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研究生: 王雅怡
論文名稱: 中華職棒球隊品牌共鳴對球迷特定滿意、累積滿意與再購行為之中介探討
指導教授: 程紹同
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: 2007
畢業學年度: 95
語文別: 中文
論文頁數: 94
中文關鍵詞: 球隊品牌共鳴特定滿意度累積滿意度再購行為
英文關鍵詞: team brand resonance, transaction-specific satisfaction, cumulative satisfaction, repurchase behavior
論文種類: 學術論文
相關次數: 點閱:220下載:86
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  • 球隊認同(team identification)被視為是影響球迷行為的重要關係變項,本研究以Keller(2003)所提之品牌共鳴要素,取代單一面向的探討球隊認同對於球迷行為之解釋,並暸解現場觀賞球迷對球隊之特定滿意、累積滿意於再購行為之解釋,是否受到球隊品牌共鳴之中介影響。本研究於2006年中華職棒大聯盟季賽九月至十月期間,於全台六個球場進行兩階段之問卷調查,總計兩階段之有效問卷為803份。以驗證性因素分析證實Keller提出之品牌共鳴四個測量要素,在球迷與球隊之關係順序為積極投入、情感連結、行為忠誠與共同性,四個要素均在累積滿意與再購行為間產生部分中介效果;再以結構方程模式分析發現,品牌共鳴中介模型適配良好(RMSEA=.05,χ2/df=2.97,GFI=0.98,SRMR=0.034),其中累積滿意、特定滿意與品牌共鳴對再購行為之直接效果均顯著,而累積滿意、特定滿意透過品牌共鳴對再購行為之間接效果亦顯著,證實品牌共鳴之中介角色。本研究另發現球迷之特定滿意對於再購行為之直接效果較累積滿意之影響為大,顯示球迷因對球隊戰力與球團經營之累積滿意較低而造成在再購行為的影響上,除因品牌共鳴之影響,即仰賴球迷在球賽現場對球賽氣氛、球賽精彩與球場體驗的特定滿意。由此建議中華職棒各球團除在球賽現場創造球迷之滿意外,亦需加強球隊戰力以及球團形象的經營,並致力於球迷關係的維繫,以有效增進球迷再進場觀賞球賽之意願。

    Brand resonance is created on Keller’s (2003) consumer-based brand equity. It describes the intense, actively loyal relationship between consumer and the brand. The concept is similar to the team identification, which is considered to be the critical factor affecting intention to fan behavior. This study broadens the understanding of brand relationship in sport by utilizing the confirmatory factor analysis to support four dimensions of brand resonance: behavior loyalty, attitudinal attachment, sense of community and activity engagement. Additionally, the more consumers satisfied with the performance of a product or service, the more intention to repurchase. Cumulative satisfaction is a function of several purchase experiences while transaction-specific satisfaction pertains to a single purchase. This study assessed the team brand resonance play the mediation role between satisfaction and repurchase behavior.
    Two-stage survey was used to collect data from 803 spectators in six ballparks during 2006 CPBL season. The confirmatory factor analysis support the four factors of brand resonance applied in fan behavior fairly well. Each factor plays the mediation role between satisfactions and repurchases behavior; however, the sense of community has no media effect between transaction-specific satisfaction and repurchase behavior.
    The hypothesized model support the mediation effect of brand resonance and the direct effect of transaction-specific satisfaction and cumulative satisfaction on repurchase behavior (χ2/df=2.97, RMSEA=.05, GFI=.98, SRMR=0.034). The transaction-specific satisfaction had more influence on repurchase behavior than cumulative satisfaction. The results revealed the professional baseball team should not only improve the image of franchise, but also reinforce the team performance. Besides, the on-site experience such as entertainment atmosphere, excellence of the game, and stadium experience play the important role on fan repurchase behavior. Consequently, the team should focus on the interaction with the fan. The more brand resonance between the team and the fans, the higher effect on fan repurchase behavior.

