Publication:

職棒球迷對於球隊與母企業認同之差異性研究－以興農牛、LA NEW熊為例

球迷對母企業的認同與支持，是企業經營球隊的核心價值所在。本研究目的在探討職棒球迷對球隊及母企業的認同程度之差異性及其影響因素，採問卷調查為資料收集的方法，以台中主場興農牛隊球迷及高雄縣澄清湖主場La New熊隊球迷為研究對象，發放620份問卷，回收有效問卷556份。經因素分析，球隊認同因素分為「球星魅力與戰績」、「球隊與球迷互動」、「球技精神表現」、「球隊與地緣關係」，母企業認同因素分為「母企業之球隊經營管理」、「母企業商品與服務」。採單因子變異數分析、MANOVA分析、相依樣本T檢定、Duncan事後比較等資料處理方法，所得結論與發現為：1、牛迷對球隊認同傾向「認同」，對母企業認同傾向「普通」；熊迷對球隊與母企業認同皆傾向「認同」。2、牛迷的球隊認同高於母企業認同；熊迷的球隊與母企業認同則較一致。3、熊迷不論球隊與母企業認同皆高於牛迷。4、職棒運動不再侷限於男性觀眾。

針對結果做出研究建議，提醒企業經營球隊時，也能注意球迷態度的經營，了解球迷需求，重視球迷的心聲與意見，球迷是球團最大的資產，在管理經營上更應謹慎小心，球迷對企業的認同與支持，正是企業經營球隊的意義所在。

The purpose of the study is to investigate the difference between fans’ of identification forward team and enterprise for professional baseball and the influence factor. It is evident that fans’ support and identification are the core value of all enterprises. The questionnaire survey and the interview methods have been used to collect the data. The subjects are Sinon Bulls fans in Taichung stadium and La New Bears fans in Kaohsiung stadium. Of the 620 distributed questionnaires, in which 556 were viewed as valid. By factor analysis, the factors of team identification are “players’ charming and result”, “team and fans’ interaction”, “performance and morale” and “team and franchise”; the factors of enterprise commitment are “management of team ” and “merchandise and service”. Then the data were analyzed by ANOVA, dependent samples t-test, MANOVA, Duncan post hoc. The results can be briefly listed as the following: 1. Bulls’ fans are forward “identification” in team factors, forward “common” in enterprise factors; Bears’ fans are both forward “identification” in these factors. 2. Bulls’ fans have higher level in the team identification than enterprise; Bear’s fans are the same. 3. Both Bull and Bear’s fans, they identify team. But Bulls’ fans have lower commitment level in enterprise than Bears’ fans. 4. Professional baseball games are not only for male, but female.

By result, have the several suggestions for manager to remind of making the most of fans’ attitude, awaking to requirement and opinion when they operate the team in the future. Fans are the most assets and identification is the point for enterprise to operate.