臺灣博碩士論文加值系統

自從P+LEAGUE職業籃球聯盟成立後，近年來臺灣的職業籃球發展逐步成熟，不論是在球團的經營或是在聯盟整體的經營上都更加完善。聯盟中存在六支隊伍，每支隊伍所採取的經營策略不盡相同，每隊都有各自的獨到之處。
本文的研究目的在於探討新竹攻城獅在球迷上的經營，以及其在在地化經營上所做的努力是否有其成效，以球團角度出發，將球迷區分為不同取向之球迷，想要了解球迷對於球隊的認同、聯盟認同、以及價值共創上的意願。
本文在P+LEAGUE中選定新竹攻城獅以及桃園領航猿作為研究對象，為了瞭解職業球團的策略對於吸引球迷的成效。此研究採用的是問卷量化研究方法，先分析會有甚麼誘因能夠驅使球迷進場看球，進而將這些誘因區分為各類問項，藉此區分不同種類的球迷。透過分析後再與桃園領航猿做出比較。結果發現新竹攻城獅的球迷不論在球隊認同或是價值共創上，都比桃園領航猿的球迷有更高程度的正向影響，代表新竹攻城獅在整體球迷的經營上比桃園領航猿成功。並從兩隊資料結果來看，地區身分的認同確實會正向影響球迷，但重視進場觀賽的球迷則是球團甚至是聯盟更該關注的一群粉絲，這群粉絲不僅會有更高的球隊認同，也會有更高的聯盟認同甚至做出價值共創的行為。

Since the establishment of the P+LEAGUE Professional Basketball League, the development of professional basketball in Taiwan has gradually matured in recent years, both in terms of team management and overall management of the league. There are six teams in the alliance, and each team adopts different business strategies, each with its own unique features.
The purpose of this study is to explore the management of Hsinchu Lioneers among fans and whether their efforts in localized management have been effective. From the perspective of the club, fans are divided into fans with different orientations, in order to understand their identification with the team, league, and value co creation intentions.
This article selects Hsinchu Lioneers and Taoyuan Pilots as the research objects in P+LEAGUE, in order to understand the effectiveness of professional basketball team strategies in attracting fans. This study adopts a questionnaire quantitative research method, which first analyzes what incentives can drive fans to watch the game, and then divides these incentives into various questions to distinguish different types of fans. After analysis, make a comparison with the Taoyuan Pilots. The results showed that fans of Hsinchu Lioneers had a higher degree of positive impact on team identification and value co creation than fans of Taoyuan Pilots, indicating that Hsinchu Lioneers were more successful in overall fan management than Taoyuan Pilots. From the results of the two teams' data, it can be seen that regional identity does positively affect fans, but fans who value entering and watching games are a group of fans that the team or even the league should pay more attention to. This group of fans not only have higher team identity, but also higher league identity and even value co-creation behavior.

書名頁………………………………………………………………………………i
論文口試委員審定書………………………………………………………………ii
中文摘要……………………………………………………………………………iii
英文摘要……………………………………………………………………………iv
誌謝…………………………………………………………………………………v
目錄…………………………………………………………………………………vi
表目錄………………………………………………………………………………viii
圖目錄………………………………………………………………………………ix
第一章、緒論………………………………………………………………………1
1.1研究背景………………………………………………………………..1
1.2研究動機與目的………………………………………………………..2
第二章、文獻回顧與假設…………………………………………………………3
2.1利益觀點及身分觀點…………………………………………………..4
2.2關於職業球團的經營……………………………………………..……5
2.3研究假設與模型……………………………………………………..…8
第三章、臺灣籃球產業…………………………………………………………....12
3.1 Plus+League簡介……………………………………………………....12
3.2台灣職業球團策略及球團分布……………………………………..…14
3.3新竹攻城獅…………………………………………………………..…20
第四章、研究方法…………………………………………………………………26
4.1 研究架構…………………………………………………………….…26
4.2 研究設計…………………………………………………………….…26
4.3 研究對象與蒐集資料之方法……………………………………….…27
4.4 問卷設計…………………………………………………………….…27
4.5 資料處理及分析方法……………………………………………….…32
第五章、研究結果……………………………………………………………..…..35
5.1 問卷樣本分析……………………………………………………….…35
5.2 效度分析…………………………………………………………….…37
5.3 信度分析……………………………………………………………….40
5.4 迴歸分析……………………………………………………………….40
5.5 穩健度分析…………………………………………………………….41
第六章、結論以及研究限制……………………………………………………....48
6.1研究結論………………………………………………………………..48
6.2研究貢獻與實務貢獻…………………………………………………..49
6.3未來研究建議…………………………………………………………..49
參考文獻……………………………………………………………………………51
中文文獻…………………………………………………………………....51
英文文獻……………………………………………………………………51
網路文章……………………………………………………………………52
附錄…………………………………………………………………………………54
正式問卷..................................................................................................................54

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