職業運動屬地經營、屬地聯想、球迷忠誠度之關係研究—以新竹攻城獅球隊為例

Abstract

本研究旨在探討台灣職業運動探討職業運動球隊的屬地經營策略對球迷忠誠度的影響，以及屬地聯想在其中扮演的角色，以新竹攻城獅為例進行研究，並針對所有球迷、非新竹人球迷、新竹人球迷三個群體進行分析。於2023年11月13日至2023年12月13日於網路上發放問卷，並且於2023年11月18日當天至新竹縣立體育館現場以便利抽樣方式發放，共收集到有效樣本數為334份。經SPSS 26.0及Smart PLS 4統計軟體以信效度分析、描述性統計、皮爾森積差相關、回歸分析及拔靴法進行資料處理與分析。研究結果顯示，在三個受試者群體裡屬地經營、屬地聯想和球迷忠誠度之間皆存在正向關係；而屬地聯想在全體球迷及新竹人球迷這兩個群體中對於屬地經營和球迷忠誠度之間為部分中介，在非新竹人球迷群體中，則為沒有中介關係。本研究結果與討論有助於台灣職業運動了解屬地經營之效益，可供為職業運動球隊後續經營管理之參考，亦提供屬地經營相關研究後續參考。

This study aims to investigate the impact of the localization management strategy of Taiwanese professional sports teams on fan loyalty, and the role played by localization association, using the case of the Hsinchu Lioneers as an example. The analysis is conducted for three groups: all fans, non-Hsinchu residents, and Hsinchu residents. A questionnaire was distributed online from November 13, 2023, to December 13, 2023. Additionally, on November 18, 2023, surveys were conducted on-site at the Hsinchu County Sports Arena using a convenient sampling method. A total of 334 valid responses were collected. Statistical analysis was performed using SPSS 26.0 and Smart PLS 4, including reliability and validity analysis, descriptive statistics, Pearson correlation, regression analysis, and bootstrapping. The research results indicate a positive relationship between localization management, localization association, and fan loyalty in all three participant groups. Localization association serves as a partial mediator between localization management and fan loyalty in both the overall fan and Hsinchu resident groups, while no mediating relationship was found in the non-Hsinchu resident group. The findings of this study contribute to the understanding of the benefits of localization management in Taiwanese professional sports and provide valuable insights for the future management of professional sports teams. It also serves as a reference for subsequent studies on localization management.