建構職業運動球迷品牌愛、追隨力及忠誠度之研究

Abstract

本研究旨在建構並驗證球迷品牌愛及追隨力量表，並分析品牌愛、追隨力及忠誠度之關係情形。本研究共分兩階段，於質性研究深度訪談11位球迷，利用紮根理論從中萃取球迷品牌愛與追隨力之初步構面，另進行修正式德菲法修編量表之題項內容。第二階段為量化驗證分析階段，經項目分析、探索性因素、驗證性因素分析後顯示，球迷品牌愛與追隨力兩量表具有良好信效度，最後以立意取樣方式，抽取450位中華職棒現場觀眾做為對象以蒐集研究資料。主要研究結果如下： 一、職業運動球迷品牌愛量表包含產品品質 (看板球星、球團及母企業形象) 、激情驅使行為 (激情參與、投資意願) 、存在意義 (自我認同、共同回憶製造) 及情感連結 (正向情緒、負向情緒、長期關係維持) 四構面，共28題。 二、職業運動球迷追隨力量表包含行為 (積極參與、獨立思考) 、能力 (個人外在條件、球賽鑑賞) 、互動的心理滿足 (自我存在價值、情感依附) 及刺激 (外在刺激、內在刺激) 四構面，共28題。 三、「年齡」、「支持球隊時間」、「現場觀賽年資」、「是否參加會員」是影響球迷品牌愛、追隨力與忠誠度的重要因素。 四、品牌愛、追隨力與忠誠度呈現正向相關。品牌愛之「長期關係維持」以及追隨力之「內在刺激」分別對忠誠度的預測力最大 (解釋變異量皆為48%)。 提升球迷之品牌愛與追隨力，能強化其忠誠度，欲深化球迷忠誠度應多從球迷心理層面著手，強化球隊與球迷長期關係的互動與經營、提高球迷追隨球隊時所感知的內在刺激，皆能促使球迷在行為與態度上更為忠誠。

The purpose of this study was constructing and testing the brand love and followership scales of professional sport fans, and explored the relationships among brand love, followership, and loyalty. This study has two steps: first, collected qualitative data by interviewed 11 sport fans, and extracted the factors of brand love and followership by grounded theory. Besides, modified delphi method was used to revising the scales. Second, after item-analysis, exploratory factor analysis, and confirmatory factor analysis, it showed that these two scales have good reliability and validity. Finally, The 450 samples were collected by questionnaires through purposive sampling targeting spectators of Chinese professional baseball league. Results were as follows: 1) Scale of professional sports fans’ brand love was composed of “product quality” (star player and image of team and enterprise), “passion-driven behaviors” (passionate participation and willingness to invest resources), “existential meaning” (self-identity and memory made), and “emotional connection” (positive emotion, negative emotion, and long-term relationship), 28 items. 2) Scale of professional sports fans’ followership was composed of “behaviors” (active engagement and critical thinking), “capability” (personal conditions and game appreciation), “interaction mentality satisfaction” (self-existential value and emotional attachment), and “excitement” (intrinsic and extrinsic), 28 items. 3) “Age”, “team supporting time” “game watching time” and “team member” were important factors to effecting fans’ brand love, followership, and loyalty. 4) Brand love, followership, and loyalty were positive related. “Long-term relationship” could validly predict 48% of the variance in fans’ loyalty, and “intrinsic rewards” as well. According to the result, it will be helpful to increase stronger fans’ loyalty by intensifying brand love and followership. Even more, in order to enhance fans’ attitudinal and behavioral loyalty, it should pay more attention on fans’ mentality, intensify the interactional relationship between the team and its fans, and improve fans’ intrinsic rewards when they follow their team.