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 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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.
中信兄弟官方網站 (無日期)。Fansclub會員介紹。擷取於2023年12月23日。https://www.brothers.tw/POR0104_
中華職棒大聯盟官方網站 (無日期)。關於中職。擷取於2023年12月23日。https://www.cpbl.com.tw/about/about
王派健 (2015)。中華職棒球隊認同、主場經營認同對於持續涉入與滿意度關係之研究。運動知識學報,9(12),40-55。
https://www.airitilibrary.com/Article/Detail?DocID=1816532X-201507-201508310010-201508310010-40-55
王振洋 (2009)。臺北市內湖運動中心消費者行為與滿意度之研究 [碩士論文,國立臺灣師範大學]。https://etds.lib.ntnu.edu.tw/thesis/detail/689c746431e37e680ea8cf245dd7a1eb/
朱文增、王宗吉(2007)。臺灣職業棒球球員職業聲望之調查研究。運動文化研究,1(2),27-63。https://doi.org/10.29818/SS.200709.0002
余宗龍 (2014)。建構職棒球賽再次購票觀賞的行為意圖模式:以涉入程度為區隔變數。大專體育學刊,16(2),151-166。https://doi.org/10.5297/ser.1602.003
吳政謀 (2005)。運動健身俱樂部參與行為、服務品質、滿意度與忠誠度之研究 -以奔放主題運動館為例 [碩士論文,臺北市立體育學院]。https://hdl.handle.net/11296/5jgaec
李孟陵 (2002)。消費者滿意度, 涉入程度對其忠誠度影響之研究--以臺北市咖啡連鎖店為例 [碩士論文,國立交通大學]。http://hdl.handle.net/11536/70735
阮晧鈞 (2011)。消費者涉入棒球運動程度與未參與導因之研究 [碩士論文,國立臺灣師範大學]。https://etds.lib.ntnu.edu.tw/thesis/detail/2881184a32b0592af878822d6d8c4a9f/
阮微文 (2005)。健康休閒俱樂部會員保留意願之研究--以亞力山大健康休閒俱樂部為例 [碩士論文,國立臺灣師範大學]。https://etds.lib.ntnu.edu.tw/thesis/detail/433478f07ebe95501238924b84e5b362/
味全龍官方網站 (無日期)。關於味全龍。擷取於2023年12月23日。https://www.wdragons.com/about/
林子揚 (2009)。臺北市籃球俱樂部參與者參與動機、持續涉入與滿意度之相關研究 [碩士論文,國立臺灣師範大學]。https://etds.lib.ntnu.edu.tw/thesis/detail/75d7ee5acfadea384f4240a55d6edece/
林泓帆 (2021)。付費會員權益應妥善規劃。消費者報導雜誌,5(484),7-8。https://www.airitilibrary.com/Article/Detail?DocID=P20180921002-202108-202108040013-202108040013-7-8
林建煌 (2016)。消費者行為。北京大學出版社。
林澤民、陳優華、蕭永福 (2004)。服務品質、滿意度與忠誠度對顧客再購意願影響之研究-以中華職棒大聯盟球迷為實證。高應科大體育,3(3),97-108。https://doi.org/10.29889/KUASPE.200409.0013
林靈宏、張魁峰 (2006)。消費者行為學。五南圖書。
洪銘遠 (2013)。大臺北地區運動彩券消費者棒球常識、涉入程度與消費者行為之研究 [碩士論文,國立臺灣師範大學]。https://etds.lib.ntnu.edu.tw/thesis/detail/5081c6edb840ae300599e9e456df450e/
范良誌、楊智鈞 (2023)。中華職棒球迷賽事觀賞動機與消費行為的關聯性:以Funk氏棒球賽事球迷參與動機量表為工具。萬能學報,16(45),120-139。https://www.airitilibrary.com/Article/Detail?DocID=P20110526004-N202307270008-00009
范智明 (1999)。臺北市運動健身俱樂部會員消費者行為之研究 [碩士論文,國立臺灣師範大學]。https://etds.lib.ntnu.edu.tw/thesis/detail/6b1800019e0548e9ac099de1372158cd/
韋雅婷 (2023)。P. LEAGUE+ 觀眾觀賞動機、球隊認同、涉入程度與消費行為之研究 [碩士論文,國立臺灣師範大學]。https://doi.org/10.6345/NTNU202301326
高俊雄 (2002)。運動休閒事業管理。志軒企業。
