臺灣博碩士論文加值系統

台灣近年來，籃球環境經營不善，國內好手紛紛往國外尋求發展，一切在2020年開始有了轉機，P. LEAGUE+職業籃球聯盟創立，該聯盟利用先進者優勢建立了的競爭優勢。2021年T1 League 成為後進者進入職業籃球市場競爭，台灣籃球聯盟形成激烈的良性競爭。回歸本質，觀賞性運動如何提升觀眾觀賽意願是最重要的議題，2022年是屬於台灣籃球盛世的一年，如何留住球迷，新職業籃球聯盟P. LEAGUE+或T1 League的球隊不步上過去籃球聯盟觀眾進場支持度低迷的情況，故為深入了解此議題，本研究目的為期望以競爭策略的角度了解觀眾觀看職業籃球球隊之比賽時會有哪些吸引及考量因素來探討台灣職業籃球球隊之關鍵成功因素，本研究先用質性訪談的方式跟觀眾進行面對面訪談，了解其觀賽原因推導假設，然後把假設設計成問卷運用線上發放問卷的方式蒐集資料，總共蒐集了242份有效樣本，最後用SPSS 24.0版本進行研究論證。研究發現職業籃球球隊提升觀賽體驗策略、職業籃球球隊屬地主義建立、職業籃球球隊品牌形象對觀看職業籃球球隊的比賽之意願都具有正向顯著影響。以競爭策略觀點了解職業籃球球隊關鍵成功因素。

Traditionally, the Taiwanese basketball industry was poorly managed, and many good Taiwanese players decided to go abroad and played for foreign basketball leagues to increase opportunities of gaining high salary and good reputations. However, in recent years everything has begun to turn around in Taiwan. The P. LEAGUE+ professional basketball league was founded and made use of marketing and competitive strategies to strengthen its competitiveness. Not surprisingly, the Taiwanese basketball industry has therefore become increasingly popular. Then, “T1 League “became a latecomer and enter the professional basketball market to compete with “P. LEAGUE+”. How to increase audience’s willingness to watch basketball games is the most important issue for both leagues. 2022 is a year of prosperity for Taiwanese basketball. In the past, audience’s willingness to watch basketball games was low. Therefore, to gain a deeper understanding of this issue, the purpose of this study is to explore the attractiveness and the key success factor of professional basketball league by competitive strategy perspective. In this study, qualitative research was used to realize the reasons for watching professional basketball game and formulate hypotheses. Then, used the hypotheses to make questionnaires to collect data. A total of 242 valid samples were collected. After all, use SPSS 24.0 version as a tool to verify the hypotheses. Study found that the strategy of improving the experience of watching professional basketball games; developing principle of localization; and the brand image of professional basketball teams. These three factors have a significant impact on the willingness of watching professional basketball games.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 企業策略規劃與運用 4
第二節 競爭策略 7
第三節 運動產業消費者行為 12
第三章 研究方法 15
第一節 選擇研究方法 15
第二節 資料蒐集 17
第三節 質性訪談研究程序 19
第四節 量性問卷研究程序 20
第四章 質性個案研究分析與發現 21
第一節 變數關聯性分析 21
第二節 問卷設計 26
第五章 量性研究分析與發現 32
第一節 樣本敘述 32
第二節 敘述統計分析 34
第三節 因素分析 37
第四節 信度分析 42
第五節 Pearson相關分析 43
第六節 迴歸分析 44
第六章 結論與建議 46
第一節 研究結論 46
第三節 研究限制與未來建議 49
參考文獻 50
一、中文部分 50
二、英文部分 51
附錄一 訪談大綱 54
附錄二 研究問卷 56

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