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| 題 名 | 品牌收購前後涉入程度、球隊認同與球迷忠誠度之研究--以中信兄弟為例=Fan Involvement, Team Identification, and Fan Loyalty Pre- and Post- Brand Acquisition--An Empirical Study of Chinatrust Brother |
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| 作 者 | 趙雨潔; 董又禎; 黃子庭; 林華倫; | 書刊名 | 青年企業管理評論 |
| 卷 期 | 8:2 2015[民104] |
| 頁 次 | 頁19-32 |
| 分類號 | 528.955 |
| 關鍵詞 | 品牌收購; 涉入程度; 球隊認同; 球迷忠誠度; Brand acquisition; Involvement; Fan identification; Fan loyalty; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 棒球是台灣最早職業化的運動。其中兄弟象一直以來都是中華職棒聯盟(CPBL)中十分受歡迎的球隊。2013 年,兄弟象隊因經營問題,球團易主,由中國信託銀行贊助的華翼育樂公司接 手,2014 年正式更名為中信兄弟。雖然球隊吉祥物及識別顏色仍然延用,但名稱及經營風格的 改變也遭到不少球迷抨擊。因此,本研究欲以兄弟象為例,探討球隊品牌收購前後之球迷涉入程 度、球隊認同與球迷忠誠度之關係,並比較球隊品牌收購前後,涉入程度、球隊認同、球迷忠誠 度是否具有顯著差異。 本研究以全台的兄弟象(或稱中信兄弟)球迷為研究對象,採用網路問卷針對併購前後之涉入 程度、球隊認同、球迷忠誠度進行調查,有效問卷分別為 215(併購前)及 245(併購後)份。利用 SPSS 進行信度分析、相關分析、T 檢定等方法驗證假設。研究發現:(1) 球迷涉入程度與球隊認 同呈現正相關;(2) 涉入程度與球迷忠誠度呈現正相關;(3) 球隊認同與球迷忠誠度呈現正相關; (4) 球隊品牌收購前後,涉入程度、球隊認同及球迷忠誠度具有顯著差異,收購後三者均下降,特別是在男性球迷方面尤為顯著。 |
| 英文摘要 | Baseball was the first professional sport in Taiwan. Brother Elephants has long been the most popular team in CPBL. In 2013, due to heavy financial losses, Brother Elephants was sold to Hua Yi, a subdivision of CTBC Holding. In 2014, the new team was officially renamed as "Chinatrust Brothers". Although the original team mascot and identity color are still in use, the change of the name and management style of the team receives harsh criticism from fans. Therefore, using Brother Elephants as an example, this study examines the relationship between fan involvement, team identification, and fan loyalty pre- and post- brand acquisition. Furthermore, this study aims to determine whether there are differences in fan involvement, team identification, and fan loyalty pre- and post- brand acquisition. Using fans of the Brother Elephants (or Chinatrust Brother) as research subjects, this study adopts online survey to investigate fan involvement, team identification, and fan loyalty pre- and post- brand acquisition. 215 (pre-acquisition assumed) and 245 (post-acquisition assumed) effective sample questionnaires are collected respectively. The results show that (1) fan involvement is positively associated with team identification; (2) fan involvement is positively associated with fan loyalty; (3) team identification is positively associated with fan loyalty; (4) There are significant differences in involvement, fan identification, and fan loyalty pre- and post- brand acquisition, implying a declining trend in all variables over the post-acquisition period, especially for male fans. |
本系統中英文摘要資訊取自各篇刊載內容。