職業棒球球團形象衡量指標建立之研究－以中華職棒興農牛球迷為例

How to Measure Team Image of Professional Baseball Team: The Case of Sinon Bulls Fans of Chinese Professional Baseball League

10.6214/JSRM.201206_9(1).0006

李素箱(Su-Shiang Lee)；徐暐亭(Wei-Ting Hsu)；陳祺富(Chi-Fu Chen)；胡長豪(Chang-Hao Hu)

品牌形象 ； 球迷行為 ； 驗證性因素分析 ； brand image ； behavior of fans ； confirmatory factor analysis

運動休閒管理學報

9卷1期（2012 / 06 / 01）

100 - 113

繁體中文

本研究旨在探討球迷對於支持球團形象之衡量要素，並藉以編製適合國內職業棒球球團形象之量表。本研究係以自編之「興農牛球團形象調查問卷表」為資料收集之工具，於2010年4月29日至5月12日在高雄澄清湖棒球場、台南棒球場、台中棒球場、新竹棒球場及台北新莊棒球場等場地，以立意抽樣法針對現場球迷進行問卷調查。問卷共計發出450份，有效採用問卷397份，有效回收率達88.2%。所得資料以描述性統計分析與結構方程模式進行統計分析後，獲得結果如下：一、興農牛現場球迷對於球團形象構面包括：（一）戰力表現；（二）商品行銷；（三）關懷行為；（四）價值追求。二、驗證性因素分析結果顯示量表具有良好之契合度。本研究結論：球團形象量表具有良好之信、效度，建議後續研究者可以此工具針對其它職業運動球團進行相關研究。

This study mainly put emphasis on the teams' brand images of Sinon Bulls professional baseball team of Chinese Professional Baseball League, and creating a team image scale for Taiwanese professional baseball games. I used the ”Sinon Bulls team's images questionnaire survey” and purposeful sampling to examine the on-the-spot fans in five ballparks between April 29 and May 12, 2010. We sent out 450 questionnaires in the main baseball stadium and there were 397 effective questionnaires with an effective response rate of 88.2 percent. The data gained from the questionnaires were evaluated by descriptive statistics, independent samples t-test, one-way analysis of variance and structure equation model. The results were as following: 1. There were four dimensions on team image for on-the-spot fans including 1) Game Performance, 2) Commercial Marketing, 3) Caring Behaviors and 4) Values Orientation. 2. The team image scale was found having good model fit. There were significant differences on team image for on-the-spot fans among gender, age, education, career, and the duration of support etc. There were more marketing implications discussed in the study to assist the team identification, the higher purchase intention fans increased by perceived value. In conclusion, the team image scale for Professional Baseball games fits the empirical study and has good reliability and validity. However, further studies are required in this regard.

1. 陳全煌(2008)。台南縣，國立臺南大學體育研究所。
   連結：
2. 中華職棒大聯盟（2010b）。觀眾人數總合計比較表。2010年7月5日，取自中華職棒大聯盟網站網址http://www.cpbl.com.tw/html/cpbl.asp
3. 中華職棒大聯盟（2010a）。中華職棒大聯盟單場明細。2010年6月26日，取自中華職棒大聯盟網站網址http://www.cpbl.com.tw/html/cpbl.asp
4. Amirani, S.,Gates, R.(1993).An attribute-anchored conjoint approach to measuring store image.International Journal of Retail & Distribution Management,21(5),30-39.
5. Bagozzi, R. P.,Yi, Y.(1998).On the evaluation of structural equation models.Journal of the Academy of Marketing Science,16(1),76-94.
6. Blackston, M.(2000).Building brand equity by managing the brand's relationships.Journal of Advertising Research,40(6),101-105.
7. Ferrand, A.,Pages, M.(1999).Image management in sport organizations: The creation of value.European journal of marketing,33(3/4),387-401.
8. Keller, K. L.(1993).Conceptualizing, measuring, and managing customer-based brand equity.Journal of Marketing,57(1),22.
9. Kotler, P.(1991).Marketing Management: Analysis, planning, implementation and control.NJ:Prentice Hall, Inc.
10. 吳明隆(2007)。結構方程模式AMOS的操作與應用。台北市:五南。
11. 吳明隆(2007)。SPSS問卷統計分析實務操作與應用。台北市:五南。
12. 陳文貞(2004)。嘉義縣，國立嘉義大學體育與健康休閒研究所。
13. 程紹同譯、江澤群譯、黃煜譯、彭小惠譯、呂佳霙譯、Mullin, B. J.、Hardy, S.、Sutton, W. A.(2003)。運動行銷學。台北縣:藝軒。
14. 黃芳銘(2006)。結構方程模式—理論與應用。台北市:五南。
15. 薛凱峰(2006)。嘉義縣，國立嘉義大學體育與健康休閒研究所。

1. 葉公鼎、康正男、林華韋、林子涵(2015)。臺灣職業棒球運動永續發展策略。台灣體育運動管理學報，15(2)，241-270。