Publication:

棒球迷顧客滿意度、球隊認同感對態度忠誠影響之研究

本研究以Jacoby and Chestnut (1978) 品牌忠誠模型為基礎，探討棒球迷顧客滿意度、球隊認同感對態度忠誠的影響關係，主要目的在於瞭解職棒球迷之基本結構現況及球迷對運動授權商品滿意度、球隊認同感及態度忠誠構面之影響關係。因此，本研究著重在於辨識棒球迷對運動授權商品態度忠誠、顧客滿意度及球隊認同感之程度。研究的結果證實了Jacoby and Chestnut (1978) 對於態度忠誠階段的研究，其中包括態度忠誠的發展過程。

本研究以 2011 年 7 月 6 日至 7 月 7 日中華職棒台南場及台中場現場棒球迷為研究範圍，共發放 764 份，回收有效問卷 706 份，回收率達 92.4%。回收問卷利用項目分析、因素分析、單變量變異數分析、路徑分析、描述統計，經由SPSS12.0 for Windows套裝軟體進行統計，所得知結果如下。

一、職棒球迷中以男性、年齡 21-30歲、教育程度為專科/大學、月收入 17,000含以下、學生、統一獅之球迷及有購買過授權商品的居多。

二、不同人口背景變項職之棒球迷對球隊認同感、顧客滿意度、品牌認知忠誠、品牌情感忠誠、品牌意圖忠誠有部分顯著差異。

三、路徑分析中，球隊認同感對顧客滿意度影響之路徑係數為 (0.552) 最高；最低的是球隊認同感對品牌情感忠誠 (0.162)。

本研究根據實證結果對運動授權商品未來行銷方式及相關領域之學術研究提供具體建議。

Based on the Brand Loyalty Model developed by Jacoby and Chestnut (1978), this study discusses the relevance between customer satisfaction of sport authorized product, attitude loyalty and team identification. The main purpose of this study was to understand the relationship between the professional baseball fans at present, customer satisfaction of sport authorized product, team identification and attitude loyalty. Therefore, this study pays great attention in identify the degree of identification of baseball fans in the attitude loyalty of sport authorized product, customer satisfaction and team identification.

In this study, fans spectating CPBL games at Tainan and Taichung baseball Field taking place from 2011.07.06 to 2011.07.07 were selected as subjects, 732 questionnaires were distributed while 706 questionnaires were valid respond corresponding a 92.4% of return rate. The collected data were then computed by SPSS 12 for Window with descriptive analysis, intem analysis, factor analysis and path analysis. The results of this study confirmed the attitude loyalty model proposed be Jacoby and Chestnut (1978) and shows:

1.In professional baseball fans, most of them are male, students, ages between 21 to 30, with college/university background and monthly income below NT$ 17,000. Most of Uni-Lion fans had licensing product purchase experience.

2.There are significant difference among team identity, customer satisfaction and loyalty on fans demographic variables.

3.In path analysis, all studied variables are significantly correlated.

Based on the empirical process of this study, the findings of this study, hopefully, can be referred by the related studies and sport organization for future marketing strategy.