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題名：中華職棒現場觀眾市場區隔之研究
書刊名：戶外遊憩研究
作者：洪順慶 引用關係／張恩欣
作者(外文)：Horng, Shun-ching／Chang, An-hsin
出版日期：2010
卷期：23:2
頁次：頁25-51
主題關鍵詞：職業棒球；態度忠誠度；行為忠誠度；市場區隔；Professional baseball；Attitudinal loyalty；Behavioral loyalty；Market segmentation
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(7) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:155
  • 點閱點閱:43
職業棒球是最令國人矚目的觀賞性運動服務之一，職棒球隊不只是運動球隊，而且是一種營利事業，必須有足夠的觀眾票房才能生存與發展。球隊必須瞭解觀眾消費的態度與意圖，並以此基礎擬定行銷策略來吸引與維持顧客。本研究從全國六個職棒球場取得的767份有效樣本，透過職棒現場觀眾在職棒場地品質、品牌形象、滿意度和忠誠度構面的衡量，並利用驗證性因素分析和集群分析來進行職棒觀賞市場之區隔。本研究發現職棒現場觀眾可區分成四種類型，不同類型觀眾在對職棒場地品質、品牌形象、滿意度、態度忠誠度和行為忠誠度有顯著的差異，亦有明顯不同的人口結構和消費行為。本文對此四個區隔市場分別提出特性說明與具體行銷策略，以做為球隊經營者在市場區隔與經營管理之參考。
Professional baseball is one of the most popular spectator sports in Taiwan. Professional baseball teams are not only sports teams, but profit-making businesses. Game attendance number is crucial to their survival and growth. Therefore, it is imperative to understand spectators\\\' consumption attitudes and intentions, and employ the knowledge in formulating marketing strategy to attract and maintain customers. By using confirmatory factor analysis and cluster analysis, a sample of 767 game-goers was segmented into four distinct groups based on their attitudes and perceptions of the sport team\\\'s physical environment quality, brand image, satisfaction and loyalty. The results also show that these four segments are different on their demographic and consumption behavioral variables. The article concludes with marketing implications of research findings and suggestions for future research.
期刊論文
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會議論文
1.王慶堂、游松治、廖志軒(2005)。台中職業棒球場設施環境現況調查與用後評估研究5，119-132。  延伸查詢new window
學位論文
1.陳全煌(2008)。中華職棒球隊品牌形象與球迷忠誠度之研究(碩士論文)。國立臺南大學，臺南市。  延伸查詢new window
2.余雅玲(2005)。台灣職棒球團主場經營之運動行銷策略之研究(碩士論文)。玄奘大學。  延伸查詢new window
3.吳曉雯(2002)。影響職棒球迷選擇支持球隊的因素及其與忠誠度、滿意度的關係(碩士論文)。國立體育學院。  延伸查詢new window
4.李允仁(2003)。球隊認同對觀眾滿意度與忠誠度影響之研究，台北。  延伸查詢new window
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6.陳文貞(2004)。中華職棒球隊形象定位之研究，嘉義。  延伸查詢new window
圖書
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