球隊形象、球隊認同及忠誠度對球隊再支持意願影響之研究

Abstract

本研究旨在探討義大犀牛隊其球隊形象、球隊認同及忠誠度對球隊再支持意願之預測能力，並探討三變項之因果關係。研究對象係中華職棒義大犀牛隊其位於台中、高雄之主場球迷，總計發放 500 份問卷，研究時間為 2013 年 3 月 18 日至 3 月 27 日，以問卷調查法瞭解義大犀牛隊之球隊形象、球隊認同與忠誠度之現況，並以敘述統計、多元逐步迴歸與邏輯斯迴歸進行統計分析，研究結果如下： 一、 義大犀牛球迷人口特性以學生與年輕族群、 28 歲以下、觀賞訊息來源為電視、大專校院教育程度與薪資水準在 10,000 元以下居多。 二、 球隊形象、球隊認同與忠誠度之現況均為「普通」至「非常同意」間，顯示三變項於球迷心中皆有良好認知。 三、 球隊形象對於球隊認同與忠誠度皆具有預測力，其中「球迷對球隊形象聯想」影響球隊認同與忠誠度最大。 四、 球隊認同對於忠誠度具有預測力。 五、 球隊形象與忠誠度皆正向影響再支持意願，其中主要預測因素分別為球迷對球隊形象聯想以及態度忠誠。 依據研究結果，如欲提升球迷對球隊之再支持意願，應首重球團於主球場所在區塊之特色經營，以正向影響球隊形象與忠誠度，並進而增加球隊整體經營效益。

The purpose of this study was to reveal the relations among team image, team identification, loyalty and team re-support intension in fans of EDA Rhinos. Five hundred questionnaires were sent during March 18 to 27, 2013. Descriptive statistics, multiple stepwise regression and logistic regression were used for data analysis. The results were stated as follows: 1. The main group of fans in EDA Rhinos was college graduated student less than 28 years old, TV as their view massage, and their monthly salary are below NT 10,000 dollars. 2. The point of team image, team identification and loyalty were brightly higher than average in this study. 3. Team identification and loyalty could be well predicted by team image. 4. Team identification was the best predictor for loyalty. 5. Team image and loyalty affect re-support intension positively, and team image and loyalty are main predictors. According to the results, EDA Rhinos should strengthen the characteristic management of home court, as the emotion connection would positively affect team image and loyalty, there will be a beneficial impact on whole management.