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研究生:高敘庭
研究生(外文):Hsu-Ting, Kao
論文名稱:職棒球迷主觀評價與再惠顧意願之關係
指導教授:杜秉叡杜秉叡引用關係鄭明松鄭明松引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:78
中文關鍵詞:球星認同球隊競爭力再惠顧意願球迷內化程度社會互動程度
外文關鍵詞:Team CompetitivenessFans InternalizationSocial InteractionStar Player Identification
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本研究旨在探討中華職棒大聯盟之球迷本身的主觀判斷是否會影響其再惠顧意願。球迷的主觀判斷包括「球隊競爭力」、「球迷內化程度」、「社會互動程度」以及「球星認同」四構面。球迷的再惠顧意願包括「進場觀賽意願」、「購買周邊商品意願」和「口碑宣傳意願」。主要研究結果顯示:(一)「球隊競爭力」、「球迷內化程度」、「社會互動程度」以及「球星認同」皆與進場觀賽意願有顯著相關、(二)「球隊競爭力」、「球迷內化程度」以及「球星認同」、與「購買周邊商品意願」有顯著相關、(三)「球隊競爭力」、「球迷內化程度」以及「球星認同」與「口碑宣傳意願」有顯著相關。
The purpose of this study is to examine whether the subjective judgments of Chinese Professional Baseball League fans will have an impact on their willingness to repatronage. Fans' subjective judgments included three aspects: team competitiveness, fan internalization, degree of social interaction, and star player identification. Fans' willingness to repatronage included three aspects as well: willingness to buy tickets, willingness to buy team merchandise, and willingness to publicize through word of mouth. Results show that: (1) all four aspects of subjective judgements were related to willingness to buy tickets, (2) team competitiveness, fan internalization, and star player identification were related to willingness to buy team merchandise, and (3) team competitiveness, fan internalization, and star player identification were related to willingness to publicize through word of mouth.
目錄

圖目錄 vii
表目錄 viii
第一章 緒論 1
1-1研究背景與動機 1
1-2 研究目的 2
1-3 研究流程 3
第二章 文獻探討 4
2-1 最惠顧行為意願 4
2-1-1 再惠顧行為意願的定義 4
2-1-2 進場觀賽意願 7
2-1-3 購買球隊周邊商品意願 9
2-1-4 口碑宣傳意願 11
2-2球隊競爭力 12
2-2-1 球隊競爭力的定義 12
2-2-2 球隊競爭力的理論 12
2-2-3 球隊競爭力與再惠顧行為意願之關係 14
2-3 球迷內化程度 15
2-3-1 球迷內化程度的定義 15
2-3-2球迷內化程度的理論 15
2-3-3球迷內化程度與最惠顧行為意願之關係 16
2-4社會互動程度 17
2-4-1 社會互動程度的定義 17
2-4-2 社會互動程度的理論 17
2-4-3 社會互動程度與最惠顧行為意願之關係 19
2-5 球星認同 19
2-5-1 球星認同的定義 19
2-5-2 球星認同的理論 20
2-5-3 球星認同與最惠顧行為意願之關係 21
第三章 研究方法 23
3-1 研究架構 23
3-2 研究樣本 23
3-3 研究工具 23
3-4 研究步驟 25
第四章 研究結果 27
4-1 樣本描述性統計 27
4-2 研究變項描述性統計 28
4-3 信、效度分析 31
4-4 相關分析 33
4-5 迴歸分析 34
第五章 結論與建議 37
5-1 研究結論 37
5-2管理意涵 39
5-3研究限制 40
5-4 未來研究建議 41
參考文獻 42
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