Publication:

中華職棒大聯盟現場觀眾涉入程度、球隊認同感與球隊忠誠關係之研究

本研究旨在探討中華職棒20年球迷觀賞國內比賽之涉入程度、球隊認同感與球隊忠誠度的研究。研究問題為不同人口背景變項的職棒球迷對涉入、球隊認同感及球隊忠誠是否有相關。

本研究於中華職棒大聯盟台北、台中、台南、高雄之賽事抽樣，採用便利抽樣法進行研究，再進行結構式問卷發放525份，有效問卷為502份。所得資料使用描述性統計、項目分析、因素分析、信度分析、獨立樣本t檢定、單因子多變量變異數分析及路徑分析。

研究結果如下：

一、球迷支持球隊比例以兄弟像最多

二、球迷以男性居多，年齡分佈在21-25歲，教育程度大多為大學。觀看年數最多為３年以上６年以下。

三、現場觀眾之涉入程度與球隊認同、忠誠度有正面影響。

四、現場觀眾之球隊認同對忠誠度有正面影響

The purpose of this study was to investigate the relationships among the involvement, team identification, loyalty by Chinese Professional Baseball League fans. The data analyzed in this research were acquired by questionnaires. This study selected the Chinese professional baseball league’s fans as the subjects by convenience sampling. Out of the 525 questionnaires distributed, 502 valid copies were collected, reaching to the rate of 95.6%. The data was analyzing the results by Independent-Samples T Test and one-way MANOVA.

The summary of results as the following :

(1) Participants with different background showed significant differences in involvement, team identification, loyalty .

(2) There was a positive correlation between fan’s involvement and team identification.

(3) There were significant canonical correlation among involvement, loyalty.

(4) There was a positive correlation among fan’s team identification , loyalty.

(5) There were significant canonical correlation between loyalty.