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    題名: 明星球員與球團特性對球隊態度、滿意度及忠誠度之影響－以中華職棒La New熊隊為例
    作者: 張肇鐘
    貢獻者: 陳建維
    張肇鐘
    關鍵詞: 品牌忠誠度
    成分品牌化
    名人代言
    運動行銷
    日期: 2005
    上傳時間: 2009-09-11 17:06:28 (UTC+8)
    摘要: 名人代言的行銷方式，在各產業中都經常看到。2005年底，旅美球星陳金鋒以3年三千萬的高額年薪被La New球團簽下，創下中華職棒有史以來的紀錄，而這股「金鋒熱」也造成La New熊隊相關產品瘋狂熱賣，引起大眾廣泛的討論。本研究除了探討球團因素對於球迷觀看行為的影響，並將以品牌管理的觀點，來探討明星球員(成份品牌)與球隊(主品牌)的影響效果。
    過去文獻指出，消費者對於較熟悉或高知名度品牌的產品會有較高的品牌態度與購買意願，並且對於其態度與滿意度都會造成影響。若有一個具知名度的明星球員加入球隊，應會對其球迷產生一定程度的影響作用。此外，相關文獻也指出，球迷對於職棒的支持會受到球隊戰績與各項行銷相關活動的影響。
    本研究以中華職棒中的La New熊隊為例，在電子佈告欄(BBS)中的各棒球板，以網路發放問卷的方式獲取資料，藉以分析探討明星球員特性（可信度與適配度）、球團因素（知覺戰績與知覺行銷努力）對球隊態度、滿意度以及參與程度的影響，並進一步了解對球隊忠誠度的影響。
    研究結果顯示：在球迷態度方面，會受到明星球員可信度、適配度、知覺戰績、知覺行銷努力的正向影響。在球迷滿意度方面，會受到適配度、知覺戰績、知覺行銷努力的正向影響。在支持球隊參與程度方面，會受球迷知覺戰績的正向影響。在忠誠度方面，會受到其態度、滿意度、支持球隊參與程度的正向影響，此外，隨著球迷所得的增加，態度對忠誠度的正向影響會增強；滿意度對忠誠度的正向影響會減弱。
    本研究最後針對研究結果提出管理意涵以做為實務界參考之用；並提出後續研究建議，以提供未來研究者在職棒行銷相關領域上一個研究方向。
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    93351019
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0093351019
    資料類型: thesis
    顯示於類別:[國際經營與貿易學系 ] 學位論文

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