張騏 (2020)。中華職棒在桃園國際棒球場與新莊棒球場比賽之經濟效益評估-以2018年球季為例 [碩士論文,國立臺灣師範大學]。https://doi.org/10.6345/NTNU202001256
統一7-ELEVEn獅 ( 2019,10月31日 )。在維基百科。https://zh.wikipedia.org/wiki/%E7%B5%B1%E4%B8%807-ELEVEn%E7%8D%85
許洽銘 (2018)。中華職棒觀眾生活型態、觀賞動機與滿意度之研究 [碩士論文,國立臺灣師範大學]。https://doi.org/10.6345/THE.NTNU.DPE.021.2018.F03
郭進財、莊貽寧、孫美蓮 (2010)。中華職棒觀眾之涉入程度、滿意度、忠誠度與運動觀光意願之研究。運動休閒管理學報,7(1),70-91。https://doi.org/10.6214/JSRM.201006_7(1).0005
陳弘慶 (2007)。 2006 年全國大專運動會參與者之涉入程度, 體驗行銷, 滿意度及忠誠度之相關實證研究。運動休閒管理學報,4(1),14-33. https://doi.org/10.6214/JSRM.200706_4(1).0002
陳成業 (2016)。觀賞性運動賽會服務品質:量表發展與驗證。體育學報,49(2),195-207。https://doi.org/10.3966/102472972016064902006
陳秀鳳 (2015)。下午茶餐廳消費者行為研究—以天母地區為例 [碩士論文。國立臺灣師範大學]。 https://etds.lib.ntnu.edu.tw/thesis/detail/b7e29ad93e0e58cf76be6e2d19ce953c/
陳南琦 (2004)。健康路跑運動參與者休閒動機、涉入及消費行為之相關研究。大專體育學術專刊,4(1),127-135。https://doi.org/10.6695/AUES.200405_93.0014
陳啟倫 (2007)。健康體適能俱樂部會員參與動機、滿意度與再購意願之研究-以活力工場健身會館忠孝分館為例 [碩士論文,輔仁大學]。https://hdl.handle.net/11296/8n2br3
陳維智 (2005)。臺灣職棒現場觀眾的態度與收看電視轉播意願關係之研究。體育學報,38(4),81-92。https://doi.org/10.6222/pej.3804.200512.0907
陳聰堅、劉正智、許秝豐 (2022)。南投市中高齡者對游泳運動之參與動機、涉入程度與休閒效益之研究。觀光與休閒管理期刊,10(1),119-131。https://doi.org/10.6510/JTLM.202206_10(1).0011
陳薇先、邵于玲 (2006)。2004 ING臺北國際馬拉松參賽者涉入程度、滿意度及再參加意願之研究。北體學報,13(14),146-156。https://doi.org/10.6167/TPEC/2006.14.13
富邦悍將官方網站 (無日期)。關於球隊。擷取於2023年12月23日。https://www.fubonguardians.com/content/info/Team
曾光華 (2020)。服務業行銷與管理: 品質提升與價值創造(第六版)。前程文化。
曾郁茜 (2018)。從會員經濟看電動機車共享商業模式。機械工業雜誌,2(418),76-80。https://www.airitilibrary.com/Article/Detail?DocID=P20171221002-201801-201801040017-201801040017-76-80
曾傳真 (2007)。臺北市跆拳道館學員消費動機與消費行為及滿意度之探討 [碩士論文,國立臺灣師範大學]。https://etds.lib.ntnu.edu.tw/thesis/detail/ecc1824cd450493ac440ba17d86c44eb/
鈕文英 (2014)。質性研究方法與論文寫作。雙葉書廊。
黃筱棻、賀嘉瑞、陳美燕 (2017)。中華職棒大聯盟現場觀眾對球場氣氛、體驗價值與再購意願之研究。人文社會科學研究:教育類,11(2),1-16。https://doi.org/10.6618/HSSRP.2017.11(2)1
黃寯威 (2019)。結合Kano二維品質模式與IPA分析探討觀賞性運動-以SBL、UBA、HBL為例 [碩士論文,國立臺灣師範大學]。https://doi.org/10.6345/NTNU201901012
黃鴻斌 (2003)。健康體適能俱樂部會員參與動機, 顧客滿意度及忠誠度關聯性之研究-以金牌健康體適能俱樂部為例 [碩士論文,南華大學]。https://hdl.handle.net/11296/u45skg
楊德偉 (2006)。球迷選擇支持球隊關鍵影響因素暨體驗滿意度、參與行為及忠誠度之關連性-以中華職棒大聯盟為例 [碩士論文,崑山科技大學]。https://doi.org/10.6828/KSU.2006.00018
溫博鈞 (2008)。臺北地區運動用品店之商店印象,顧客滿意度,顧客忠誠度與產品涉入關係之研究 [碩士論文,淡江大學]。https://doi.org/10.6846/TKU.2008.00080
