Publication:

臺灣地區職業棒球網站線上消費者動機、滿意度及行為意向之研究

本研究的目的旨在建構臺灣地區職業棒球網站線上消費者動機、滿意度及行為意向之關係，並驗證三者之間的是否具有正相關。研究結果將可提供臺灣職業棒球聯盟與各球團組織，以及職棒運動官方網站經營管理者，作為市場區隔及行銷策略之參考。

本研究採問卷調查法，研究對象為使用臺灣地區職業棒球網站線上之消費者，研究工具為「臺灣地區職業棒球網站線上消費者動機、滿意度及行為意向研究問卷」，透過立意取樣收集研究樣本，為達研究目的採用皮爾森積差相關、典型相關及多元逐步迴歸分析等統計方法，進行資料處理，以了解其因果意涵，獲致以下結果：

一、臺灣地區職業棒球網站線上消費者動機與滿意度具有 正相關。

二、臺灣地區職業棒球網站滿意度與行為意向具有正相 關。

三、臺灣地區職業棒球網站線上消費者動機部分構面與行 為意向具有正相關。

四、臺灣地區職業棒球網站線上消費者動機、滿意度對行 為意向具有正向的影響。

This research aims to delve into the correlations between professional baseball website-based online consumer motivation, satisfaction and behavior intention in Taiwan area as well as to verify the positive correlations between the three factors. The research results will offer advice to Chinese Professional Baseball League, baseball teams and operators for official websites of professional baseball teams, served as reference for market segmentation and marketing strategies.

This research adopted questionnaire survey and took consumers in Taiwan area using professional baseball websites to develop online shopping as the research subjects. “Questionnaire of Study on Professional Baseball Website-based Online Consumer Motivation, Satisfaction and Behavior Intention in Taiwan Area” was used as the research tool, while research samples were collected through purposive sampling. Pearson correlation analysis, Canonical correlation analysis and Stepwise regression were applied to the data processing to gain an understanding of the connotation of cause and effect and to achieve the research objective. Findings from this questionnaire survey are:

1. It shows positive correlations between professional baseball website-based online consumer motivation and satisfaction in Taiwan area.

2. It has positive correlations between satisfaction and behavior intention of professional baseball websites in Taiwan area.

3. It shows positive correlations between the partial construct of professional baseball website-based online consumer motivation and behavior intention in Taiwan area.

4. Professional baseball website-based online consumer motivation and satisfaction in Taiwan area have positive influence on behavior intention.