政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/64266
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 50966900      在线人数 : 932
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/64266


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/64266


    题名: 中華職棒現場觀眾市場區隔之研究
    其它题名: A Segmentation Study of Chinese Professional Baseball League Spectators
    作者: 洪順慶;張恩欣
    Horng, Shun-Ching;Chang, An-Hsin
    贡献者: 企管系
    关键词: 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
    日期: 2010-06
    上传时间: 2014-02-26 16:35:21 (UTC+8)
    摘要: 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.
    關聯: 戶外遊憩研究, 23(2), 25-51
    数据类型: article
    显示于类别:[企業管理學系] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    2551.pdf2252KbAdobe PDF2923检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