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研究生:呂政蔚
研究生(外文):Chen-Wei Lu
論文名稱:職業棒球球員卡之收藏者特性、消費價值與產品涉入對收藏行為影響之研究
論文名稱(外文):A Study on the Impact of Collector Characteristic, Consumption Values, Product Involvement and Collector Behavior on Professional Baseball Cards Collecting
指導教授:陳美燕陳美燕引用關係
指導教授(外文):Mei-Yen Chen
學位類別:碩士
校院名稱:國立體育大學
系所名稱:休閒產業經營學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:88
中文關鍵詞:收藏行為消費價值產品涉入球員卡
外文關鍵詞:collector behaviorconsumption valueproduct involvementplayer card
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收藏是一系列由收藏者主動意識開始之行為過程,而收藏者自身之特性、對消費價值及產品涉入的認知差異對收藏行為皆有所影響。本研究之目的為以收藏者特性、消費價值及產品涉入程度,來探討職棒球員卡的收藏者以及其收藏行為之特性與差異,以作為未來相關產業行銷策略之參考。

本研究使用問卷調查法,針對職棒球員卡收藏者之收藏行為、消費價值及產品涉入程度進行調查探討。研究工具包含四部分:產品涉入量表、消費價值量表、收藏行為量表與收藏者特性問項。本研究之研究對象為育盛球員卡論壇 (http://bbs.ysponder.com.tw) 之註冊使用者,共回收192份有效問卷。以多變項變異數分析 (MANOVA) 及多元迴歸分析 (multiple regression analysis) 等統計方法進行資料分析。研究結果發現:
一、職棒球員卡收藏者以大專學歷之男性為主,收藏種類以MLB美國大聯盟球員卡居多。
二、不同之每年購買金額、主要收藏種類及涉入程度,在收藏行為上有顯著差異存在。
三、職棒球員卡收藏者之消費價值、產品涉入與收藏行為之間具有顯著相關,且消費價值與產品涉入對於收藏行為皆有顯著的解釋力。

針對以上研究結果,本研究提出國內球員卡發行商,宜並針對不同消費等級的收藏者,設計增加產品種類,讓收藏者有更多選擇,並在加強商品的曝光,使收藏者能更簡單接收商品資訊,進而刺激更多收藏消費。
Collecting is a series process started by collectors’ active consciousness. It is affected by collectors’ characteristics, consumption values and cognition difference between product involvement. The purpose of this study is to explore the differences between collector characteristic, consumption values, product involvement and collector behavior of professional baseball cards collector. The result can provide the marketing strategies of related industrial in the future.

Questionnaire survey was adopted in the study to explore collector characteristic, consumption values, product involvement and collector behavior on professional baseball cards collector. By adopting SCALEs of product involvement, consumption values, collector behavior and collector characteristic as study tools, this study aimed registered user of Ponderosa Y. S. Bulletin Board System as research subject. A total of 192 valid questionnaires were returned. Based on descriptive statistics, MANOVA and multiple regression analysis, this study obtained some results as follows:
1.The majority of the professional baseball cards collectors are male with college education level, mostly collecting MLB cards.
2.Different yearly purchase amount, majority of card collected and level of involvement have significant differences on Collector Behavior.
3.There are significant impacts on consumption values, product involvement and collector behavior of professional baseball cards collecting. Consumption values and product involvement have significant interpretation on collector behavior.

According to the results, local professional baseball card producers may increase their product classification for different collectors, and reinforce exposure of products to excite more consumption of collecting for collectors’ information receiving.
第一章 緒論

第一節 研究背景與動機-----1
第二節 研究目的----------4
第三節 研究問題--------- 4
第四節 名詞釋義---------5
第二章 文獻探討

第一節 收藏行為之相關概念----7
第二節 職業棒球球員卡之介紹----14
第三節 消費價值---- 17
第四節 產品涉入----- 22
第五節 本章總結---- 25

第三章 研究方法

第一節 研究架構------------------- 26
第二節 研究流程------------------------- 27
第三節 研究範圍與對象-------------------- 28
第四節 研究工具------------------------ 29
第五節 資料處理與分析----------------- 39

第四章 結果與討論

第一節 收藏者特性描述統計----------------------- 41
第二節 消費價值、產品涉入及收藏行為現況之分析------- 45
第三節 收藏者特性與產品涉入程度在收藏行為之差異分析--- 50
第四節 消費價值、產品涉入及收藏行為之相關分析----------- 57
第五節 綜合討論-------------------------------- 64

第五章 結論與建議

第一節 結論--------------------- 69
第二節 建議--------------------- 70
第三節 研究限制---------------- 72

參考文獻------------------------ 73

附錄

一 預試問卷------------------------ 79
二 正式問卷------------------------ 84
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