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研究生:黃將倫
研究生(外文):HUANG,JIANG-LUN
論文名稱:職棒球迷球場體驗價值、粉絲社群參與及球隊支持度對球隊商品再購意願之影響—以球隊戰績關切度及支持球迷為干擾變項
論文名稱(外文):The Impact of Professional Baseball Fans' Stadium Experience Value, Fan Community Participation and Team Support on Intention to Repurchase Team Merchandise: Taking Team Record Concern and Fans as Moderator
指導教授:梁成明梁成明引用關係
指導教授(外文):LIANG,CHENG-MING
口試委員:羅新興廖國鋒王湧水梁成明
口試委員(外文):LUO,XIN-XINGLIAO,GUO-FENGWANG,YONG-SHUILIANG,CHENG-MING
口試日期:2022-06-12
學位類別:碩士
校院名稱:中國科技大學
系所名稱:企業管理系碩士在職專班
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:2022
畢業學年度:110
語文別:中文
論文頁數:82
中文關鍵詞:球場體驗價值粉絲社群參與球隊支持度球隊商品再購意願戰績關切度
外文關鍵詞:Stadium experience valueFan community participationTeam supportTeam product repurchase willingnessRecord concern
數位影音連結:職棒球迷球場體驗價值、粉絲社群參與及球隊支持度對球隊商品再購意願之影響—以球隊戰績關切度為干擾變項
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近年來休閒活動越來越受重視,其中觀看體育賽事,尤其是親臨現場參與相關活動已成為許多人休閒生活中重要的一部份。中華職業棒球大聯盟是台灣最早成立的職業運動聯盟,已成立 33 年,職棒觀眾人數曾高達 1,600 萬,非常可觀。
本研究以職棒球迷為研究對象,採便利抽樣法實施問卷調查,以 PLS-SEM 模型來分析職棒球迷的球場體驗價值、粉絲社群參與對於球隊支持度、球隊商品再購意願的影響,球隊支持度在球場體驗價值、粉絲社群參與與再購意願間的中介效果,以及球隊戰 績關切度及球隊球迷別對於球場體驗價值、粉絲社群參與、球隊支持度與球隊商品再購意願間影響關係的干擾效果。
研究發現,新奇性、享樂性及控制性等體驗價值對球隊支持度及再購意願具有顯著的正向影響,社群參與對球隊支持度及再購意願具有顯著的正向影響,球隊支持度會中介體驗價值與職棒商品再購意願間、粉絲社群參與與再購意願間的正向效果。戰績關切度僅在控制性對球隊支持度的關係上具有調節效果。各球隊球迷間的上述影響關係具有顯著的差異。本研究針對研究結果提出理論與實務之建議。
In recent years, more and more attention has been paid to leisure activities. Among them, watching sports events, especially attending related activities in person, has become an important part of many people's leisure life. The Chinese Major League Baseball is the earliest professional sports league established in Taiwan. It has been established for 33 years. The number of professional baseball spectators has reached 16 million, which is very impressive.
This research takes professional baseball fans as the research subject, adopts the convenience sampling method to carry out a questionnaire survey, and uses the PLS-SEM model to analyze the impact of the stadium experience value of professional baseball fans, fan community participation on team support, and team product repurchase willingness. I examine the mediating effect of team support between stadium experience value, fan community participation and repurchase intention, as well as moderation effect of team record concern on the relationship between team fans’ experience value of stadium, fan community participation, team support and team merchandise repurchase intention.
The study found that experiential values, such as novelty, hedonicity and control have a significant positive impact on team support and repurchase intention, and community participation has a significant positive impact on team support and repurchase intention. Team support will mediate the positive effects between experience value and repurchase intention of professional baseball products, and between fan community participation and repurchase
intention. The record concern only has a moderating effect on the relationship between control and team support. There are significant differences in the above-mentioned influence relationships among fans of different teams. This study provides theoretical and practical recommendations based on the findings.
