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題名：企業識別系統、球隊認同感及球團形象對職業運動購票意願之影響--以國內某職業球團為例
書刊名：運動與遊憩研究
作者：陳欽雨 引用關係／張書豪／潘立諳
作者(外文)：Chen, Chin-yeu／Chang, Shu-hao／Pan, Li-an
出版日期：2014
卷期：9:1
頁次：頁95-117
主題關鍵詞：企業識別系統；球團形象；球隊認同感；購票意願；Corporate identification system；Ball-team image；Team identification；Purchase ticket intention
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(4) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:36
本研究以國內某職棒球隊為例，並以觀賞職棒的消費民眾為主要研究對象，進行問卷調查，分析球迷對球隊CIS之認知程度、球團形象、球隊認同感與購票意願之關連影響，並分析球隊認同感之中介效果，以及球團形象高低程度對CIS認知程度與購票意願間關係之調節效果。研究結果發現：一、企業識別系統對購票意願及球隊認同感均具有顯著的正向影響；且球隊認同感對購票意願具有顯著的正向影響；而球團形象亦對購票意願具有顯著的正向影響；二、球隊認同感在企業識別系統對購票意願具有部分的中介效果；三、球團形象在企業識別系統對購票意願之影響具有顯著的調節效果。最後，本研究根據實證結果提出管理意涵、實務與後續研究建議。
The research selects a native professional baseball team as study case and its fans as research audience to conduct a questionnaire survey on web. The purpose of current study is to explore the relationships among the degrees of cognition on corporate identification system (CIS), ball-team image, and team identification and purchase ticket intention. Besides, the study intends to examine the mediating effect of team identification and the moderating effects of ball-team image. The final results indicate that the degree of CIS cognition of fans positively affects team identification and purchase ticket intention, while team identification subsequently has positive effect on purchase ticket intention. Moreover, team identification can partially mediate the relationship between CIS cognition and purchase ticket intention. Furthermore, ball-team image can moderate the effect of CIS cognition on purchase ticket intention. Finally, based on the results, the study discusses the managerial implications and proposes some suggestions for practical application and further research.
期刊論文
1.Arnett, D. B.、Laverie, D. A.(2000)。Fan characteristics and sporting event attendance: Examining in attendance。International Journal of Sports Marketing and Sponsorship，2(3)，219-238。  new window
2.Kwon, H. H.、Armstrong, K. L.(2002)。Factors influencing impulse buying of sport team licensed merchandise。Sport Marketing Quarterly，11(3)，151-163。  new window
3.Fandos, C.、Flavain, C.(2006)。Intrinsic and extrinsic quality attributes loyalty and buying intention: Analysis for a PDO product。British Food Journal，108(8)，646-662。  new window
4.Han, J. K.、Schmitt, B. H.(1997)。Product-category dynamics and corporate identity in brand extensions: A comparison of Hong Kong and U.S. consumers。Journal of International Marketing，5(1)，77-92。  new window
5.Fink, J. S.、Trail, G. T.、Anderson, D. F.(2002)。An Examination of Team Identification: Which Motives Are Most Salient to Its Existence?。International Sports Journal，6(2)，195-207。  new window
6.Ramayah, T.、Lee, J. W. C.、Mohamad, O.(2010)。Green product purchase intention: Some insights from a developing country。Resources, Conservation, and Recycling，54(12)，1419-1427。  new window
7.Aydin, S.、Özer, G.(2005)。The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market。European Journal of Marketing，39(7/8)，910-925。  new window
8.Morwitz, V. G.、Steckel, H. J.、Gupta, A.(2007)。When do purchase intension predict sales?。International Journal of Forecasting，23(3)，347-364。  new window
9.Madrigal, Robert(2001)。Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship。Psychology and Marketing，18(2)，145-165。  new window
10.Wann, D. L.、Branscombe, N. R.(1990)。Die-hard and fair-weather fans: Effect of identification on BIRGing and CORFing tendencies。Journal of Sport and Social Issues，14(2)，103-117。  new window
