臺灣博碩士論文加值系統

本研究旨在探討球迷對於職業籃球隊的主場經營感受、球隊認同對其願付票價之影響情形。本研究參考學者之問卷工具，並加以改編而成本研究之研究工具。研究採分層隨機抽樣，預試問卷總計發放100份問卷，並於問卷回收後。研究者以SPSS for Windows 20.0統計軟體進行包括描述性統計、獨立樣本T檢定、單因子變異數分析，以及迴歸分析。本研究之正式問卷於2023年5月11日至2023年6月8日之間，針對目前有關注職業籃球運動之民眾進行隨機抽樣，並利用網路問卷填答，共計發放221份問卷，扣除填答不完整、填答連續性過高及無法辨識其填答內容之問卷，共計回收有效問卷208份，有效問卷回收率84.1%。研究結果顯示本研究樣本以男性、21~30歲、教育程度為大學（專科）、觀賞職籃1~2年、居住於北部地區、具有現場觀賽經驗，以及具有特定支持球隊的族群為多。另外在票價感受方面，覺得特種A席票價偏貴者居多，而覺得特種B席和特種C席票價合理或便宜者則較感覺票價偏貴者為多。男性的主場行銷策略感受、球隊認同感受構面均會顯著高於女性；有現場觀賽經驗和有特定支持球隊的族群在主場行銷策略感受、球隊認同感受構面也均會顯著高於無現場觀賽經驗族群；31~40歲族群在主場行銷策略感受、球隊認同感受構面中均會顯著高於51~60歲族群；職籃觀賞年資1~2年及3~4年者在主場行銷策略感受、球隊認同感受構面中均顯著大於未滿1年者。球迷對於主場行銷策略感受與球隊認同感受均對願付入場票價具顯著影響，其標準化迴歸係數分別為.50及.48，模型解釋力達.60，經修正後模型解釋力為.54；另外球迷對於主場行銷策略感受對球隊認同感受亦有顯著之影響，其標準化迴歸係數為.91，模型解釋力達.50，經修正後模型解釋力為.43，整體模型之解釋能力為可接受之程度。研究者根據研究結果提出研究結論，並針對相關單位提出實務可行之建議與未來研究之方向。

The objective of this study is to investigate the influence of fans' perception of home game operations and team identification on their willingness to purchase tickets for professional basketball teams. The research instruments were derived from established questionnaires used by scholars in the field. Stratified random sampling was employed, and during the pilot phase, a total of 100 questionnaires were distributed and collected. Data analysis encompassed descriptive statistics, independent samples t-tests, one-way ANOVA, and regression analysis using SPSS for Windows 20.0 statistical software. The formal questionnaire for this study was administered through an online survey from May 11, 2023, to June 8, 2023. A random sampling method was used to target individuals who have an interest in professional basketball. A total of 221 questionnaires were distributed, and after excluding incomplete, excessively continuous responses, and those with undecipherable content, 208 valid questionnaires were collected, resulting in a response rate of 84.1%. The findings revealed that the study's sample predominantly consisted of males aged 21-30 with a college education, 1-2 years of experience attending professional basketball games, residing in the northern region, having witnessed live games, and affiliating with specific team supporter groups. Concerning perceptions of ticket pricing, the majority regarded prices for Special A seats as relatively high, while Special B and Special C seats were deemed reasonable or affordable. Male respondents exhibited significantly higher perceptions of home marketing strategies and team identification compared to females. Those with live game attendance experience and belonging to specific team supporter groups also demonstrated significantly higher perceptions in home marketing strategies and team identification than those without live game attendance experience. The age group of 31-40 displayed significantly higher perceptions in home marketing strategies and team identification compared to the 51-60 age group. Fans with 1-2 years and 3-4 years of experience watching professional basketball games exhibited significantly higher perceptions in home marketing strategies and team identification than those with less than 1 year of experience. Fans' perceptions of home marketing strategies and team identification exerted a significant impact on their willingness to pay for tickets, with standardized regression coefficients of .50 and .48, respectively. The model accounted for 60% of the variance, which was adjusted to .54 after modification. Furthermore, fans' perceptions of home marketing strategies significantly influenced their team identification, with a standardized regression coefficient of .91. The model elucidated 50% of the variance, which was adjusted to .43. The overall explanatory power of the model was considered satisfactory. Drawing from these findings, the researchers provided conclusions and offered practical recommendations for relevant organizations while suggesting avenues for future research.

目錄
誌謝 I
摘要 II
Abstract IV
目錄 VI
圖目錄 VIII
表目錄 IX
第壹章 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 研究問題 3
第四節 研究限制 4
第五節 研究重要性 5
第六節 研究名詞解釋 6
第貳章 文獻探討 7
第一節 職業運動主場行銷策略現況 7
第二節 運動行銷與相關研究 9
第三節 球隊認同理論與相關研究 13
第四節 願付票價意涵與相關研究 16
第參章 研究方法 22
第一節 研究架構 22
第二節 研究流程 23
第三節 研究對象 25
第四節 研究工具 25
第五節 資料分析方法 31
第肆章 結果討論 34
第一節 研究群體基本背景現況 34
第二節 研究群體基本背景對變項之分析 44
第三節 研究群體之變項間相互影響關係分析 53
第伍章 結論與建議 56
第一節 研究結論 56
第二節 研究建議 59
第三節 未來研究方向 61
參考文獻 63
中文部份 63
西文部份 66
附錄一 預試問卷 72
附錄二 正式問卷 77

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