臺灣博碩士論文加值系統

摘要
隨著職業棒球在台灣的發展日益成熟，也藉由近年來在國際賽事表現優異的渲染力，中華職棒的進場人數幾乎是年年屢創新高，而聯盟與各支球團致力於不斷提升賽事品質和球場服務，目的是增加球迷的滿意度並提升進場觀賽的意願。根據文獻蒐集以及平常關注棒球賽事的經驗，將「數位經營模式」、「社區服務」、「場館設施管理」、「門票定價」視為中職球團最須注重的四大經營策略，而本研究旨在探討這四大策略在中華職棒大聯盟是否會影響球迷的滿意度和忠誠度，有助於球團將來在經營策略佈局方面，可以優先執行最具影響力的策略方向。
本研究在經過統計和分析後發現社區服務和門票價值感知對於球迷滿意度具有一定的影響，但數位經營模式和場館設施管理對於球迷忠誠度則僅有部分影響。根據分析結果，得出以下之結論：
一、數位經營模式與球迷忠誠度是部分具有正向關係。
二、社區服務與球迷滿意度度具有正向關係。
三、場館設施管理與球迷忠誠度是部分具有正向關係。
四、門票價值感知與球迷滿意度具有正向關係。

Abstract

As professional baseball in Taiwan continues to mature, bolstered by strong performances in recent international competitions, attendance in the Chinese Professional Baseball League (CPBL) has reached record highs year after year. In response, the league and its teams have devoted considerable effort to enhancing game quality and stadium services, with the aim of increasing fan satisfaction and encouraging stadium attendance.

Based on a review of the relevant literature and personal observation of baseball events, this study identifies Digital Management Strategy, Community Engagement, Facility Management, and Ticket Pricing Strategy as the four most critical management strategies for CPBL teams. The purpose of this study is to examine whether these four strategies influence fan satisfaction and loyalty within the CPBL, thereby providing insights that may help teams prioritize the most influential strategies in future management planning.

The statistical analysis reveals that Community Engagement and Perceived Ticket Value have a significant impact on fan satisfaction, while Digital Management Strategy and Facility Management exhibit only partial effects on fan loyalty. Based on the findings, the following conclusions are drawn:

Digital Management Strategy is partially and positively related to Fan Loyalty.

Community Engagement is positively related to Fan Satisfaction.

Facility Management is partially and positively related to Fan Loyalty.

Perceived Ticket Value is positively related to Fan Satisfaction.

目錄
書名頁...............................................................i
論文口試委員審定書...................................................ii
中文摘要...........................................................iii
英文摘要.............................................................v
誌謝...............................................................vii
目錄..............................................................viii
表目錄...............................................................x
圖目錄.............................................................xii
第一章 緒論....................................................... 1
第一節 研究背景.............................................. 1
第二節 研究目的.............................................. 2
第三節 研究流程.............................................. 2
第二章 文獻探討................................................... 4
第一節 中華職棒大聯盟的成立與發展............................. 4
第二節 經營策略.............................................. 5
第二節之一 數位經營模式.................................. 6
第二節之二 社區服務...................................... 8
第二節之三 場館設施管理..................................11
第二節之四 門票定價......................................14
第三章 研究方法...................................................17
第一節 研究架構..............................................17
第二節 研究假設..............................................18
第三節 問卷設計與發放........................................18
第四節 研究變數的衡量........................................19
第五節 分析工具與方法........................................31
第四章 資料分析...................................................32
第一節 描述性統計分析........................................32
第二節 探索性因素分析(EFA) ..................................38
第三節 相關分析..............................................44
第四節 信度分析..............................................49
第五節 迴歸分析..............................................50

第五章 結論與建議.................................................57
第一節 研究結論與建議........................................57
第二節 學術貢獻..............................................59
第三節 管理意涵..............................................60
第四節 研究限制與建議........................................61
第六章 參考文獻...................................................62
附錄一 社區服務案例...........................................67
附錄二 問卷..................................................69

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