以觀賞者基礎品牌權益模式探討Lamigo桃猿隊品牌權益對忠誠度之研究

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2017

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  本研究主要在探討Lamigo桃猿隊觀賞者品牌權益對球隊忠誠度之預測關係,並瞭解Lamigo桃猿隊球迷之人口統計資料,球迷對Lamigo桃猿隊觀賞者品牌權益與球隊忠誠度之態度,以及觀賞者品牌權益之品牌忠誠度與品牌聯想兩構面間之相關性。研究對象為2016年球季Lamigo桃猿隊之球迷,以網路問卷調查進行資料蒐集,回收有效問卷394份。使用描述性統計、t考驗、單因子變異數分析、Pearson績差相關以及多元逐步迴歸等統計方式進行資料處理,結果發現: 一、Lamigo桃猿隊球迷以男性居多、年齡多集中30以下、教育程度以大專為主、個人每月平均收入多在20,000元以下、職業以學生較多。 二、球迷對Lamigo桃猿隊球迷持有正向的觀賞者基礎品牌權益及球隊忠誠度。 三、不同性別、年齡、教育程度、個人每月平均收入、職業之Lamigo桃猿隊球迷在觀賞者基礎品牌權益及球隊忠誠度無顯著差異。 四、品牌知名度與品牌聯想具有高度相關性,其中以「內化與球迷社會互動」之相關程度最高。 五、認同、球團組織屬性、團隊特質、球隊成就能有效預測態度忠誠。內化、認同、球迷社會互動、主場、隊徽能有效預測行為忠誠。   依據研究結果,如欲提升球隊忠誠度,應透過品牌知名度與品牌聯想各構面之相關性,首重升球迷認同與內化。建議國內球團可與地方政府或企業合作推展屬地主義,並探討觀賞者品牌權益與其他相關變項之研究。
The purpose of this study was to investigat the relations between the spectator-based brand equity (SBBE) and the team loyalty among the fans of Lamigo Monkeys and to find out the population structure, the attitude of the fans to SBBE and team loyalty, and the correlation between the 2 facets of SBBE: brand awareness and brand association. The participants of the study were the fans of Lamigo Monkeys in 2016 season. There were 394 effective responses obtained by the internet survey. Descriptive statistics, t-test, one-way ANOVA, Pearson product-moment correlation, and multiple stepwise regression were used for data analysis. The results were stated as follows: 1.The main groups of fans in Lamigo Monkeys were male, less than 30 years old, college graduated, monthly salary are below NT 20,000 dollars, and students. 2.The point of SBBE and team loyalty were brightly higher than average in this study. 3.There was no remarkable difference in gender, age, educational background, monthly salary, and career in the SBBE and the team equity. 4.A high correlation was found between brand awareness and brand association. The correlation of “Internalization& Social Interaction” was the highest scored. 5.Attitudinal loyalty could be well predicted by identification, organizational attributes, team play, team success; Behavioral loyalty could be well predicted by internalization, identification, social interaction, stadium, brand mark. Based on the results, Lamigo Monkeys should strengthen the identification and internalization by building the correlations of each item in brand awareness and brand association, to enhance the team loyalty. It is suggested that the teams could develop the territorialism with the local government and other corporation and to probe more into the SBBE with other variables.

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職業棒球, 品牌權益, 忠誠度, professional baseball, brand equity, loyalty

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