11.Matsuoka, H.、Chelladurai, P.、Harada, M.(2003)。Direct and interaction effects of team identification and satisfaction on intention to attend games。Sport Marketing Quarterly，12(4)，244-253。  new window
12.Baron, R. M.、Kenny, D. A.(198612)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。  new window
13.Griffin, George(2002)。Image: It's all in the mind (That's why it drives sales)。Instant and Small Commercial Printer，21(8)，12-15。  new window
14.Melewar, T. C.、Jenkin, Elizabeth(2002)。Defining the corporate identity construct。Corporate Reputation Review，5(1)，76-90。  new window
15.Wann, Daniel L.、Branscombe, Nyla R.(1993)。Sports Fans: Measuring degree of identification with their team。International Journal of Sport Psychology，24(1)，1-17。  new window
16.Lam, Terry、Hsu, Cathy H. C.(2006)。Predicting behavioral intention of choosing a travel destination。Tourism management，27(4)，589-599。  new window
17.Dutton, Jane E.、Dukerich, Janet M.、Harquail, Celia V.(1994)。Organizational Images and Member Identification。Administrative Science Quarterly，39(2)，239-263。  new window
18.Porter, Michael Eugene、Kramer, Mark R.(2002)。The Competitive Advantage of Corporate Philanthropy。Harvard Business Review，80(12)，56-68。  new window
19.Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing，54(1)，27-41。  new window
20.Robertson, Thomas S.、Gatignon, Hubert(1986)。Competitive effects on technology diffusion。Journal of Marketing，50(3)，1-12。  new window
21.Belk, Russell W.(1988)。Possessions and the Extended Self。Journal of Consumer Research，15(2)，139-168。  new window
學位論文
1.何信賢(2007)。職棒球迷之球隊認同感對球隊母企業品牌的購買意願之影響(碩士論文)。朝陽科技大學。  延伸查詢new window
2.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
3.陳文貞(2005)。中華職棒球團形象定位之研究(碩士論文)。國立嘉義大學。  延伸查詢new window
4.張士哲(1994)。職業棒球市場區隔與球團形象定位之研究(碩士論文)。國立臺灣科技大學。  延伸查詢new window
5.許黛君(2005)。職棒球迷的認同感、產品認知與群體規範對贊助商產品的態度及購買意願影響之研究(碩士論文)。朝陽科技大學。  延伸查詢new window
圖書
1.林磐聳(2003)。企業識別糸統。台北：藝風堂出版社。  延伸查詢new window
2.Glenn, W. C.(1974)。Theory and practice, consumer behavior。Homewood, IL：Richard D. Irwin Inc.。  new window
3.Olins, W.(1990)。The wolff olins guide to corporate identity。London：The Design Council。  new window
4.Peter, J. P.、Olson, J. C.(2008)。Consumer behavior and marketing strategy。New York, NY：McGraw-Hill Irwin。  new window
5.Aaker, D. A.、Biel, A. L.(1993)。Brand Equity and Advertising: Advertising's Role in Building Strong Brands。Lawrence Erlbaum Associates。  new window
6.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
7.Schiffman, Leon G.、Kanuk, Leslie Lazar(2004)。Consumer Behavior。Upper Saddle River, New Jersey：Prentice-Hall。  new window
8.Hair, J. F.、Anderson, R. E.、Tatham, R.、Black, W. C.、Babin, B. J.(2010)。Multivariate Data Analysis with Readings。Prentice Hall International。  new window
圖書論文
1.Tajfel, H.(1978)。Social categorization, social identity and social compariso。Differentiation between social groups: Studies in the social psychology of intergroup relations。London：Academic Press。  new window
2.Wann, D. L.(2006)。The causes and consequences of sport team identification。Handbook of Sports and Media。Lawrence Erlbaum Associates, Inc.。  new window
3.Tajfel, H.、Turner, J. C.(1979)。An integrative theory of social conflict。Social psychology of intergroup relations。Monterey, CA：Brooks/Cole。  new window
4.Tajfel, Henri、Turner, John C.(1986)。The Social Identity Theory of Intergroup Behavior。Psychology of Intergroup Relations。Nelson-Hall。  new window
 
 
 
 
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