廖俊儒 (2003)。職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究 [博士論文,國立臺灣師範大學]。https://hdl.handle.net/11296/r26krw
齊璘 (2008)。第三屆SBL超級籃球聯賽球迷對各隊之滿意度與忠誠度之研究。運動知識學報,2(5),305-319。https://doi.org/10.29596/BGYY.200809.0028
樂天桃猿官方網站 (無日期)。 關於球隊。擷取於2023年12月23日。https://monkeys.rakuten.com.tw/custom/236
潘沛彤 (2007)。臺北地區桌球俱樂部服務品質與顧客滿意度關係之研究 [碩士論文,國立臺灣師範大學]。https://hdl.handle.net/11296/m4famt
蔡士傑 (2004)。運動健身俱樂部服務品質、顧客滿意度與再購意願之研究—以桑富士運動俱樂部為例 [碩士論文,國立臺灣師範大學]。https://hdl.handle.net/11296/z3wjt4
鄭士淮 (2020)。主場行銷、主場球隊認同、進場觀賽動機與主場文化之關係研究-以中華職棒大聯盟為例 [碩士論文,國立臺灣大學]。https://doi.org/10.6342/NTU202100538
戴貫文 (2021)。P League+職業籃球聯盟觀眾生活型態、觀賽動機與滿意度之研究 [碩士論文,國立臺灣大學]。https://doi.org/10.6342/NTU202101044
謝志強 (2005)。商務型俱樂部消費行為與滿意度之研究--以天母國際聯誼會為例 [碩士論文,國立臺灣師範大學]。https://hdl.handle.net/11296/7b57x6
謝宜靜 (2014)。顧客消費行為、品牌形象及顧客滿意度關聯性之研究-以E-DA Outlet Mall為例 [碩士論文,義守大學]。https://doi.org/10.6343/ISU.2014.00171
鍾易瑋 (2018)。臺北地區網球俱樂部服務品質與顧客滿意度之研究 [碩士論文,國立臺灣師範大學]。https://doi.org/10.6345/THE.NTNU.DPE.042.2018.F03
簡修平 (2022)。從動機與認同觀點增進球迷成為付費會員意願 [碩士論文,國立臺灣師範大學]。https://doi.org/10.6345/NTNU202200725
Agrusa, J., Lema, J. D., Kim, S. S., & Botto, T. (2009). The impact of consumer behavior and service perceptions of a major sport tourism event. Asia Pacific Journal of Tourism Research, 14(3), 267-277. https://doi.org/10.1080/10941660903023960
Achrol, R. S. & Kotler, P. (1999). Marketing in the network economy. The Journal of Marketing, 63(1), 146-163. https://doi.org/10.2307/1252108
Batra, S. K., & Kazmi, S. H. H. (2008). Consumer behaviour : text and cases (2nd ed.). Excel Books.
Beaton, A. A., Funk, D. C., Ridinger, L., & Jordan, J. (2011). Sport involvement: A conceptual and empirical analysis. Sport management review, 14(2), 126-140. https://doi.org/10.1016/j.smr.2010.07.002
Bhattacharya, C. B. (1998). When customers are members:
Customer retention in paid membership contexts. Journal of the academy of marketing science, 26(1), 31-44. http://dx.doi.org/10.1177/0092070398261004
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior. Harcourt College Publishers.
Blackwell R. D. Miniard P. W. & Engel J. F. (2006). Consumer behavior (10th ed.). Thomson Business and Economics.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. https://doi.org/10.2307/3151722
Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer Behavior. Holt, Rinehart, and Winston.
Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford University Press. https://doi.org/10.1515/9781503620766
Fornell, C. (1992). A national customer satisfaction barometer:The Swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.2307/1252129
Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2004). Exploring Origins of Involvement: Understanding the Relationship Between Consumer Motives and Involvement with Professional Sport Teams. Leisure Sciences, 26(1), 35-61. https://doi.org/10.1080/01490400490272440
Gourville, J., & Soman, D. (2002). Pricing and the psychology of consumption. Harvard business review, 80(9). https://hbr.org/2002/09/pricing-and-the-psychology-of-consumption
Gruen, Thomas W, Summers, John O. & Acito Frank (2000),Relationship Marketing Activies, Commitment, and Membership Behaviors in Professional Associations. Journal of Marketing, 64(3), 34-49. https://doi.org/10.1509/jmkg.64.3.34.18030
Havitz, M. E., & Dimanche, F. (1999). Leisure involvement revisited: Drive properties and paradoxes. Journal of leisure research, 31(2), 122-149. https://doi.org/10.1080/00222216.1999.11949854
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. Journal of the American Statistical Association, 65(331), 1406-1407. https://doi.org/10.2307/2284311
Jisana, T. (2014). Consumer behaviour models: an overview. Sai Om Journal of Commerce & Management, 1(5), 34-43.
Thibaut, J. W., & Kelley, H. H. (1959). The social psychology of groups. Transaction Publishers.
Khayru, R. K. (2021). Opinions about Consumer Behavior during the Covid-19 Pandemic. Journal of Social Science Studies (JOS3), 1(1), 31-36. https://doi.org/10.56348/jos3.v1i1.6
Kim, C., & Kaplanidou, K. (2019). The effect of sport involvement on support for mega sport events: Why does it matter. Sustainability, 11(20), 5687. https://doi.org/10.3390/su11205687
Kim, S., Morgan, A., & Assaker, G. (2021). Examining the relationship between sport spectator motivation, involvement, and loyalty: a structural model in the context of Australian Rules football. Sport in Society, 24(6), 1006-1032. https://doi.org/10.1080/17430437.2020.1720658
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education, Inc.
Kotler, P., (1991). Marketing management : analysis, planning, implementation and control (7th ed.). Pearson Higher Education.
Kotler, P., Leong, S. M., Ang, S. H., & Tan, E. T. (1996). Marketing Management-An Asia Perspection. Pearson Education.
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356. https://doi.org/10.1086/267335
Kunkel, T., Funk, D., & Hill, B. (2013). Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty with Professional Sport Leagues and Teams. Journal of Sport Management, 27(3), 177-192. https://doi.org/10.1123/jsm.27.3.177
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Sage.
Lovelock, C. (2011). Services Marketing (7th ed.). Pearson Education India.
McDonald, H. (2010). The factors influencing churn rates among season ticket holders: An empirical analysis. Journal of sport management, 24(6), 676-701. https://doi.org/10.1123/jsm.24.6.676
Minta, Y. (2018). Link between satisfaction and customer loyalty in the insurance industry : Moderating effect of trust and commitment. Journal of Marketing Management, 6(2), 25-33. https://doi.org/10.15640/jmm.v6n2a3
Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport marketing (4th ed.). Human Kinetics.
Naim, A. (2023). Consumer Behavior in Marketing Patterns, Types, Segmentation. European Journal of Economics, Finance and Business Development, 1(1), 1-18. https://europeanscience.org/index.php/2/article/view/3
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25–48. https://psycnet.apa.org/record/1984-10995-001
Oliver, R. L. (2006). Customer satisfaction research. The handbook of marketing research: Uses, misuses, and future advances, 1, 569-587. https://doi.org/10.4135/9781412973380.n27
Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of consumer research, 14(4), 495-507. https://doi.org/10.1086/209131
Sauer, P., Spradley, B. D., & Cromartie, F. J. (2017). Influence of service in a sports environment: case study on Borussia Bortmund. The Sport Journal, 20. https://thesportjournal.org/article/influence-of-service-in-a-sports-environment-case-study-on-borussia-bortmund/
Swinyard, W. R., & Peng Sim, C. (1987). Perception of children's influence on family decision processes. Journal of Consumer Marketing, 4(1), 25-38. https://doi.org/10.1108/eb008186
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior, global edition. Pearson Higher Education, London, 12(2), 113-120. https://doi.org/10.4236/ojbm.2020.86167
Trail, G. T. (2015). Sport Consumer Behaviour 1. In G. B. Cunningham, J. S. Fink & A. Doherty (Eds.), Routledge handbook of theory in sport management (pp. 225-236). Routledge. https://doi.org/10.4324/9781315753461-19
Wann, D. L., Melnick, M. J., Pease, D. G., & Russell, G. W. (2001). Sport Fans: The Psychology and Social Impact of Spectators. Routledge. https://doi.org/10.4324/9780429456831
Yoshida, M., & James, J. D. (2010). Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24(3), 338–361. https://doi.org/10.1123/jsm.24.3.338
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352. https://doi.org/10.1086/208520