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研究生: 吳千慧
Wu, Chien-Hui
論文名稱: 中華職棒球隊會員滿意度、涉入程度與消費行為之研究
A Study on Satisfaction, Involvement and Consumption Behavior on Members of Chinese Professional Baseball Teams
指導教授: 朱文增
Chu, Wen-Tseng
口試委員: 朱文增
Chu, Wen-Tseng
李建興
Li, Jian-Xing
楊志顯
Yang, Chih-Hsien
口試日期: 2024/06/11
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 191
中文關鍵詞: 中華職棒會員滿意度涉入程度消費行為
英文關鍵詞: Chinese Professional Baseball League (CPBL), membership, satisfaction, level of involvement, consumption behavior
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202400878
論文種類: 學術論文
相關次數: 點閱:88下載:0
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  • 中華職棒各球團積極發展會員制度,將其視為與球迷互動和經營管理密不可分的重要策略。會員制度不僅是促進球迷與球隊之間情感連結的媒介,更是提升球團營運效益和品牌形象的關鍵工具。本研究以中華職棒2023球季曾購買任一球隊會員之消費者為對象,採問卷調查法,進行其對會員滿意度、涉入程度與消費行為之調查;回收有效問卷共485份。研究結果顯示中華職棒球隊會員以男性、30-39歲、大專院校、單身、上班族、月收入4萬至6萬元之間。會員滿意度以「票務權益與保留」為高、涉入程度為中高等涉入。消費行為中會員年資以一年為多,大多是新會員或續約一次,支持球隊以中信兄弟為多;會員在2023球季進到主場觀賽次數多為15次 (含) 以下;出發地大多為雙北,交通時間在30分鐘以下,觀賽時段偏好平日及假日;較多為單獨一人進場;會員購買單場票所花費之票價落在301-600元之間,偏好購買內野熱區,在購票外每場平均消費為500元 (含) 以下;66.2%的會員並沒有考慮過不續約;大部分會員皆對整體會員權益感到滿意,非常可能再次續約且願意維持等級,也有意願介紹親友加入會員。不同人口背景變項及會員類別對消費行為有顯著影響;會員滿意度與涉入程度之間有相互影響關係;涉入程度與消費行為呈現正相關;不同會員滿意度及涉入程度對消費行為也有部分顯著影響。綜上所述,本研究建議球團定期對會員進行意見調查,以即時調整和優化會員制度,提升會員的整體滿意度和消費體驗。

    Various CPBL teams are actively developing their membership systems, considering them as crucial strategies inseparable from fan interaction and operational management. The membership system serves not only as a medium to foster emotional connections between fans and teams but also as a key tool to enhance the operational efficiency and brand image of the teams. This study targets consumers who purchased membership from any CPBL team during the 2023 season and employs a questionnaire survey method to investigate their satisfaction with the membership, level of involvement, and consumption behavior, with a total of 485 valid responses collected. The research findings indicate that CPBL team members are predominantly male, aged between 30 and 39, college-educated, single, employed, with a monthly income ranging from 40,000 to 60,000 NT dollars. Membership satisfaction is rated as moderately high, particularly regarding "ticket benefits and retention," while involvement is moderately high. Regarding consumption behavior, the majority of members have a membership duration of one year, mostly comprising new members or renewals, with the highest support for the CTBC Brothers team. During the 2023 season, most members attended home games 15 times or fewer, primarily originating from the Taipei-New Taipei area, followed by Taichung, Chiayi and Tainan, with a travel time of under 30 minutes, and a preference for attending games on weekdays and weekends. Most of which attended the game alone alone, with the average spending per game on tickets falling between 301 and 600 NT dollars for infield seats and an additional average expenditure of 500 NT dollars or less per game. 66.2% of members have not considered not to review their membership. The majority of members are satisfied with the overall membership benefits, with about 60 % of which are highly likely to renew their membership, and about 70% of which that are willing to maintain their level and introduce friends and family to join as members. Various demographic variables and membership categories significantly influence consumption behavior; there is a mutual influencing relationship between membership satisfaction and involvement level; involvement level and consumption behavior are positively correlated, and different levels of membership satisfaction and involvement have a significant impact on consumption behavior. In summary, this study suggests that teams conduct regular surveys of members' opinions to adjust and optimize the membership system promptly, thereby enhancing overall member satisfaction and consumption experience.

    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  研究範圍3 第五節  研究限制4 第六節  名詞釋義4 第貳章  文獻探討6 第一節  中華職棒五大球隊之會員制度6 第二節  滿意度相關研究11 第三節  涉入程度相關研究16 第四節  消費行為相關研究21 第五節  滿意度、涉入程度與消費行為之相關研究30 第六節  本章總結33 第參章  研究方法35 第一節  研究架構35 第二節  研究流程35 第三節  預試問卷調查36 第四節  預試訪談調查39 第五節  研究對象與抽樣方法41 第六節  研究工具41 第七節  資料處理與分析47 第肆章  結果與討論49 第一節  中華職棒球隊會員人口背景變項之分布情形49 第二節  中華職棒球隊會員類別、滿意度、涉入程度與消費行為之現況52 第三節  人口背景變項對會員類別與消費行為之差異65 第四節  會員類別對會員滿意度、涉入程度與消費行為之差異103 第五節  會員滿意度與涉入程度對消費行為之差異112 第六節  會員滿意度、涉入程度與消費行為之關係138 第伍章  結論與建議142 第一節  結論142 第二節  建議146 參考文獻148 附  錄156 附錄一  預試問卷156 附錄二  中華職棒2023球季球隊季票會員權益整理160 附錄三  預試訪談大綱162 附錄四  預試訪談逐字稿164 附錄五  中華職棒球隊會員滿意度、涉入程度與消費行為之正式問卷188

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