Publication:
超級籃球聯賽現場觀眾涉入程度、球隊認同對滿意度、忠誠度與觀賞行為延伸影響之研究

Simple item page
dc.contributor.advisor黃彥翔
dc.contributor.advisorHwang, Yen-Xiang
dc.creator楊佳儒
dc.creatorYang, Jia-Ru
dc.date2008
dc.date.accessioned2017-02-22T15:55:42Z
dc.date.accessioned2025-07-30T15:23:47Z
dc.date.available2017-02-22T15:55:42Z
dc.date.issued2017-02-22T15:55:42Z
dc.description學位類別：碩士
dc.description校院名稱：國立台灣體育大學
dc.description系所名稱：運動管理學系碩士班
dc.description學號：19505012
dc.description畢業學年度：96年
dc.description論文頁數：154頁
dc.description.abstract　　本研究主要目的在瞭解超級籃球聯賽（Super Basketball League，簡稱SBL）球迷觀賞行為之現況，探討SBL現場觀眾的涉入程度、球隊認同、滿意度、忠誠度與觀賞行為延伸之間的關聯性。問卷分為六個部份採李克特氏五分量表計分，調查對象為第五屆SBL現場觀眾，以便利抽樣方式施測，共發放480份，有效問卷410份，有效問卷率為85.4%。以SPSS分析人口統計變項的分佈及信效度考驗，而使用Amos做各項因素間的路徑分析和相關性分析，整體配適度的統計量可看出這整個模式具備可接受之配適度（RMR =0.05；RMSEA =0.061；GFI =0.843；AGFI =0.816；CFI= 0.932；NFI =0.892）。 研究結果發現如下： 一、本研究對象以女性居多，年齡主要分布在21到30歲之間，大多具有大學學歷，職業多以學生身份居多。 二、SBL現場觀眾認為觀賞SBL可以增進休閒樂趣，且自認為是SBL賽事中某一球隊的忠實球迷，對SBL所營造的整體氣氛感到最為滿意，並願意推薦他人一同前往觀賞SBL，而具忠誠之SBL球迷願意除SBL球賽外去觀賞其他籃球賽事，具備觀賞行為延伸之絛件。 三、在路徑相關性分析發現，涉入程度、球隊認同、滿意度、忠誠度與觀賞行為延伸均有正向相關，但球隊認同對於滿意度沒有顯著影響，而涉入程度與球隊認同會透過忠誠度，而間接影響觀賞行為延伸。
dc.description.abstract　　The purpose of this study was to explore spectator behaviors of Super Basketball League (hereby refers to SBL) and to identify the causal relationship among spectator involvement, team identification, satisfaction, loyalty and extension behaviors. Questionnaire for the survey entitled “SBL Spectator Behavior”, which consisted of six sections and measured by Likert 5 point Scale was managed to gather data from spectators attending to the SBL games in its 5th operating year. The randomly sampling was applied and 480 questionnaires were distributed with a 410 valid response (85.4% return rate). 　　Demographics, reliability and validity were measured by Statistical Package for Social Science (SPSS), while the paths and correlations among studied variables were measured by AMOS. The indices of model fit, RMR =0.05；RMSEA =0.061；GFI =0.843；AGFI =0.816；CFI= 0.932；NFI =0.892, indicate that this model fits its sample data. 　　The findings of this study show that the majority of respondents for the study are female, ages 21-30 years old with bachelor degree. The spectators self-considered the loyal fans and committed to the team they support. Spectators pointed out that they satisfied with the overall spectating atmosphere most and willing to recommend SBL to others. The results also indicate that the loyal fans were willing to spectator basketball games other then the SBL, therefore the extension behaviors are determined on this study. Finally, the path analysis shows that involvement, team identification, satisfaction, loyalty and extension behaviors are positive correlated except the path from team identification to satisfaction. The indirect effect coefficient indicates that involvement and team identification indirectly impact extension behaviors via loyalty.
