誠泰銀行經營職棒球隊之效益評估研究

Abstract

職棒球團之經營對職棒發展有決定性之影響，其中，誠泰銀行在2003年成立「誠宇育樂行銷股份有限公司」，正式加入中華職棒的行列，而所謂在商言商，企業團體投入大量財力與物力之餘，也必須獲得相對的回饋。有鑑於此，本研究擬以誠泰銀行為研究主體，藉由網路問卷調查與電話訪問等研究方式，深入分析一般民眾與棒球關心者對職棒球隊母企業之認知效益關係，用以評估母企業經營職棒球隊之效益，為職棒經營體系作一檢測工作，希冀提供職棒球團企業經營管理之參考，並對國內職棒運動的發展有所助益。主要發現如下： 一、目前國內職棒消費者仍以男性、年齡介於21∼30歲、大專校院以上程度為主群體。 二、受訪者對職棒運動均抱持正面態度，而實際參與程度偏低。 三、一般民眾中有三成受訪者不知悉誠泰銀行經營職棒球隊，而能夠正確辨識誠泰銀行之受訪者，對母企業之認知效益顯著高於不能正確辨識者。 四、整體而言，對職棒運動涉入較深之球迷對母企業之認知效益顯著高於一般民眾；而兩種受訪者對母企業之認知效益均以形象認知得分最高，喜好程度次之，而購買意願最低。 五、在各影響變項中，以性別、年齡、辨識能力、對職棒運動涉入程度與母企業之認知效益評價達顯著差異（p<.05）。 企業參與職棒球隊之經營將有助於提升消費者對該企業的正面態度，建議職棒經營者未來應致力提高職棒運動之知名度，加強一般民眾對職棒運動之認識，並注重女性與年輕消費者之市場、持續經營參與度高之球迷，若能加強母企業商品與球隊之連結，方能有效提高球迷對母企業產品之購買意願。

The purpose of this study was to determine whether or not spectators’ perceived image, attitude and purchase behavior of a corporation and its products were enhanced due to the possession of a professional baseball team. The study took MACOTO BANK as the case. The researcher investigated 324 people in Taiwan via telephone interviews and 620 fans of the COBRAS through internet questionnaires. The results are as follows: 1. The majority of spectators were the male college students aged 21-30. Analysis on their behaviors supports the fact that most of them favored the professional baseball sport. This attitude, however may not translate into participation behaviors in reality. 2. There were about 70 percent of the telephone interviewees who were able to identify MACOTO BANK as MACOTO COBRAS’ parental company and they had a more positive attitude than those who were not able to. 3. The analysis on spectators’ opinions indicates that the fans of the professional baseball do have better attitudes toward MACOTO BANK than the public and both of them gave the highest grade to the corporate image, and the others were the affective and the purchase behaviors in order. 4. There were significant differences in different genders, age groups, recognition abilities and the degree of involvement in the professional baseball sport. Based on the results of the present study, the researcher suggests that professional baseball parental companies should put more effort to increase the awareness of professional baseball sport, to attract new fans, such as female and young audiences, and to maintain good relationship with the already existing fans.