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研究生:林冠志
研究生(外文):LIN, KUAN-CHIH
論文名稱:知覺價值與事件態度對購買意願之研究—以中華職業棒球大聯盟為例
論文名稱(外文):The Effects of Perceived Value and Event Attitude on Purchase Intention—Chinese Professional Baseball League as an Example
指導教授:劉宗哲劉宗哲引用關係
指導教授(外文):LIU, CHUNG-TZER
口試委員:周宇貞劉秀雯
口試委員(外文):CHOU, YU-JENLIU, HSIU-WEN
口試日期:2020-05-12
學位類別:碩士
校院名稱:東吳大學
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:2020
畢業學年度:108
語文別:中文
論文頁數:64
中文關鍵詞:知覺價值事件態度品牌忠誠度品牌形象購買意願中華職棒
外文關鍵詞:Perceived ValueEvent AttitudeBrand LoyaltyBrand ImagePurchase IntentionCPBL
相關次數:
  • 被引用被引用:2
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  • 評分評分:
  • 下載下載:37
  • 收藏至我的研究室書目清單書目收藏:1
職業體育運動致力於發展行銷管理已行之有年,因此,管理球迷與球隊之間關係的重要性日漸提升,加強球迷與球隊之間的關係可以提高顧客對組織的黏著度和關注、參與比賽的意願。因此,維持球迷繼續購票進場觀賞賽事的意願,是組織管理階層打造行銷策略時至上的原則。
中華職業棒球大聯盟達成三十周年里程碑,職棒各隊皆在賽季主場出賽時,打造「主題日」活動事件,增加球迷參與賽事的附加價值。本研究發現球迷的知覺價值與對「主題日」的事件態度建立可以左右球迷的品牌忠誠度並影響購票進場觀賽的意願,球迷們認為球賽有著不錯的品質且享受現場觀賽的時光,再加上球團推出的特色活動,緊緊抓牢球迷的心,付出行動力支持中華職棒。
Professional sports have been immersed in developing marketing management for several years, so managing the relationship among the fans and the teams has become increasing important. Strengthening the relationship among the fans and the teams can increase the customer's stickiness and attention to the organization, the intention to participate in the game. Maintain the fans’ intention to continue to participate in live games, which is the principle of the supremacy of the organization and management to create marketing strategies.
Chinese Professional Baseball League (CPBL) has reached its 30th anniversary milestone, and teams in CPBL create "Theme Day" events at home during the season to increase the added value of participating in the games. This study found that the perceived value of fans and the establishment of the event attitude towards the "Theme Day" can influence the brand loyalty of fans and affect the intention to purchase tickets to enter the game. Fans believe that the games have good quality and enjoy the time to watch the live game, coupled with the special events launched by the teams, firmly grasp the hearts of fans, pay action to support the CPBL.
中文摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 6
2.1 知覺價值 6
2.2 事件態度 8
2.3 品牌忠誠度 10
2.4 品牌形象 12
2.5 購買意願 14
第三章 研究方法 16
3.1 研究架構 16
3.2 研究假說 17
3.3 研究對象及資料收集方式 20
3.4 研究變數的操作型定義與問卷設計 21
3.5 資料分析方法 26
第四章 資料分析與研究結果 28
4.1 研究問卷樣本之敘述分析 28
4.2信度分析 32
4.3相關分析 33
4.4驗證性因素分析 34
4.5模型適配度指標 37
4.6路徑分析 40
4.7分群分析之品牌形象高低 42
第五章 結論與建議 44
5.1研究結論 44
5.2管理意涵與研究建議 46
5.3研究限制與未來研究方向 48
參考文獻 50
附錄:問卷 62
網路資源
Interbrand official website (2019), Best Global Brands 2019 Rankings, 取自https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/

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