English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 94188/124659 (76%)
Visitors : 29630494      Online Users : 226
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/76869
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/76869

    Title: 探討職棒球團與球迷之關係品質以及球迷忠誠度
    Investigating the fan loyalty and the relationship quality: professional baseball teams as an example
    Authors: 陳佳宏
    Chen, Chia Hung
    Contributors: 管郁君
    Huang, Eugenia Y.
    Chen, Chia Hung
    Keywords: 關係利益
    Relationship Benefit
    Relationship Quality
    Fan Loyalty
    Social Media Interaction
    Date: 2015
    Issue Date: 2015-07-27 11:23:14 (UTC+8)
    Abstract: 棒球是台灣人最喜愛的運動賽事,每當中華隊代表台灣參加國際賽事時,總是能引起國人的關注,與朋友或家人一起到球場上吶喊幫中華隊加油。但是中華職棒聯盟從成立以來的二十幾年,球迷人數卻無法穩定成長,即使台灣人喜愛棒球,一次又一次的簽賭及假球事件重挫聯盟及球團,也澆熄國內球迷對中華職棒的信心。球迷的多寡也直接影響到各球團的收益,賽事的門票、球隊的周邊商品都是球團主要的收入來源。近幾年因為中華隊在國際賽的好成績及聯盟制度的改進,使球迷又再度關注台灣的職業棒球。因此如何維持與球迷之間的關係,讓球迷不要再度流失是現在各球團很重要的課題。
    Baseball game is an important sport in Taiwan. As professional baseball teams have established one by one, the number of fans, who prefer to buy tickets to watch baseball games, has a direct impact on their profit. It has been a critical issue for professional baseball teams to enhance fan loyalty. Professional baseball teams try their best to manage relationships with fans as longer as possible. Thus, this study investigated the relationships among relationship benefit, relationship quality, and fan loyalty. The subjects were fans of professional baseball teams. Due to the rapid growth of social media, professional baseball teams tend to interact with their fans by setting virtual community on social media sites, if better fan relationship management is desired. Thus, this study adopted social media interaction as another critical factor of relationship quality. The results, based on data collected from 348 baseball fans, indicated that relationship benefit and social media interaction have positive effect on relationship quality. And fan motivation and relationship quality have positive effect on fan loyalty.
    Reference: 1. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer’s perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
    2. Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. The Journal of Marketing, 42-58.
    3. Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
    4. Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: the relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302.
    5. Bitner, M. J. (1995). Building service relationships: It’s all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251.
    6. Braunstein, J. R., & Zhang, J. J. (2005). Dimensions of athletic star power associated with Generation Y sports consumption. International Journal of Sports Marketing & Sponsorship, 6(4), 242–267.
    7. Chang, A. M., Kannan, P. K., & Whinston, A. B. (1999). Consumers extent of evaluation in brand choices. The Journal of Business, 72(2), 229-251.
    8. Chang, Y. H., Ko, Y. J., Tasci, A., Arai, A., & Kim, T. H. (2014). Strategic match of athlete endorsement in global markets: an associative learning perspective.International Journal of Sports Marketing and Sponsorship, 15(4), 253-271.
    9. Cooky, T. (1999). Interactive communication-public relations on the Web. Public Relations Quarterly, 44(2), 41-42.
    10. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. The Journal of Marketing, 68-81.
    11. Delcourt, C., Gremler, D. D., van Riel, A. C., & van Birgelen, M. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty: The mediating role of rapport. Journal of Service Management, 24(1), 5-24.
    12. Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. the Journal of Marketing, 6-21.
    13. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
    14. Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual's psychological connection to sport. Sport Management Review, 4(2), 119-150.
    15. Funk, D. C., Mahony, D. F., & Ridinger, L. L. (2002). Characterizing consumer motivation as individual difference factors: Augmenting the Sport Interest Inventory (SII) to explain level of spectator support. Sport Marketing Quarterly,11(1), 33-43.
    16. Funk, D. C., Mahony, D. F., Nakazawa, M., & Hirakawa, S. (2001). Development of the Sports Interest Inventory(SII): Implications for measuring unique consumer motives at sporting events. International Journal of Sports Marketing & Sponsorship, 3.
    17. Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2003). Understanding consumer support: Extending the Sport Interest Inventory (SII) to examine individual differences among women's professional sport consumers. Sport Management Review, 6(1), 1-31.
    18. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relation- ships. The Journal of Marketing, 63(2), 70-87.
    19. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
    20. Ghose, S., & Dou, W. (1998). Interactive functions and their impacts on the appeal of internet presence sites. Journal of Advertising Research, 38(2), 29-43.
    21. Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web site. Journal of Broadcasting & Electronic Media, 42(4), 457-474.
    22. Hagel, J., & Armstrong, A. G. (1997). Net gain. Harvard Business School Press, Boston.
    23. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Canonical Correlation: A Supplement to Multivariate Data Analysis. Multivariate data analysis: a global perspective. 7th edn. Pearson Prentice Hall Publishing, Upper Saddle River.
    24. Jee, J., & Lee, W. N. (2002). Antecedents and consequences of perceived interactivity: An exploratory study. Journal of Interactive Advertising, 3(1), 34-45.
    25. Koo, G. Y., & Hardin, R. (2008). Difference in interrelationship between spectators' motives and behavioral intentions based on emotional attachment. Sport Marketing Quarterly, 17(1), 30-43.
    26. Kwon, H., & Trail, G. (2001). Sport fan motivation: A comparison of American students and international students. Sport Marketing Quarterly, 10(3), 147-155.
