臺灣職業籃球聯盟現場觀眾品牌共鳴、滿意度與行為意圖之研究

Abstract

本研究指在探討臺灣職業籃球聯盟觀眾品牌共鳴、滿意度與行為意圖之關係，以臺灣目前兩個職業籃球聯盟—P. League+與 T1 League 之現場觀眾做為研究對象。本研究 以立意抽樣方式進行問卷調查，共回收有效樣本 516 份，以描述性統計分析、內部一致 性信度分析、獨立樣本 t 檢定、單因子變異數分析以及皮爾森積差相關分析對回收樣本 進行資料處理與分析。研究發現如下: 一、臺灣職業籃球聯盟之現場觀眾以男性，21~30 歲，教育程度為大專院校且居住在北部地區之學生為主。在婚姻狀況上多為單身未婚，且本賽季聯盟賽事觀看次數多為10 場以下。 二、不同性別、年齡與教育程度之現場觀眾在品牌共鳴上呈現顯著差異。 三、不同性別與教育程度之現場觀眾在滿意度上呈現顯著差異。 四、不同性別、年齡與教育程度之現場觀眾在行為意圖上呈現顯著差異。 五、品牌共鳴、滿意度與行為意圖間呈現顯著正相關。因此，本研究建議未來聯盟方可針對女性與青年族群加強宣傳與行銷，並在維持既 有滿意度情況下持續提升觀眾與消費者對聯盟品牌的滿意度，讓聯盟品牌成為觀眾與消 費者間的第一選擇，以利未來聯盟的永續經營。

This study aimed to the relationships among spectator’s brand resonance, satisfaction and behavioral intentions of professional basketball leagues in Taiwan. The study was done with 516 valid questionnaires completed by spectators of two professional basketball leagues, which are P,League+ and T1 League. Based on the descriptive statistical analysis, t-test, one-way ANOVA, and correlation analysis, the results were as follows: The majority of spectators were male, age of 21~30, college-educated, living in northern Taiwan, unmarried and still student. And the games they’ve watched in the court in this season were mostly under 10. Besides, there were differences among spectators’ demographics on the brand resonance, satisfaction, and behavioral intentions. Also, there were highly correlated relationship among the brand resonance, satisfaction, and behavioral intentions. According to the result if this study, the professional basketball leagues managers were suggested to reinforce the marketing strategies with female and the young. And while maintaining the satisfaction that spectators felt, continuing strengthen the feeling of satisfaction from spectators and consumers to the brand. Making the league becomes the first choice to the spectators and consumers, and being beneficial to conduct the operation of the leagues in the future.