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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 | 佐南允禮 | zh_TW |
| dc.contributor.author | Tsonan Yunli | en |
| dc.date.accessioned | 2025-02-13T16:13:25Z | - |
| dc.date.available | 2025-02-14 | - |
| dc.date.copyright | 2025-02-13 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-02-11 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/96383 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-02-13T16:13:25Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-02-13T16:13:25Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 中文摘要 i
Abstract ii 目次 iii 圖次 v 表次 vi 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 5 第五節 研究限制 5 第六節 名詞釋義 6 第貳章 文獻探討 7 第一節 NFT 7 第二節 品牌形象 10 第三節 品牌忠誠度 12 第四節 球迷參與 15 第五節 購買意願 16 第六節 本章總結 17 第參章 研究方法 18 第一節 研究架構與假設 18 第二節 研究流程 19 第三節 研究對象及抽樣方法 21 第四節 問卷內容 21 第五節 資料處理與分析 22 第肆章 結果與討論 26 第一節 背景變項之分析 26 第二節 結構方程模型分析 35 第五章 結論與建議 39 第一節 結論 39 第二節 建議與未來研究方向 40 參考文獻 42 一、中文文獻 42 二、英文文獻 44 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 運動NFT | zh_TW |
| dc.subject | 球迷參與 | zh_TW |
| dc.subject | 品牌忠誠度 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | 品牌形象 | zh_TW |
| dc.subject | NFT | zh_TW |
| dc.subject | Purchase Intention | en |
| dc.subject | Brand Image | en |
| dc.subject | Sports NFTs | en |
| dc.subject | NFT | en |
| dc.subject | Fan Engagement | en |
| dc.subject | Brand Loyalty | en |
| dc.title | 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 | zh_TW |
| dc.title | A Study on the Influence of Professional Team Brand Image, Brand Loyalty, and Fan Engagement on the Purchase Intertion of Sport NFTs | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-1 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 廖俊儒 ;楊志顯 | zh_TW |
| dc.contributor.oralexamcommittee | Chun-Ju Liao;Chih-Hsien Yang | en |
| dc.subject.keyword | NFT,運動NFT,品牌形象,購買意願,品牌忠誠度,球迷參與, | zh_TW |
| dc.subject.keyword | NFT,Sports NFTs,Brand Image,Purchase Intention,Brand Loyalty,Fan Engagement, | en |
| dc.relation.page | 58 | - |
| dc.identifier.doi | 10.6342/NTU202500446 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2025-02-11 | - |
| 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 | N/A | - |
| 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-113-1.pdf 未授權公開取用 | 1.74 MB | Adobe PDF |
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