臺南市民地方認同、主場經營、球隊認同對購買意願影響研究-以職棒統一獅為例
Abstract
本研究目的希望由地方認同、主場經營、球隊認同對臺南市民購買統一獅球票或商品意願之影響，了解統一獅經營臺南市主場之成效。本研究以「滾雪球抽樣」與「便利取樣」方式於2010年4月間在臺南市區取得有效問卷418份。將所取得資料利用描述性統計、獨立樣本ｔ檢定、單因子變異數分析、皮爾森積差相關、多元迴歸分析後，研究結果顯示：
1.市民對臺南市存在高度地方認同，對統一獅主場經營抱持正面認同態度，但球隊認同感與購買意願較低。
2.居民對主場經營認同、球隊認同與購買意願因不同人口統計變項：性別、年齡、婚姻狀態、職業、收入、居住時間存在顯著差異。
3.球隊認同、主場經營認同與購買意願間呈現高度正相關。
地方認同與球隊認同、主場經營認同與購買意願間僅存在低度相關。。
4.迴歸分析顯示，市民對統一獅主場經營認同程度在購買意願上有最高預測能力。地方認同對購買意願不具顯著預測力。
根據上述研究結果，本研究認為雖然地方認同對購買意願無影響力的現象無法完全表彰統一獅在臺南主場的經營成效，主場經營仍對臺南市民購買意願具顯著正面影響，因此統一獅隊若欲增加主場票房，仍須努力擴大目標市場，與地方政府、媒體或球場周邊商家合作。
The purpose of this study was to understand the effectiveness of Uni-President Lions’ franchise in Tainan City by researching the impact of Tainan Citizens’ identification on city, sport franchise, and team on their purchase intention toward Lions home game and products. A total of 418 valid questionnaires were obtained by snowball-sampling and convenient-sampling during April, 2010 at Tainan City. Descripctive statistics, independent t-test, and one-way ANOVA, Pearson correlation and regression analysis were utilized for data analysis, the results were as follows: 1. Citizens hold strong place identification toward Tainan city, and also a positive attitude toward the Lions’ franchise, while their team identification and purchase intention on the Lions were relatively low. 2. Level of identification on Lions franchise, team identification and purchase intention had significant difference with the citizens' demographic variables, including gender, age, marriage, occupation, income, and how long they live in Tainan. 3.There are strong correlations between franchise identification, team identification and purchase intention. Place identification only has low correlations with three other variables. 4. Regression analysis revealed that citizens identification level on Lions franchise has the strongest prediction ability on purchase intention, while place identification don’t have any significant impact. Based on above results, this study confirms although the fact that place identification has no impact on purchase intention limited Lions’ success in Tainan , franchise marketing did have significant positive impact on Tainan citizens’ purchase intention. So in order to lure more fans to the home ballpark, Lions still have to expand their targeting market, cooperating with local government, media, and stores around neighbor.
The purpose of this study was to understand the effectiveness of Uni-President Lions’ franchise in Tainan City by researching the impact of Tainan Citizens’ identification on city, sport franchise, and team on their purchase intention toward Lions home game and products. A total of 418 valid questionnaires were obtained by snowball-sampling and convenient-sampling during April, 2010 at Tainan City. Descripctive statistics, independent t-test, and one-way ANOVA, Pearson correlation and regression analysis were utilized for data analysis, the results were as follows: 1. Citizens hold strong place identification toward Tainan city, and also a positive attitude toward the Lions’ franchise, while their team identification and purchase intention on the Lions were relatively low. 2. Level of identification on Lions franchise, team identification and purchase intention had significant difference with the citizens' demographic variables, including gender, age, marriage, occupation, income, and how long they live in Tainan. 3.There are strong correlations between franchise identification, team identification and purchase intention. Place identification only has low correlations with three other variables. 4. Regression analysis revealed that citizens identification level on Lions franchise has the strongest prediction ability on purchase intention, while place identification don’t have any significant impact. Based on above results, this study confirms although the fact that place identification has no impact on purchase intention limited Lions’ success in Tainan , franchise marketing did have significant positive impact on Tainan citizens’ purchase intention. So in order to lure more fans to the home ballpark, Lions still have to expand their targeting market, cooperating with local government, media, and stores around neighbor.
Description
Keywords
地方認同, 球隊認同, 主客場制度, 購買意願, Place identification, team identification, sports franchise, purchase intention