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    Title: 中華職棒行銷策略、看球動機與消費行為關聯性之研究
    The Relationship between Chinese Professional Baseball League Marketing Strategies, Watching Motivations and Consumption Behaviors
    Authors: 蘇子程
    SU, ZI-CHENG
    Contributors: 鄭宇庭
    Cheng, Yu-Ting
    蘇子程
    SU,ZI-CHENG
    Keywords: 中華職棒
    看球動機
    消費行為
    行銷策略
    球隊表現
    Chinese Professional Baseball League
    Watching motivation
    Consumption behavior
    Marketing strategy
    Team performance
    Date: 2024
    Issue Date: 2024-02-01 11:34:31 (UTC+8)
    Abstract: 本研究目的探討中華職棒球團各球隊球迷的看球動機、消費行為、行銷策略和球隊表現之間的關係,並根據研究發現提出相關建議,以供球團經營管理參考。研究採用問卷調查法,以2023年中華職棒例行賽事曾收視或進場的球迷為樣本,共回收有效問卷703份,並使用SPSS統計軟體進行敘述性統計、相關分析和迴歸分析,以檢驗研究假設。研究結果顯示,球迷的看球動機和消費行為受到行銷策略和球隊表現的影響程度不一,同時顯示看球動機是影響消費行為的最重要因素。其中,社會動機、美學動機和逃避動機是影響球迷收視或進場的主要看球動機,而球迷服務和應援團是影響球迷滿意度和忠誠度的主要行銷策略。
    基於推論統計結果,研究建議球團在制定行銷策略時,應著重於提升球迷的社會動機、美學動機和逃避動機,並加強球迷服務和應援團的品質,以增加球迷的滿意度和忠誠度,進而提升球團收入和球迷成長率。此外,研究也發現,不同背景變項的球迷在看球動機、消費行為、行銷策略和球隊表現之中各構面評價上多有出現顯著差異,例如年齡、性別、教育程度、職業、收入、居住地區、支持球隊等,這些差異可能反映了球迷的個人特質、偏好和需求,值得後續研究進一步探討,以提供球團更細緻化的行銷策略。
    The purpose of this study is to explore the relationship between the motivation, consumption behavior, marketing strategy and team performance of the fans of each team in the Chinese Professional Baseball League, and to provide relevant suggestions based on the research findings for the management of the teams. The study adopted a questionnaire survey method, using the fans who watched or attended the regular games of the Chinese Professional Baseball League in 2023 as the sample, and collected 703 valid questionnaires. The study used SPSS statistical software to perform descriptive statistics, correlation analysis and regression analysis to test the research hypotheses. The results showed that the motivation and consumption behavior of the fans were influenced by the marketing strategy and team performance to varying degrees, and also showed that the motivation was the most important factor affecting the consumption behavior. Among them, social motivation, aesthetic motivation and escape motivation were the main motivations for the fans to watch or attend the games, and fan service and cheerleading team were the main marketing strategies that affected the satisfaction and loyalty of the fans.
    Based on the results of inferential statistics, the study suggested that the teams should focus on enhancing the social, aesthetic and escape motivation of the fans when formulating marketing strategies, and improve the quality of fan service and cheerleading team, so as to increase the satisfaction and loyalty of the fans, and thus increase the revenue and growth rate of the teams. In addition, the study also found that there were significant differences in the evaluation of the various aspects of motivation, consumption behavior, marketing strategy and team performance among the fans with different background variables, such as age, gender, education level, occupation, income, residence area, support team, etc. These differences may reflect the personal characteristics, preferences and needs of the fans, which are worthy of further exploration in follow-up studies, so as to provide more refined marketing strategies for the teams.
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    109363073
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109363073
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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