dc.description.tableofcontents目　次 第一章　緒論 　第一節　背景與動機………………………………………………1 　第二節　研究目的…………………………………………………2 　第三節　研究問題…………………………………………………3 　第四節　研究範圍…………………………………………………3 　第五節　研究限制…………………………………………………4 　第六節　操作性名詞定義…………………………………………4 第二章　文獻探討 　第一節　超級籃球聯賽現況分析…………………………………6 　第二節　涉入程度…………………………………………………13 　第三節　球隊認同…………………………………………………20 　第四節　滿意度……………………………………………………24 　第五節　忠誠度……………………………………………………43 　第六節　觀賞行為延伸……………………………………………57 　第七節　各構面間關聯性探討……………………………………61 第三章　研究方法 　第一節　研究架構…………………………………………………68 　第二節　研究假設…………………………………………………69 　第三節　研究流程…………………………………………………72 　第四節　研究對象…………………………………………………73 　第五節　研究工具…………………………………………………73 　第六節　資料分析…………………………………………………87 第四章　結果與討論 　第一節　人口變項之描述性統計分析……………………………90 　第二節　SBL現場觀眾現況………………………………………94 　第三節　人口統計變項在各構面間之差異性檢定………………96 　第四節　研究假設模式檢定………………………………………108 　第五節　討論………………………………………………………117 第五章　結論與建議 　第一節　結論………………………………………………………123 　第二節　建議………………………………………………………126 參考文獻 　中文部分……………………………………………………………128 　英文部分……………………………………………………………132
dc.format.extent403698 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://ir.ntus.edu.tw/handle/987654321/70775
dc.languagezh-TW
dc.publisher運動管理學系碩士班
dc.relation.isbasedon中文部份 YAM運動天空-SBL（2007）。資料取自http://sports.yam.com/special/sbl/teams_list.php 王敦韋（2005）。贊助效益之研究─以第二屆超級籃球聯賽(SBL)為例。未出版碩士論文。朝陽科技大學，台中。 方世榮（1996）。行銷管理學。台北：東華。 行政院主計處（2000）。題目：觀賞性運動休閒產品產值推估。2007/11/01取自：http://www.dgbasey.gov.tw/dgbas03/bs4/econdexa.xls 世界體育中心（2007）。資料取自：http://www.espnstar.com.tw/sbl/ 江文達（2002）。顧客描述期望對顧客滿意度評量與購後意向關係之研究。未出版碩士論文。文化大學，台北。 江明樺（2006）。旅行社從業人員涉入程度、滿意度與再購意願關係之研究－以旅遊網站為例。未出版碩士論文。朝陽科技大學，台中。 江盈如（1999）。大台北地區健康俱樂部顧客滿意度、忠誠度以及滿意構面重視度之研究。未出版碩士論文。國立交通大學：新竹。 呂芳陽（2004）。臺灣地區羽球運動消費者參與行為與滿意度之研究。未出版碩士論文。輔仁大學：台北。 宋曉婷（2001）。台北市健康俱樂部會員轉換行為之研究。未出版碩士論文。朝陽科技大學，台中。 李允仁（2004）。球隊認同對球迷滿意度與忠誠度影響之研究。未出版碩士論文。東吳大學，台北。 何信賢（2007）。職棒球迷之球隊認同對球隊母企業品牌的購買意願之影響。未出版碩士論文，朝陽科技大學，台中。 周皆佑（2006）。產品契合度與品牌認同度對品牌延伸策略之探討-以優派臺灣南區市場為例。未出版碩士論文，樹德科技大學，高雄。 林佳民 (1998)。產品涉入程度、產品網路上接近程度與消費者在網路上購物行為之研究。未出版碩士論文。國立東華大學， 。 林叔娥（2003）。滿意度與忠誠度之關聯性研究－以某驗證公司為例。未出版碩士論文。中原大學：桃園。 林慶村（2005）。銀行業服務品質、企業形象、顧客滿意度與顧客忠誠度關聯性之研究。未出版碩士論文。朝陽科技大學，彰化。 林衢良（2004）。大學生撞球參與者撞球場館滿意度、涉入程度與忠誠度之關係研究。未出版碩士論文。國立體育學院，桃園。 吳曉雯（2002）：影響職棒球迷選擇支持球隊的因素及忠誠度、滿意度的關係。未出版碩士論文。國立體育學院，桃園。 吳明隆（2000）。SPSS 統計應用與實務，台北：松崗。 邱皓政（2000）。社會與行為科學的量化研究與統計分析。台北：五南。 洪嘉蓉（2004）。服務品質、滿意度與忠誠度關係之研究－以中華電信公司ADSL顧客為例。未出版碩士論文。大葉大學，彰化。 高力行（2002）。商業友誼對服務品質、顧客滿意、與顧客忠誠影響之研究-以汽車修護業與產險業為例。未出版碩士論文。朝陽科技大學，台中 陳忠誠（2005）。大學生參與現場觀賞SBL超級籃球聯賽行為意圖之研究－以文化大學學生為例。未出版碩士論文，台北市立體育學院，台北。 陳彥豪（2004）。職棒球迷涉入程度、球隊認同、參與滿意度、與球迷忠誠度之關聯探討。未出版碩士論文，國立嘉義大學，嘉義。 郭素紋（2005）。顧客滿意度與忠誠度對再購意願影響之研究以國內宅配服務業為例。未出版碩士論文，樹德科技大學，高雄。 曾郁茹（2004）延伸相似度對品牌延伸評估之影響:母品牌線索與知覺契合度之角色。未出版碩士論文，中國文化大學，台北。 張孝銘、高俊雄（2000）。影響職棒比賽觀眾人數之因素研究－以中部地區球迷為例。體育學報，32，87-98。 張紹勳（2001）。研究方法，台中：滄海。 張春興（1987）。心理學。台北：東華。 張淑惠 (1993)。SOR 模型在消費者涉入理論之應用的檢討。明德學報，9，144-177。 康志瑋（2001）。涉入理論於網路商品行銷之應用。未出版博士論文。長庚大學，桃園。 黃金柱、李明榮（1999）。政府與民間投資體育活動經費編配和消費概況之調查研究。臺北：行政院體育委員會。 黃俊英，賴文彬（1990）。涉入的理論發展與實務應用，管理科學學報，7(1)，15-29。 黃煜、林房儹（2000）。我國職業運動聯盟營運架構與策略之探討。國立台灣體育學院學報，8，29-52。 楊聖志（2003）。91年全國中等學校運動會現場觀眾對贊助商認知效果之研究。未出版碩士論文。台灣師範大學，台北 維基百科（2007）。資料取自：http://zh.wikipedia.org/w/index.php?title=SBL&variant=zh-tw 趙政諭（2000）。公營與公辦民營職棒球場現場觀眾顧客滿意度之比較研究─以台北市立棒球場、台南市立棒球場為例。未出版碩士論文。臺灣師範大學，台北。 廖俊儒（2004）。職棒現場觀眾消費體驗要素對體驗滿意度與忠誠度意願影響之研究。未出版碩士論文。臺灣師範大學，台北。 蔡博任（2005）。2004年世界盃室內五人制足球賽現場觀眾觀賞動機、觀賞行為及觀賞滿意度之研究。未出版碩士論文。