中華職棒球迷對於桃園國際棒球場之服務品質與球隊認同、購買意願關係之研究－以Lamigo桃猿隊為例

Abstract

本研究主要探討中華職棒球迷對於Lamigo球團經營桃園棒球場之服務品質與球隊認同與購買意願之的關係，以桃園棒球場觀看職棒賽事的現場球迷為研究對象，共得有效樣本514份，並採用服務品質量表、球隊認同量表、購買意願量表與人口統計變項為問卷工具，根據所得資料，以描述性統計、因素分析、單因子變異數分析、皮爾森積差相關分析、多元迴歸分析等統計方法進行統計分析，得到以下結論: 一、人口統計變項方面: 「Lamigo桃猿隊」的支持者為四隊最多；目標客群為有消費力的工商業人士占了近35%。 二、不同人口背景變項在球場服務品質評價上差異情形為: 不同性別、年齡、教育程度和觀賽次數在「服務人員的表現」因素構面有差異；不同教育程度、觀賽次數與支持球隊在「球場內的表演活動」因素構面有差異；不同教育程度、觀賽次數與支持球隊在「硬體設備與週邊商品」因素構面有差異；不同觀賽次數與支持球隊在「購票與驗票經驗」因素構面有差異；不同性別、觀賽年資與支持球隊在「價格合理性」因素構面有差異；不同性別、年齡、職業、教育程度與支持球隊在「停車與球場西曬問題」因素構面有差異；不同觀賽年資、觀賽次數與支持球隊在「球場的設計與經營」因素構面有差異。 三、球場服務品質與Lamigo桃猿隊之認同程度呈現中度正相關，且除了「購票與驗票經驗」、「停車與球場西曬問題」外，其餘5個構面皆顯著預測球隊認同。 四、球場服務品質與購買意願呈現中度正相關，且除了「停車與球場西曬問題」外，其餘6個構面皆顯著預測購買意願。The purpose of this study was to understand the relationship among the baseball filed’ service quality, team identification and purchase intention. The sample was selected from Taoyuan International baseball Stadium and . The method adopted in this study was questionnaire survey. The study acquired 514 valid questionnaires which were analyzed by descriptive statiscs, factor analysis, t-test, one way ANOVA, Pearson Product-momemt Correlation and Multiple Regression. The main finding of this study were: 1. Lamigo Moneky was supported by most ofthe spectator in the stadium. The target customers for the Lamigo Monkey is the people who are doing commercial and industrial. 2. Deviation of different background variables of spectator’s actual feeling of service quality: different gender, age, education and visit time in performance of service personnel has significant difference, different education , visit time and support team in the performance shown in the stadium has significant difference, differnet education, visit time and support team in hardware and merchandise has significant difference, different visit time and support team in buying ticket and recount experience has significant difference, different gender, the year of watching baseball and support team in price rationality has significant difference, different gender, age, education and support team in parking and sunset problem has significant difference, different year of watching baseball, visit time and support team in the design and management of the stadium has significant difference. 3. There are moderate positive correlations between the service quality of the baseball stadium and the Lamigo identification. Besides, except the buying ticket and recount experience, parking and sunset problem dimensions from the service quality，the other five dimensions can predict the Lamigo identification. 4. There are moderate positive correlations between the service quality of the baseball stadium and the purchase intention. Except the parking and sunset problem dimensions from the service quality, the other can predict the purchase intention.