；2014年中華職棒平均觀眾人數下滑，Lamigo桃猿隊是四隊中唯一主場觀眾人數正成長的球隊，顯見台灣同樣可成功推行屬地主義。
本研究援引環境心理學的地方依附、地方認同解釋人與地方間的關係，並探討地方依附、地方認同是否可調節Lamigo桃猿隊球迷的球隊認同與球迷忠誠之關係強度。研究採問卷調查方式，於桃園青埔球場採便利抽樣抽取600位球迷，其中支持Lamigo桃猿隊且為桃園人的有效問卷為221份。研究結果發現：一、球隊認同、球迷忠誠、地方依附與地方認同四者間皆互為顯著正相關；二、地方依附及地方認同無法調節球隊認同與球迷忠誠間的關係強度。結論：地方依附與地方認同雖無法提升球隊認同與球迷忠誠間的關係強度，但與球隊認同及球迷忠誠皆互為顯著正相關，證明球迷與地方關係確實可影響球迷忠誠而使職業球團獲利。因此，本研究建議臺灣職業球團應落實屬地主義，以包括認養球場、與地方政府合作、提升社區關係等，以促進台灣職業棒球運動發展。

Most of major professional sport leagues in the world are conducted the franchise management. In Taiwan, the CPBL (The Chinese Professional Baseball League) has been developing for 26 years, part of the teams still manage home-away system around the country. LAMIGO MONKEYS team has being dedicated to conducting the franchise management since it moved to Taoyuan city and chose Taoyuan as its home field in 2011. During the 2013 season , LAMIGO MONKEYS implemented single home court system, the growth rate of the number of spectators reached 158%. During the 2014 season, while the total number of spectators of CPBL was decreased, LAMIGO MONKEYS was the only team with a positive growth rate. Consequently, carrying out the franchise management can be successful in Taiwan.
In this study, place attachment and place identity that originate from environmental psychology are the key words to explain the relationship between residents and place. This study focuses on the relationship between team identification and fan loyalty, and investigates the moderating effect of place attachment and place identity. 600 questionnaires were distributed during LM’s games in Taoyuan International Baseball Stadium with 221 valid questionnaires from Taoyuan citizen also a fan of LAMIGO. Results: (1) Team identification has significant positive influence on fan loyalty, place attachment and place identity, and (2) Place attachment and place identity can’t moderate the relationship of team identification and fan loyalty. Although place attachment and place identity did not affect the relationship between team identification and fan loyalty, yet place attachment and place identity had a significant positive relationship with team identification and fan loyalty. The current study indicated that the relationship between fan and place might affect fan loyalty. Therefore, according to the result of this study, the other 3 teams in CPBL should consider adopt the franchise strategy, including schedule home games in local stadium, collaborate promotions campaign with local government, and establish community relationship.

學位論文授權書…...................................................................... ii
學位考試審定書………………………………………………………....... iii
中文摘要………………………………………………………………....... iv
英文摘要…................................................................................vi
謝誌…………………………………………………………………….......viii
目錄......................................................................................... ix
表目錄.......................................................................................xi
圖目錄...................................................................................... xii

第壹章　緒論............................................................................ 1
第一節　研究背景............................................................. 1
第二節　研究目的............................................................. 5
第三節　研究問題............................................................. 5
第四節 名詞解釋.............................................................. 5
第貳章　文獻探討.......................................................................7
第一節　LM屬地主義發展過程.............................................7
第二節　球隊認同............................................................. 11
第三節　球迷忠誠..............................................................13
第四節　地方依附與地方認同............................………...…...19
第五節　地方依附、地方認同與球迷認同、球迷忠誠之關係......23
第六節　總結.....................................................................24
第參章　研究方法....................................................................... 26
第一節　研究架構...............................................................26
第二節　研究對象與施測程序...............................................26
第三節　研究工具...............................................................27
第四節　資料處理分析.........................................................28
第肆章 研究結果…………………………………………………… ..........30
第一節 基本資料分析…………………………………...……........30
第二節 信效度分析………………………………………...…........33
第三節 結果分析…………………………………………...…........36
第四節 結論…………………………………………………...........44
第伍章 討論與建議…………………………………………………...........46
第一節 討論…………………………………………………...........46
第二節 研究貢獻……………………………………………...........49
第三節 研究限制與建議……………………………………...........50
參考文獻.....................................................................................52
中文部分............................................................................52
英文部分............................................................................55
附錄…………………………………………………………………….........66
附錄一　............................................................................66
附錄二　............................................................................69

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