職業球隊品牌形象、品牌忠誠度及球迷參與在運動NFT購買意願之研究

Abstract

本研究旨在分析台灣球迷對於運動NFT購買意願的影響因素，針對球隊形象、品牌忠誠度和球迷參與相關的構面進行探討，以臺灣現行TPBL（臺灣職業籃球大聯盟）的新竹攻城獅做為研究標的。於2024年12月28號當天至新竹縣立體育館現場以方便抽樣方式發放問卷，當天共收回196份問卷，並於2024年12月29號至2024年12月31號期間在DCARD的籃球版再回收109份，總計305份，總共回收184份有效問卷，有效回收率為60.33%。經SPSS與AMOS統計軟體進行資料處理與分析。研究結果顯示，品牌形象與購買意願具有顯著正向關係，高品牌形象評估能夠提升消費者對運動NFT的購買意願，這說明了消費者在購買決策中品牌形象扮演了關鍵角色，尤其是在運動NFT這類新興產品的市場中，品牌形象的信任建立是非常重要的。本研究結果與建議有助於臺灣職業球隊在推出運動NFT時提供行銷策略上的參考依據。

This study aims to analyze the factors influencing Taiwanese fans' intention to purchase sports NFTs. It explores aspects related to team image, brand loyalty, and fan engagement, using the Hsinchu Lioneers of the Taiwan Professional Basketball League (TPBL) as the research subject. Convenience sampling was conducted on December 28, 2024, at Hsinchu County Stadium, where 196 questionnaires were collected. Additionally, an online survey was distributed through the Dcard basketball fan community from December 29, 2024, to December 31, 2024, resulting in the collection of 109 questionnaires, contributing to a total of 305 responses. A total of 184 valid questionnaires were obtained, achieving an effective response rate of 60.33%. The data were processed and analyzed using SPSS and AMOS statistical software. The results reveal a significant positive relationship between brand image and purchase intention. A higher evaluation of brand image can enhance consumers' willingness to purchase sports NFTs, indicating that brand image plays a crucial role in purchasing decisions, particularly in the market for emerging products like sports NFTs. The findings and recommendations of this study provide valuable marketing strategy insights for Taiwanese professional teams when launching sports NFTs.