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| 題 名 | 臺灣職業籃球大聯盟2024~2025賽季現場觀眾體驗行銷、顧客滿意度與球迷忠誠度模式之研究=A Study on Live Audience Experience Marketing, Customer Satisfaction, and the Fan Loyalty Model in the Taiwan Professional Basketball League during the 2024~2025 Season |
|---|---|
| 作 者 | 陳錦偉; | 書刊名 | 運動教練科學 |
| 卷 期 | 75 2025.09[民114.09] |
| 頁 次 | 頁24-34 |
| 分類號 | 528.952 |
| 關鍵詞 | 結構方程模式; 偏最小平方法; 配適度; Structural equation modeling; SEM; Partial least squares; PLS; Goodness of fit; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6194/SCS.202509_(75).0003 |
| 中文摘要 | 目的:本研究檢驗台灣職業籃球大聯盟2024-2025賽季現場觀眾的體驗行銷、顧客滿意度與球迷忠誠度間之結構關係,探究體驗行銷策略及顧客滿意度對球迷忠誠度的影響。方法:研究採用問卷調查法,於2025年3月5日至3月9日期間,以便利抽樣方式針對五場比賽各發放100份問卷。經回收整理後獲得有效問卷475份,有效回收率達95.0%。運用Smart PLS 4.0統計軟體進行結構方程模式分析,檢視體驗行銷、顧客滿意度與球迷忠誠度之間的路徑關係。結果:研究模型的各項統計指標顯示具備良好的收斂效度、區別效度及整體模型適配度。路徑分析結果顯示:一、體驗行銷對球迷忠誠度具有顯著正向影響(路徑係數=0.192,t值=2.633);二、體驗行銷對顧客滿意度呈現顯著正向影響(路徑係數=0.612,t值=16.483);三、顧客滿意度對球迷忠誠度亦具顯著正向影響(路徑係數=0.554,t值=6.458),成功驗證本研究所提出的三項研究假設。結論:基於研究發現,本文提出實務建議,以作為台灣職業籃球大聯盟提升賽事體驗、增進顧客滿意度及強化球迷忠誠度之參考,並為後續相關研究提供實證基礎。 |
| 英文摘要 | Purpose: This study was intended to examine the structural relationships among live audience experience marketing, customer satisfaction, and fan loyalty in the Taiwan Professional Basketball League (TPBL) during the 2024-2025 season, and to investigate the impact of experience marketing strategies and customer satisfaction on fan loyalty. Methods: In this study, a questionnaire-based approach was utilized and convenience sampling was used to distribute 100 questionnaires per match at five designated matches between March 5 and March 9, 2025. After collecting, 475 effective questionnaires were obtained, with an effective collection rate of 95.0%. A statistical software Smart PLS 4.0 was used to analyze the structural equation model and examine the path relationships among experience marketing, customer satisfaction, and fan loyalty. Results: The statistical indicators of the study model showed good convergence validity, discrimination validity, and overall model fitness. The results of path analysis showed that: (1) experience marketing has a significant positive impact on fan loyalty (path coefficient =0.192, t value = 2.633). (2) Experience marketing has a significant positive impact on customer satisfaction (path coefficient =0.612, t value =16.483). (3) Customer satisfaction also has a significant positive impact on fan loyalty (path coefficient =0.554, t value =6.458). These results successfully verified the three assumptions proposed in this study. Conclusion: Based on the findings of the study, practical suggestions are proposed in this study as a reference for the Taiwan Professional Basketball League to enhance the match experience, improve customer satisfaction, and strengthen fan loyalty, providing an empirical basis for subsequent related studies. |
本系統中英文摘要資訊取自各篇刊載內容。