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題 名 | 職棒興農牛隊球迷選擇支持因素與忠誠度之研究=A Study of Fan Support and Loyalty toward Sinon Bulls Professional Baseball Team |
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作 者 | 王忠茂; | 書刊名 | 大專體育學刊 |
卷 期 | 7:2 2005.06[民94.06] |
頁 次 | 頁25-35 |
分類號 | 528.955 |
關鍵詞 | 職棒; 球迷; 選擇支持因素; 忠誠度; Professional baseball; Fan; Support; Loyalty; |
語 文 | 中文(Chinese) |
英文摘要 | The purpose of this study was to explore fan support and loyalty toward the professional baseball team "Sinon Bulls." Subjects for this study were 273 fans of Snion Bulls attending the competitions taken place in Taichung. A questionnaire entitled "The Ran Support and Loyalty Scale" was used as instrument to collect data from fans attending the games. Two findings were concluded from this study. First, factors influencing fans to support Sinon Bulls included "image and team," "familiarity and management," "relatives and performance," "place and home games" rather than the factors of ticket discount or give-away tickets. Second, fans' loyalty toward Sinon Bulls would not be influenced by such factors as "other teams outperforming Sinon Bulls," "the presence of new teams," "the performance of Sinon Bulls turned down," "under strong persuasion of family members and friends," "the retirement of favorite players or coaches," and "the turnover of favorite players or coaches." The results showed that Sinon Bulls' fans possessed high team loyalty toward the Sinon Bulls. |
本系統中英文摘要資訊取自各篇刊載內容。