Publication:

球隊認同感、滿意度對忠誠度影響之研究─以臺灣NBA球迷為例

本研究主要目的在於瞭解不同人口背景變項之NBA球迷在球隊認同感、滿意度與忠誠度的現況及差異情形，並探討球隊認同感是否對滿意度與忠誠度有影響。本研究以問卷調查方式，並以NBA2012-2013球季台灣各地區觀眾為研究對象，採便利抽樣方式進行。研究工具以「球隊認同感」、「滿意度」、「忠誠度」等量表進行資料蒐集，資料分析則採用描述性統計、項目分析、因素分析、信度分析、單因子變異數分析、單因子多變量變異數分析、路徑分析等統計方法進行資料處理。研究結果發現：不同人口背景變項在球隊認同感、滿意度及忠誠度上部分達顯著差異；球隊認同感對滿意度、滿意度對忠誠度、球隊認同感對忠誠度具有正向影響；而球隊認同感也會透過滿意度間接影響忠誠度。

This study aimed to understand the relationships among the team identity, satisfaction and loyalty of different kinds of NBA fans and to compare the differences of demographic variables on manipulated variables. Then it explores whether the team identity influences the satisfaction and loyalty. Subjects of the study are NBA fans during 2012 and 2013. To collect data, the convenience sampling was conducted. The scale dimensions include the "identity", "satisfaction" and "loyalty". The data was then computed by descriptive statistics, item analysis, factor analysis, reliability analysis, ANOVA analysis, single-factor multivariate analysis of variance, analysis and other statistical methods for data processing path. The results showed that there are significant differences between demographic variables on team identity, satisfaction and loyalty; team identity has positive impact on satisfaction; satisfaction has positive impact on loyalty; team identity has positive impact on loyalty. The team identity also indirectly affects the Loyalty through Satisfaction.