國立體育學院，桃園。 劉雅慧（2005）。職棒球迷的球隊認同感對贊助企業品牌權益影響之研究－以La new 熊隊為例。未出版碩士論文。朝陽科技大學，台中。 賴昇宏（2006）。大專籃球聯賽現場觀眾滿意度、涉入程度與品牌權益之相關研究。未出版碩士論文，台南大學，台南。 闕山晴（2002）。顧客滿意度與忠誠度之研究－以西式速食業為例。未出版碩士論文，國立臺灣科技大學，台北。 英文部份 Aaker, D. A., & Keller, D. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing Research, 54(1), 27-41. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Sciences, 12(2), 125-143. Antil, J. H. (1984). Conceptualization and operation of involvement. Advances in consumer research, 11, 203-209. Assael, H. (1987). Consumer Behavior and Marketing Action, 3th Ed., 112-180, PWS-Kent, Boston. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation in experimental designs. Journal of the Academy of Marketing Science, 16, 74-94. Bandura, A. (1969). Principles of behavior modification. New York, Rinehart & Winston Inc. Baumgartner, H., & Homburg, C. (1996). Applications of Structural Equation Modeling in Marketing and Consumer Research: A Review, International Journal of Research in Marketing, , Vol. 13, pp.139-161. Bearden, W. O., & Teel, J. E. (1983). Selected Determinants of Customer Satisfaction and Complaint Reports, Journal of Marketing Research, 20, 21-28. Bem, D. J. (1972). Self-perception theory, in advance in experiment social psychology, New York, NY: Academic Press. Bitner, M. J. (1990), Evaluating service encounters: The effects of physcial Surroundings and Employee response, Journal of Marketing, 54, 69-82. Blattberg, R. C., & Neslin, S. A. (1990). Sales Promotion Concepts, Methods, and Strategies. New York, NY; Prentice-Hall, Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions . Journal of Marketing, 47, 69-81 . Bolton, R. N., & Drew, J. H. (1991). A Multistage Model of Consumer’s Assessments of Service Quality and Value, Journal of Consumer Research, 17(March), 375-384. Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28. Bronfenbrenner, U. (1960). Freudian theories of identification and their derivatives., Child Development, 31, 15-40 Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-228. Cadotte, E. R. & Jenkinds, R. L. (1987). Exceptions and norms in model of consumer satisfaction,Journal of Marketing Research,24, 305-314 Capella, M. E. (2002). Measuring sports fans involvement: The fan behavior. Questionnaire. Southern Business Review, 27(2), 30-36. Cardozo, R. N. (1965). An experimental study of customer effort, expectation and satisfaction. Journal of Marketing Research, 2(3), 244-249. Celsi, R. L. & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes, Journal of Consumer Research, 15, 210-224. Chaudhuri, A., & Holbrook, M. B.（2001）. The chain of effects From brand trust and brand affect to brand performan: The role of brand loyalty, Journal of Marketing, 65(2), 81. Churchill, G. A. & Suprenant C. (1982). An Investigation into Determinants of Customer Satisfaction, Journal of Marketing Research, 19(November), 491-504. Czepiel, J. A., Larry, J. R, & Adebayo, A. (1974). Perspectives on consumer satisfaction. In R. Curham (Ed.), AMA Conference Proceedings (pp. 119-123). Chicago: American Marketing Association. Day, R. L., & Landon, E. L. (1977). Towards a theory of consumer complaining behavior. In A. Woodside, J. Sheth & P. Bennett (Eds.), Consumer and Industrial Buying Behavior (pp. 425-437). Amsterdam: North-Holland Publishing Company Press. Engel, J. F., & Blackwell R. D. (1984). Consumer Behavior, Illinois: Richard D. Irwin, Inc. Engel, J.F., Blackwell, R.D., & Miniard, P.W.