    27. Lee, M., Pant, A., & Ali, A. (2010). Does the individualist consume more? The interplay of ethics and beliefs that governs consumerism across cultures. Journal of Business Ethics, 93(4), 567-581.
    28. Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.
    29. Liu, C. T., Guo, Y. M., & Lee, C. H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71-79.
    30. Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of Advertising, 31(4), 53-64.
    31. Lucas, A. F. (2012). The determinants and effects of slot servicescape satisfaction in a Las Vegas hotel casino. UNLV Gaming Research & Review Journal, 7(1), 1.
    32. Mahony, D. F., Madrigal, R., & Howard, D. (2000). Using the psychological commitment to team (PCT) scale to segment sport consumers based on loyalty. Sport Marketing Quarterly, 9(1), 15-25.
    33. Maslow, A. H. (1943). A theory of human motivation. Psychological review,50(4), 370.
    34. Maslow, A. H.(1968). Toward a Psychology of Being. New York: John.
    35. McCallum, J. R., & Harrison, W. (1985). Interdependence in the service encounter. The Service Encounter: Managing Employee/customer interaction in Service Businesses, 35-48.
    36. McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the rple of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising Research, 31(3), 29-42.
    37. Milne, G. R., & McDonald, M. A. (1999). Sport Marketing: Managing the Exchange Process. Jones & Bartlett Learning.
    38. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
    39. Naud, P., & Buttle, F. (2000). Assessing relationship quality. Industrial Marketing Management, 29(4), 351-361.
    40. Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42.
    41. Nunnally, J. (1978). Psychometric methods.
    42. Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: A replication in a Southeast Asian context. Journal of Services Marketing, 15(6), 425-443.
    43. Pease, D. G., & Zhang, J. J. (2001). Socio-motivational factors affecting spectator attendance at professional basketball games. International Journal of Sport Management, 2(1).
    44. Peterson, R. A. (1995). Relationship marketing and the consumer. Journal of the Academy of Marketing Science, 23(4), 278-281.
    45. Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. The Journal of Marketing, 38-56.
    46. Ravald, A. & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), pp.19-30.
    47. Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. MIT press.
    48. Robinson, M. J., & Trail, G. T. (2005). Relationships among spectator gender, motives, points of attachment, and sport preference. Journal of Sport Management, 19(1), 58-80.
    49. Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. Journal of Product & Brand Management, 2(4), 45-60.
    50. Setó-Pamies, D. (2012). Customer loyalty to service providers: examining the role of service quality, customer satisfaction and trust. Total Quality Management & Business Excellence, 23(11-12), 1257-1271.
    51. Seybold, P. B. (1998). Customers.com: How to create a profitable business strategy for the internet and beyond. New York: Patricia Seybold, Inc.
    52. Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418.
    53. Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: Antecedents and consequences. Journal of the Academy of marketing Science, 23(4), 255-271.
    54. Sloan, Lloyd R. (1989). The motives of sports fans. Sports, games, and play: Social and psychological viewpoints, 175-240.
    55. Smith, J.B. (1998). Buyer-seller relationships: similarity, relationship management, and quality. Psychology and Marketing, 15(1), pp. 3-21.
    56. Steuer, J. (1992). Defining virtual reality: dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
    57. Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of Academy of Marketing Science, 30(4), 376-396.
    58. Storbacka, K., Strandvik, T., & Grönroos, C. (1994). Managing customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21-38.
    59. Trail, G., & James, J. (2001). The motivation scale for sport consumption: Assessment of the scale's psychometric properties. Journal of Sport Behaviour, 24(1), 108-127.
    60. Van Noort, G., Voorveld, H. A., & van Reijmersdal, E. A. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers' online flow experience. Journal of Interactive Marketing, 26(4), 223-234.
    61. Wang, R. T., Zhang, J. J., & Tsuji, Y. (2011). Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan. Sport Management Review, 14(4), 347-360.
    62. Wann, D. L. (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport & Social Issues, 19(4), 377-396.
    63. Wann, D. L., Grieve, F. G., Zapalac, R. K., & Pease, D. G. (2008). Motivational profiles of sport fans of different sports. Sport Marketing Quarterly, 17(1), 6-19.
    64. Wenger, E., McDermott, R. A., & Snyder, W. (2002). Cultivating Communities of Practice: A Guide to Managing Knowledge. Harvard Business Press.
    65. Westbrook, R. A. (1981). Sources of consumer satisfaction with retail outlets. Journal of Retailing, 57(3), 68-85.
    66. Won, J. U., & Kitamura, K. (2006). Motivational factors affecting sports consumption behavior of K-league and J-league spectators. International Journal of Sport and Health Science, 4, 233-251.
    67. Wu, G. (1999). Perceived interactivity and attitude toward web sites. Proceedings of the conference-American Academy of Advertising, 254-262
    68. Yoo, S. W. (2013). Watching soccer: An assessment of the differences in motivation between American and non-American university students (Doctoral dissertation, Indiana University of Pennsylvania).
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102356038
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

    Files in This Item:

    File SizeFormat
    603801.pdf1619KbAdobe PDF429View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback