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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林怡秀 | zh_TW |
| dc.contributor.advisor | Yi-Hsiu Lin | en |
| dc.contributor.author | 程昱瑋 | zh_TW |
| dc.contributor.author | Yu-Wei Cheng | en |
| dc.date.accessioned | 2023-08-16T16:39:29Z | - |
| dc.date.available | 2023-11-09 | - |
| dc.date.copyright | 2023-08-16 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-08-03 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88987 | - |
| dc.description.abstract | 近年來，經營社群媒體已成為運動組織與運動迷交流的主要方式之一，瞭解運動迷使用社群媒體的習慣，能夠幫助組織制定更精準的社群行銷策略。本研究以新竹街口攻城獅職業籃球隊為例，以使用與滿足理論、消費者線上品牌相關活動（Consumers’ Online Brand-related Activities, COBRAs）作為理論基礎，研究對象為有使用Instagram的新竹街口攻城獅球迷，旨在了解運動迷使用社群媒體與運動組織互動之動機與線上行為，探討各項線上行為會受到哪些動機驅動，以及線上行為是否顯著正向預測球迷的購買意願。研究將以自陳量表的形式進行量化分析，樣本搜集方式採便利抽樣，於球迷社群與新竹縣立體育館發放網路問卷，並使用偏最小平方法（Partial Least Squares, PLS），以結構方程模型（SEM）檢驗本研究之假說模型。研究結果顯示瀏覽行為受資訊、融合與社會互動、賦權動機正向驅動；貢獻行為受融合與社會互動、賦權動機正向驅動；創造行為受娛樂、賦權、報酬動機正向驅動；瀏覽、創造行為顯著正向預測購買意願。本研究結果可供P.LEAGUE+職業籃球聯盟球團及其他運動組織作為參考依據，針對會提升球迷購買意願之線上行為與動機制定行銷策略。 | zh_TW |
| dc.description.abstract | In recent years, operating social media has become one of the main ways for sports organizations to communicate with sports fans. Understanding the habits of sports fans using social media can help organizations formulate more accurate social marketing strategies. This study takes the Hsinchu Jko Lioneers professional basketball team as an example. Theoretical bases are Use and Gratification theory, and Consumer Online Brand-related Activities (COBRAs). The research objects are Hsinchu Jko Lioneers fans who use Instagram. The purpose is to understand the motivations and online behaviors of sports fans to use social media to interact with the sports organization, to explore what motivations drive each online behavior, and whether online behaviors are positively related to fans' purchase intentions. The research will conduct quantitative analysis in the form of self-report scale. The sample collection method will be convenience sampling. The online questionnaires will be distributed in the fans’ online community, and the hypothesis model of this study will be tested by Structural Equation Modeling (SEM). The results show that consuming and creating behaviors can positively and significantly predict purchase intention. Consuming behavior is positively driven by information, integration and social interaction, and empowerment motivation. Contributing behavior is positively driven by integration and social interaction and empowerment motivation. Creating behavior is positively driven by entertainment, empowerment and remuneration motivation. The results of this study can be a reference for P.LEAGUE+ professional basketball league teams and other sports organizations to formulate marketing strategies for online behaviors and motivations that will increase fans' purchase intentions in the future. | en |
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| dc.description.provenance | Made available in DSpace on 2023-08-16T16:39:29Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員會審定書 i
謝辭 ii 中文摘要 iii 英文摘要 iv 表目錄 vii 圖目錄 viii 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究問題 4 第四節 研究範圍及限制 5 第五節 名詞操作型定義 5 第貳章 文獻探討 8 第一節 使用與滿足理論 8 第二節 消費者線上品牌相關活動 (COBRAS) 16 第三節 購買意願 17 第四節 使用與滿足理論與COBRAS之關係 19 第五節 COBRAS與購買意願 23 第六節 運動組織社群媒體相關研究 24 第七節 運動迷人口統計變項與社群媒體使用 25 第八節 小結 26 第參章 研究方法 28 第一節 研究流程 28 第二節 研究架構 29 第三節 研究假設 31 第四節 問卷設計 33 第五節 研究對象與資料分析方法 37 第肆章 結果與討論 44 第一節 樣本描述性統計分析 44 第二節 模型信效度分析 48 第三節 模型結構檢定 53 第四節 研究假說驗證 56 第伍章 結論與建議 62 第一節 結論 62 第二節 建議 63 參考文獻 66 附錄一、正式研究問卷 77 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 數位行銷 | zh_TW |
| dc.subject | 社群行銷 | zh_TW |
| dc.subject | 消費者線上品牌相關活動 | zh_TW |
| dc.subject | 使用與滿足理論 | zh_TW |
| dc.subject | Use and Gratification Theory | en |
| dc.subject | COBRAs | en |
| dc.subject | Social Media Marketing | en |
| dc.subject | Digital Marketing | en |
| dc.title | 運動迷與運動組織社群媒體互動之動機、線上行為與購買意願之研究－以新竹街口攻城獅為例 | zh_TW |
| dc.title | Fans’ Motivation of Interacting with Sports Organization on Social Media, Online Behavior, and Purchase Intention – A Case Study of Hsinchu Jko Lioneers | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 楊志顯;廖俊儒 | zh_TW |
| dc.contributor.oralexamcommittee | Chih-Hsien Yang;Chun-Ju Liao | en |
| dc.subject.keyword | 使用與滿足理論,消費者線上品牌相關活動,社群行銷,數位行銷, | zh_TW |
| dc.subject.keyword | Use and Gratification Theory,COBRAs,Social Media Marketing,Digital Marketing, | en |
| dc.relation.page | 84 | - |
| dc.identifier.doi | 10.6342/NTU202302217 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2023-08-08 | - |
| dc.contributor.author-college | 共同教育中心 | - |
| dc.contributor.author-dept | 運動設施與健康管理碩士學位學程 | - |
| dc.date.embargo-lift | 2028-08-01 | - |
| 顯示於系所單位： | 運動設施與健康管理碩士學位學程 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-111-2.pdf 未授權公開取用 | 2.61 MB | Adobe PDF | 檢視/開啟 |
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