(1995). Customer behavior,7th ed.,The Dryden Press, Fort Worth. Festinger, T. (1983). No one ever asked us… A postscript to foster care. New York: Columbia University Press. Fishbein, M., & Ajzen I. (1975). Belief, attitude, intention and behavior：An introduction to theory and research reading. Addison-Wesley, MA. Fisher, R., & Wakefield, K. (1998). Factors Leading to Group Identification: A Field Study of Winners and Losers. Psychology & Marketing, 15(1), 23-40. Folkes, V. S. (1984). Consumer Reactions to Product Failure： An Attributional Approach, Journal of Consumer Research, 10, 398-409. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 55, 1-21. Fornell, C., Larcker, D.F., (1981) Evaluating structural equation models with unobservable and measurement error, Journal of Marketing Research 18, 39–50. Funk, D. C., Ridinger, L. L., & Moorman, A. M. (2004). Exploring origins of involvement: Understanding the relationship between consumer motives and involvement with professional sport teams. Leisure Science, 26(3), 35-61. Greenwald, A. G., & Leavitt C. (1984). Audience Involvement in Advertising : Four Levels. Journal of Consumer Research , 11 , 581-592 . Griffin, A. (1997). Modeling and measuring product development cycle time across industries. Journal of Engineering and Technology Management, 14, 1-24 Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The-relationship between customer satisfaction and loyalty: Cross-industry differences, Total Quality Management, 11, 509-516. Hahha. N., & Woznizk. R. (2001). Consumer Behavior ,(1st ed) , Englewood Cliffs : Prentice-Hall , Inc Hair, J. J. F. , Anderson, R.E. , Tatham, R.L. & Black,W.C. (1998). Multivariate Data Analysis.(5th Ed.).Upper Saddle River. NY: Prentice Hall. Hall, Stuart & du Gay, Paul (1996) (ed.), The Questions of Cultural Identity. London: Sage. Hallowell, R. (1996). The Relationship of Customer Satisfaction, Customer Loyalty and Profitability: An Empirical Study”, International Journal of Service Industry Management, 7(4), 27-42. Harlan, B.A., Krishna, D. R. Lehmann, and C. Mela (1995). Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle, Journal of Business Research ,33, May, pp.57-66 Hartman, C. L., Price, L. L., & Duncan, C. P. (1990). Consumer evaluation of franchise extension product：A categorization processing perspective. Advances in Consumer Research, 17(1), 120-127. Hernon, P., Nitecki, D. A., & Altman, E. (1999). Service quality and customer satisfaction: an assessment and future directions. The Journal of Academic Librarianship, 25(1), 9-17. Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. Cambrige, MA: Marketing Science Institute. Howard, J. N. & Sheth, J. A. (1969) The Theory of Buyer Behavior , New York: John Wiley & Sons Inc. Houston , M . J ., & Rothschild , M . L . ( 1978 ) . Conceptual and methodological perspectives on involvement. educators’ proceedings, American Marketing Association, Chicago, 184-187. Hunt, K. H. (1977). Conceptualization and measurement of Consumer Satisfaction and Dissatisfaction. Cambridge： Marketing Science Institute. Huppertz, J. W., Arenson, S. J., & Evans, R. H. (1978). An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 15, 250-260. Jacoby, J. & David, B. K., (1973), Brand Loyalty Vs Repeat Purchasing Behavior. Journal of Marketing Research, 10, 1-9. Jacoby, J. & Chestnut, R. W. (1978), Brand Loyalty Measurement and Management, New York: John Wiley. Jones, T. O., & Sasser, W. E. (1995). Why satisfied customer defect. Harvard Business Review, 73(Nov.-Dec), 88-99. Kandampully J. (1998). Service Quality to Service Loyalty: A relationship which goes Beyond Customer Service, Total Quality Management, 9(6), 431-443. Kassarjian, H. and Sheffet M. J.,(1981). Kassarjian, H. and Sheffet M. J.,(1981). Personality and consumer behavior: An update", harold kassarjian and thomas robertson, perspectives on consumer behavior glennview, Ill.: Scott Foresman, 129-148. Keller, K. L. & Aaker, D.A. (1992). The effects of sequential introduction of brand extensions,” Journal of Marketing Research, 29(2), 35-50. Kotler, Philip (1991). Marketing Management: Analysis, Planning, Implementation and Control”, 7th ed. Englewood Cliffs, NJ: Prentice-Hall,., 246-249. Kotler, P. (1997). Marketing management. Analysis, planning, imple- mentation, and control. New Jersey, NJ: Prentice-Hall. Kotler, P. (1999). Marketing management: analysis, planning, implementation and control. Englewood Cliffs, NJ: Prentice-Hall Inc. Krugman, H. E. (1965). The impact of television advertising：Learning without involvement. Public Opinion Quarterly, 29(4), 349-356. LaBarbera, P. A., & Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. Journal of Marketing Research, 20, 393-404. Lane, V. R., (2000). The impact of ad repetition and ad content on consumer perceptions of incongruent extensions. Journal of Marketing Research, 64(1), 80-91. Lassar, W., Mittaal, B., & Sharma, A. (1995). Measuring customer- based brand equity. Journal of Consumer Marketing, 12(4), 11-19. Laurent, G. & Kapferer, J. N.(1985). Measuring consumer involvement profiles, Journal of Marketing Research, 22, 41-53 Laverie, D. A., & Arnett, D. B., (2000). Factors affecting fan attendance：The influence of identity salience and satisfaction. Journal of Leisure Research, 32, 225-246. Madrigal, R. (1995). Cognitive and affective determinants of fan satisfaction with sporting event attendance. Journal of Leisure Research, 27(2), 125-142. Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123. Mcquarrie, E. F., & Munson, J. M. (1992). A revised product involvement inventory : improved usability and validity. Advances in Consumer Research, 19, 108-115 . Menon, S., & Kahn, B. E. (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22 (4), 17-28. Miller, J. A. (1977). Studying satisfaction, modefying models, eliciting expectation, posing problems and making meaningful measurements”, Cambridge, Mass. Marketing Science Institute, 72-91. Myung-Song, L. & Mittal, B. (1989). A casual model o f consumer Involvemnet , Journal of Economice Psychology, 10, 363-389. Moshkin N V, & Shachar R. (2002). The asymmetric information model of state dependence. Marketing Science, 21, 435-454 Neal, W. D. (1999). Satisfaction is nice, but value drives loyalty. Marketing Research, 11, 20-23. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions , Journal of Marketing, 17, 460-469. Oliver, R. L. (1981). What is Customer Satisfaction? Wharton Magazine, 5, 36-41. Oliver, R. L., & Bearden, W. O.(1983). The role of involvement in satisfaction processes. In R. P. Bozzi and A. M. Tybout (Eds.), Advances in consumer research, Series 10(pp.205-255). Provo, UT: Association for Consumer Research. Oliver, R. L., & Desarbo, W. S. (1988). Response Determinantes in Satisfaction Judgements”, Journal of Customer Research, 14(March), 495-507. Oliver, R. L., & Millan, M. (1992). An Investigation if Attribute suggestions for a Stage-Special Satisfaction Framework”, Advance in Customer Research, 19, 237-244. Oliver, R. L.(1999). Whence consumer loyalth? Journal of Marketing, 63, Special Issue, 33-44. Paraswraman, Z., & Berry, L. L. (1988). Communication and control process in the delivery of service quality. Journal of Marketing, 52(2), 35-48. Parasuraman, A., Zeithmal V. A., & Berry L. L. (1993). The nature and determinants of customer expectations of service”, Journal of the Academy of Marketing Service, 21, 1-12. Park, C. W., Milberg S., & Lawson, R. (1991). Evaluation of brand extensions : The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(1), 185-193. Parsons T. (1951). The social system, Glencoe 111, Free press. Peter J. P. & Olson, J.C. (1999). Consumer Behavior and Marketing Strategy, McGraw-Hill, New York. Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983).Central and peripheral routes to advertising effectiveness : Across-cultural perspective ,Journal of Direct Marketing , 9(4) , 57-67. Pfaff, M. (1977). The Index of Consumer Satisfaction Measurement Problem and Opportunity. Marketing Science. Pitts, Fielding, & Miller (1994). Industry segmentation theory and the sport industry: Developing a sport industry segment model. Sport Marketing Quarterly, 3(1), 15-24. Prus, A., & Brandt, D. R. (1995). Understanding your customers. Marketing Tools, Jul-Aug, 10-14. Raphel, N. & Raphel, M., (1995). Loyalty Ladder, Harper Collins Publishers Inc. Reicheld, F., & Sasser, W. (1990). Zero defections : Quality comes to services. Harvard Business Review, 68(5), 105-111. Reichheld, Frederick F. (1996). The loyalty effect: the hidden force behind growth, profits, and lasting value. Boston, MA: Harvard Business School Press. Reidenbah, R. E. Minton, A. P., (1991). Customer Service Segments: Strategyic Implication for the Commercial Banking Industry. Journal of Professional Services Marketing, 6. Rothschild, M . L. ( 1979 ). Advertising strategies for high and low involvement situations . Attitude Research Plays for High Stakes, J. C. Malongeyed. 74-93 . Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior. " Prentice Hall.24, Slama, M.E. and A. Tashchian, “Selected Socioeconomic and Demographic Characteristics Association with Purchasing Involvement,” Journal of Marketing, 49, 72-82. Sheinin, D. A., & Schmitt, B. H. (1994). Extending brands with New product concepts: The role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research, 31(1), 1-10. Sheinin, D. A. (2000). The effects of experience with brand extensions on parent brand knowledge. Journal of Business Research, 49(1), 47-62. Sherif, M. & H. Cantril (1947). The Psychology of Ego-Involvement, New York: John Wiley and Sons. Shoemarker, S., & Lewis, R.C. (1999). Customer loyalty：the futureof hospitality marketing, International Journal of Hospital Mangement,18, 345-370. Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions”, Journal of Consumer Research, 20, 271-280. Tajfel, H., & Turner, J. C. (1985). The social identity theory of intergroup behavior. In S. Wordel & W. Austen (Eds.), Psychology of intergroup relations (pp. 7-24). Chicago, IL: Nelson-Hall. Taylor, V. A., & Bearden, W. O. (2002). The effects of price on brand extension evaluations: The moderating role of extension similarity. Academy of Marketing Science, 30(2), 131-141. Telser, L.G (1979). Theory of Monopoly of Complementary Goods, Journal of Business, 52(2), 211-230. Trail, G. T., Anderson, D. F., & Fink, J. S. (2002). Examination of gender differences in important of and satisfaction with venue factors at intercollegiate basketball games. International Sports Journal, 6(1), 51-64. Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: an extension. Journal of Marketing Research, 25, 204-212. Tyebjee, T. T. (1979). Refinement of the Involvement Concept:An Advertining Planning Point of View, in Attitude Research Plays for High Stakes, Edited by J.C.Maloney and Silverman,Chicago:American Marketing Association, 94-11. Venkatramen, M. P. (1989). Involvement and Risk.Psychology and Marketing, 6(3), 229-247. Wakefield, K. L., & Sloan, H. J. (1995). The effects of team loyalty and selected stadium factors on spectator attendance. Journal of Sports Management, 9, 153-172. Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment, Psychology & Marketing, 17, 761-782 . Wann, D. L. & Branscombe, N. R. (1993). Sports fans: measuring degree of identification with their team. International Journal of Sports Psychology, 24(1), 1-17. Westbrook, R. A. (1980). A rating scale for measuring product/service satisfaction. Journal of Marketing, 17, 68-72. Woodruff, R. B. (1983). Modeling Consumer Satisfaction Process Using Experience Based Norms. Journal of Marketing, 10, 296-304. Woodruff, R., Cadotte, E. R. & Jenkins, R. L. (1983). Modeling Consumer Satisfaction Processes Using Experience-Based Norms, Journal of Marketing Research, vol. 20, no.3, pp. 296-304. Woodside, A. G. F., & Daly, R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Care Marketing, 52, 5-7. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352. Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15(2), 4-14. Zeithaml V. A. (1988). Consumer perceptions of price, quality, and value：A means-end model and synthesis of evidence. Journal of marketing, 52, 2-22.
dc.subjectSBL;涉入;球隊認同;滿意度;忠誠度;觀賞行為延伸
dc.subjectSBL;involvement;team identification;satisfaction;loyalty;extension behaviors
dc.title超級籃球聯賽現場觀眾涉入程度、球隊認同對滿意度、忠誠度與觀賞行為延伸影響之研究
dc.titleAn impact study of Spectator involvement, team identification to satisfaction, loyalty and extension behaviors－the case of Super Basketball League
dc.typethesis
dspace.entity.typePublication

Files

Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
800007601.pdf
Size:
394.24 KB
Format:
Adobe Portable Document Format
Download

Collections

學位論文(103學年度之前)