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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/94246
標題: | 中華職棒球迷觀賽動機及品牌態度對啦啦隊周邊商品購買意圖之影響 Impact of Chinese Professional Baseball League fans' Motivation and Brand Attitude on Cheerleading Merchandise Purchase Intentions |
作者: | 何懿修 Yi-Shiou Ho |
指導教授: | 蔡秀華 Hsiu-Hua Tsai |
關鍵字: | 運動行銷,職業運動,消費者行為,動機理論,計畫行為理論, Sports Marketing,Professional Sport,Consumer Behavior,Motivation Theory,Theory of Planned Behavior, |
出版年 : | 2024 |
學位: | 碩士 |
摘要: | 中華職棒為臺灣目前最大規模的職業賽事,受到許多民眾的喜愛,職棒熱潮也快速擴散至全臺,對於職業運動而言,門票的收益是球隊重要的收入之一,而增加觀眾人數,也是球隊收入與維持營運的重要目標,在現今各隊引進外籍啦啦隊以及建立屬於自己專屬的啦啦隊品牌後,各隊的行銷模式有全新的演進,啦啦隊不僅僅在賽場內烘托氣氛,賽場外周邊商品的販賣也成為各支球團營利的新模式。
本研究之研究目的為: 一、瞭解中華職棒球迷背景變項在購買意圖的差異;二、探討職棒球迷觀賽動機和品牌態度對啦啦隊周邊商品購買意圖的影響;三、分析啦啦隊品牌態度在職棒球迷觀賽動機與購買意圖的中介效果,本研究採用量化研究模式,針對中華職棒的觀賽動機、對啦啦隊品牌態度以及啦啦隊周邊商品購買意圖進行討論,瞭解何種動機的觀眾會較喜愛啦啦隊的品牌並願意購買其周邊商品。研究以富邦悍將啦啦隊為例,分析其球迷觀賽動機和對其所屬啦啦隊品牌—Fubon Angels 的品牌態度是否會影響購買周邊商品之意圖。 本研究結果如下:一、男性和20-30歲的族群在購買意圖上顯著高於其他族群;二、成就、美感、逃離、社交動機強的球迷在購買啦啦隊周邊商品意圖較高。三、品牌態度高的球迷在啦啦隊周邊商品購買意圖上顯著較高,四、品牌態度會成為球迷觀賽動機和購買意圖之間的中介變項,其效果為部分中介。本研究結果可為中華職棒各支球團在營運和行銷啦啦隊品牌的參考,並能對中華職棒未來的行銷模式提出貢獻,建議球團1. 強化勝利儀式、美化球場環境、創造強烈氛圍、舉辦球迷互動活動。2. 提升Fubon Angels品牌形象與社群影響力,強化應援與品牌歷史介紹。 The Chinese Professional Baseball League (CPBL) is Taiwan's largest professional sports event, popular nationwide. Increasing spectators is essential for teams' revenue, and recent strategies include introducing foreign cheerleaders and creating unique cheerleading brands. These cheerleaders boost stadium atmosphere and generate additional income through merchandise sales. This study aims to: 1) Identify differences in purchase intentions among CPBL fans based on demographics; 2) Explore how fans' motivations for watching baseball influence their intention to buy cheerleading merchandise; 3) Analyze the mediating effect of cheerleading brand attitude between fans' motivations and purchase intentions. Using a quantitative approach, the study will examine fans' viewing motivations, attitudes towards cheerleading brands, and intentions to purchase merchandise, focusing on the Fubon Guardians' cheerleading squad, Fubon Angels. Key findings are: 1) Males and individuals aged 20-30 have higher purchase intentions; 2) Fans with strong achievement, aesthetic, escapism, and social motivations are more likely to buy cheerleading merchandise; 3) Positive brand attitudes correlate with higher purchase intentions; and 4) Brand attitude partially mediates the relationship between fans' motivations and their purchase intentions. These insights can guide CPBL teams in enhancing their marketing strategies and operations. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/94246 |
DOI: | 10.6342/NTU202403475 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 運動設施與健康管理碩士學位學程 |
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ntu-112-2.pdf | 1.99 MB | Adobe PDF | 檢視/開啟 |
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