兄弟象球迷後援會成員涉入程度與滿意度相關之研究-以大台北地區成員為例
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2005
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棒球是國人最喜愛從事運動之一，也是觀賞比例最高的運動競賽。而國內職棒球迷最支持、也是球迷人數最多的即是兄弟象隊，目前更以組成球迷後援會的方式，力挺球隊的各種運作。目前國內並無針對參與後援會之球迷進行研究，尤其在涉入程度及滿意度方面，然此對於各球團經營與行銷，其實是相當重要的指標。為求實用上的連結與提供預測之參照指標，實有迫切開發相關研究之需要。
依據上述動機，本研究以大台北地區兄弟象球迷後援會成員為研究對象，採用自編之「兄弟象球迷後援會成員涉入程度與滿意度量表」，並利用問卷調查法進行資料蒐集，最後再使用描述性統計、t檢定、單因子變異數分析與皮爾遜積差相關等統計方法進行分析，共獲得以下之研究結果：
一、兄弟象球迷後援會成員在職業別方面以大專以上學生居多，尤其是20-29歲
之女性（約佔六成）成員，在平均月收入多集中於3萬以下，共約計佔六成。
二、不同人口統計學變項之兄弟象球迷後援會成員其涉入程度之差異比較，僅在
「性別」、「教育程度」及「職業」等面向有達到顯著差異。
三、不同人口統計學變項之兄弟象球迷後援會成員其滿意度之差異比較，僅在「教
育程度」面向呈現顯著差異。
四、兄弟象球迷後援會成員在涉入程度與滿意度確有顯著正向關係存在。
針對上述研究成果，提出以下之建議：
一、對於兄弟象棒球隊之建議：
在球迷後援會成員部分，可進一步開發男性以及中高年齡層之潛在成員；而在球迷後援會活動上方面，則多加辦理相關後援會之活動，並增加提供棒球相關事務的資訊管道。
二、對後續研究之建議：
在研究對象方面，可擴大研究對象，並深入探討造成研究對象滿意度差異的原因；在研究方向部分，可加入質性研究，或納入不同的研究變項，以擴大後續研究之面向。
Baseball game is one of the favorite sports of Taiwanese. It also has the most audiences among all of the sports in Taiwan. Brother Elephant baseball team right now is the most popular one and has the most and supportive fans. Further more, these fans assemble fan’s clubs to stand for their team. Right now there are no any studies on baseball team’s fan club, especially on involvement and satisfaction. However their connection can be important indicator for baseball team’s operation and marketing. To excavate reference indicator to connect practice and theory, practical and related study is necessary. According to the motivation above, the objects of this study were the members of Brother Elephant baseball team’s fans club in Taipei area. This study designed a valuation sheet named “the valuation sheet of involvement and satisfaction for members of Brother Elephant Club’s fans reinforcement club”, and gather information by questionnaire, and do the analysis using descriptive statistics, t-test, one-way ANOVA and Pearson’s Product-moment Correlation…etc. The result of this study is as the following: I. Most of the members of Brother Elephant Club’s fans reinforcement club are the students of colleges (or above), especially the 20-29 year-old female (around 60%), and the average monthly income is under NT$30,000; (totally are 60%). II. For the difference of involvement between the members of Brother Elephant club’s fans reinforcement club with different demography variables, the remarkable difference only appears on “sex”, “education” and “occupation”. III. For the difference of satisfaction between the members of Brother Elephant club’s fans reinforcement club with different demography variables, the remarkable difference only appears on “education”. IV. For the involvement and satisfaction of the members of Brother Elephant club’s fans reinforcement club, the remarkable positive relationship exists. According to the result of the study mentioned above, the author concludes the suggestions as following: I. Suggestions for the Brother Elephant baseball team: For the members of Brother Elephant Reinforcement Fans' Club, they can develop potential male and elder members; For the activities of Brother Elephant Reinforcement Fans' Club, they will have to hold more activities and provide more information for those related to the reinforcement club on baseball issues. II. Suggestions for the follow-up study: In the part of the follow-up of study. At first, they can try to enlarge the objectives of studies inorder to find out the different satisfaction factors from the objectives. Secondly, they can try to add qualitative research and increase different variables in their studies.
Baseball game is one of the favorite sports of Taiwanese. It also has the most audiences among all of the sports in Taiwan. Brother Elephant baseball team right now is the most popular one and has the most and supportive fans. Further more, these fans assemble fan’s clubs to stand for their team. Right now there are no any studies on baseball team’s fan club, especially on involvement and satisfaction. However their connection can be important indicator for baseball team’s operation and marketing. To excavate reference indicator to connect practice and theory, practical and related study is necessary. According to the motivation above, the objects of this study were the members of Brother Elephant baseball team’s fans club in Taipei area. This study designed a valuation sheet named “the valuation sheet of involvement and satisfaction for members of Brother Elephant Club’s fans reinforcement club”, and gather information by questionnaire, and do the analysis using descriptive statistics, t-test, one-way ANOVA and Pearson’s Product-moment Correlation…etc. The result of this study is as the following: I. Most of the members of Brother Elephant Club’s fans reinforcement club are the students of colleges (or above), especially the 20-29 year-old female (around 60%), and the average monthly income is under NT$30,000; (totally are 60%). II. For the difference of involvement between the members of Brother Elephant club’s fans reinforcement club with different demography variables, the remarkable difference only appears on “sex”, “education” and “occupation”. III. For the difference of satisfaction between the members of Brother Elephant club’s fans reinforcement club with different demography variables, the remarkable difference only appears on “education”. IV. For the involvement and satisfaction of the members of Brother Elephant club’s fans reinforcement club, the remarkable positive relationship exists. According to the result of the study mentioned above, the author concludes the suggestions as following: I. Suggestions for the Brother Elephant baseball team: For the members of Brother Elephant Reinforcement Fans' Club, they can develop potential male and elder members; For the activities of Brother Elephant Reinforcement Fans' Club, they will have to hold more activities and provide more information for those related to the reinforcement club on baseball issues. II. Suggestions for the follow-up study: In the part of the follow-up of study. At first, they can try to enlarge the objectives of studies inorder to find out the different satisfaction factors from the objectives. Secondly, they can try to add qualitative research and increase different variables in their studies.
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Keywords
兄弟象球迷後援會, 涉入程度, 滿意度, brother elephant fans reinforcement club, involvement, satisfaction