目錄
中文摘要 ......................................................................................................................V ABSTRACT...................................................................................................................VI
目 錄 .............................................................................................................................VIII
表目錄 ......................................................................................................................... X
圖目錄 ......................................................................................................................... XII
第壹章 緒論 .................................................................................................................1
第一節 研究背景與動機 ...............................................................................................1
第二節 研究目的 ..........................................................................................................4
第三節 研究流程 .........................................................................................................4
第貳章 文獻探討 ..........................................................................................................6
第一節 中華職業棒球聯盟與球團 ............................................................................….6
第二節 球場體驗價值 ..................................................................................................11
第三節 粉絲社群參與 ..................................................................................................18
第四節 球隊支持度 ......................................................................................................24
第五節 球隊商品再購意願 .......................................................................................... 25
第六節 球隊戰績關切度 .............................................................................................. 29
第七節 各變數的影響關係及假設推論 ....................................................................…. 32
第叁章 研究方法 ......................................................................................................... 36
第一節 研究架構 ......................................................................................................... 36
第二節 研究對象與抽樣 .............................................................................................. 36
第三節 衡量工具 ......................................................................................................... 37
第四節 資料分析法 ..................................................................................................... 41
第四章 研究結果 ......................................................................................................... 43
第一節 描述性統計分析 ...........................................................................................… 43
第二節 敘述性統計及相關分析 ...............................................................................…. 45
第三節 測量模型檢定 .................................................................................................. 46
第四節 結構模型檢定 .................................................................................................. 50
第五章 研究結論與建議 ..........................................................................................…. 64
第一節 研究結論 .......................................................................................................... 64
第二節 研究建議 .......................................................................................................... 66
第三節 研究限制與未來研究建議 ............................................................................…. 67
參考文獻 ...................................................................................................................... 68
附 錄............................................................................................................................. 81

表目錄
表 2-1體驗價值之義涵.................................................................................................. 12
表 2-2顧客價值分類...................................................................................................... 13
表 2-3體驗價值之衡量構面........................................................................................... 15
表 2-4中華職棒商品分類............................................................................................... 25
表 2-5購買意願之定義................................................................................................... 27
表 3-1職棒球迷現場體驗價值量表之題項..................................................................... 38
表 3-2粉絲社群參與量表之題項.................................................................................... 38
表 3-3球隊支持度量表之題項........................................................................................ 39
表 3-4球隊商品再購意願量表之題項............................................................................. 40
表 3-5球迷球隊戰績關切度量表之題項......................................................................... 40
表 4-1樣本資料分析...................................................................................................... 43
表 4-2各構面平均值及標準差....................................................................................... 45
表 4-3測量模型信效度檢定............................................................................................47
表 4-4測量模型區別效度檢定....................................................................................... 48
表 4-5交叉負荷量矩陣...................................................................................................49
表 4-6球場體驗價值對球隊支持度之影響...................................................................…51
表 4-7球場體驗價值對再購意願之影響.......................................................................…51
表 4-8粉絲社群參與對球隊支持度與再購意願之影響...............................................…..52
表 4-9球隊支持度的中介效果.........................................................................................53
表 4-10本研究各自變項對依變項 f 2 .............................................................................54
表 4-11戰績關切度對結構關係模型路徑的干擾效果.................................................…..54
表 4-12中信兄弟球迷 vs.統一獅球迷之多群組分析 ...................................................…55
表 4-13中信兄弟球迷 vs.樂天桃猿球迷之多群組分析 ...............................................…56
表 4-14中信兄弟球迷 vs.富邦悍將球迷之多群組分析 ...............................................…57
表 4-15中信兄弟球迷 vs.味全龍球迷之多群組分析 ..................................................... 57
表 4-16統一獅球迷 vs.樂天桃猿球迷之多群組分析 ..................................................... 58
表 4-17統一獅球迷 vs.富邦悍將球迷之多群組分析 ..................................................... 59
表 4-18統一獅球迷 vs.味全龍球迷之多群組分析 ......................................................... 60
表 4-19樂天桃猿球迷 vs.富邦悍將球迷之多群組分析 .................................................. 60
表 4-20樂天桃猿球迷 vs.味全龍球迷之多群組分析 ...................................................... 61
表 4-21富邦悍將球迷 vs.味全龍球迷之多群組分析 ...................................................... 62
表 4-22職棒五個球隊球迷之結構關係模型分析結果..................................................... 62
表 4-23職棒五個球隊球迷之多群組分析比較結果.....................................................….63
表 5-1研究假設驗證結果............................................................................................... 64

圖目錄
圖 1-1 研究流程圖.......................................................................................................... 5
圖 3-1 本研究架構..........................................................................................................36
圖 4-1 本研究結構模型路徑............................................................................................50
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