    目 次 目次 v 表次 vii 圖次 ix 第壹章 緒論 1 第一節 研究背景 1 第二節 研究目的 3 第三節 研究範圍 4 第四節 名詞解釋 4 第貳章 文獻探討 6 第一節 球迷滿意度 6 第二節 球迷滿意度與再購行為之關係 10 第三節 品牌共鳴與球隊認同之關係 13 第四節 中華職棒球迷相關研究探討 20 第五節 本章總結 22 第參章 研究方法 23 第一節 研究架構與研究模型 23 第二節 研究對象 26 第三節 研究工具 27 第四節 研究實施程序 32 第五節 資料分析及統計方法 35 第肆章 結果與討論 39 第一節 問卷回收與樣本資料描述 39 第二節 球迷滿意、品牌共鳴與再購行為 42 第三節 品牌共鳴驗證性因素分析 53 第四節 品牌共鳴中介探討 61 第五節 品牌共鳴中介模型 66 第六節 本章總結 75 第伍章 結論與建議 77 第一節 結論 77 第二節 建議與貢獻 82 第三節 研究限制與後續研究方向 84 參考文獻 87 附錄一 品牌共鳴測量要素原文 附錄二 品牌共鳴相關係數 附錄三 研究問卷 表 次 表2-1-1 2003-2006 ESPN Ultimate Standings球迷滿意指標權重 7 表2-4-1 球迷相關研究 21 表3-2-1 2006中華職棒大聯盟各球場比賽場數表 26 表3-2-2 抽樣場次分配表 27 表3-3-1 累積滿意問卷題項 28 表3-3-2 特定滿意問卷題項 28 表3-3-3 品牌共鳴問卷題項 29 表3-3-4 再購行為問卷題項 29 表3-3-5 專家組合名單 30 表3-3-6 累積滿意信度分析 31 表3-3-7 特定滿意信度分析 31 表3-3-8 再購行為信度分析 31 表3-3-9 品牌共鳴信度分析 32 表3-4-1 問卷設計與填答說明 33 表3-4-2 預試研究結果 35 表3-5-1 模型整體適配指標 38 表4-1-1 各場次問卷回收情況 39 表4-1-2 各隊有效問卷比例 40 表4-1-3 中華職棒各隊球迷比例 40 表4-1-4 抽樣場次球隊勝負與第二階段有效問卷數 41 表4-1-5 兩階段樣本性別與平均年齡 41 表4-2-1 累積滿意平均數與標準差 43 表4-2-2 品牌共鳴平均數與標準差 44 表4-2-3 特定滿意與再購行為之平均數與標準差 45 表4-2-4 球賽勝利對特定滿意、再購行為之平均數 46 表4-2-5 球賽勝利對特定滿意、再購行為之變異數分析摘要表 46 表4-2-6 六球隊累積滿意之平均數與標準差 47 表4-2-7 六球隊累積滿意之變異數分析摘要表 48 表4-2-8 六球隊品牌共鳴之平均數與標準差 49 表4-2-9 六球隊品牌共鳴之變異數分析摘要表 49 表4-2-10 六球隊特定滿意之平均數與標準差 50 表4-2-11 六球隊特定滿意之變異數分析摘要表 51 表4-2-12 六球隊再購行為之平均數與標準差 52 表4-2-13 六球隊再購行為之變異數分析摘要表 52 表4-3-1 Keller品牌共鳴模型一階驗證性因素分析 54 表4-3-2 品牌共鳴潛在變項相關係數表 55 表4-3-3 修正Keller品牌共鳴模型一階驗證性因素分析 57 表4-3-4 修正Keller品牌共鳴模型潛在變項相關係數表 58 表4-3-5 Keller品牌共鳴模型二階驗證性因素分析 59 表4-3-6 模型契合度比較表 60 表4-4-1 各構面平均數、標準差與相關係數 61 表4-4-2 累積滿意與再購行為之品牌共鳴中介效果迴歸分析 62 表4-4-3 特定滿意與再購行為之品牌共鳴中介效果迴歸分析 64 表4-5-1 共變數矩陣與相關係數 67 表4-5-2 測量模型參數估計 68 表4-5-3 研究模型契合度 69 表4-5-4 結構模型直接與間接效果說明 70 表4-5-5 競爭模型契合度比較表 74 表4-6-1 研究假設驗證 75 圖 次 圖2-3-1 球迷認同概念架構 13 圖2-3-2 忠誠模型 15 圖2-3-3 社會認同之品牌權益模式 16 圖2-3-4 以消費者為基礎之品牌權益金字塔 17 圖3-1-1 品牌共鳴驗證性因素分析模型 23 圖3-1-2 累積滿意與再購行為之品牌共鳴中介效果 23 圖3-1-3 特定滿意與再購行為之品牌共鳴中介效果 24 圖3-1-4 研究概念模式 24 圖3-1-5 研究模型假設 25 圖3-4-1 問卷發放流程 34 圖3-5-1 模式驗證流程圖 37 圖4-3-1 Keller品牌共鳴模型一階驗證性因素分析路徑圖 55 圖4-3-2 修正Keller品牌共鳴模型一階驗證性因素分析路徑圖 56 圖4-3-3 Keller品牌共鳴模型二階驗證性因素分析路徑圖 58 圖4-4-1 累積滿意與再購行為之品牌共鳴中介效果 65 圖4-4-2 特定滿意與再購行為之品牌共鳴中介效果 65 圖4-5-1 模型參數估計 66 圖4-5-2 球迷累積滿意、特定滿意、品牌共鳴與再購行為之關係模型 69 圖4-5-3 累積滿意無直接效果模型(修正模型一) 72 圖4-5-4 特定滿意無直接效果模型(修正模型二) 73

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