题名

影響中華職棒球迷善因運動行銷態度與購買意願模式分析

DOI

10.6169/NCYUJPEHR.13.1.11

作者

陳皇達

关键词

善因行銷 ; 球隊認同 ; 組織認同

期刊名称

嘉大體育健康休閒期刊

卷期/出版年月

13卷1期(2014 / 04 / 30)

页次

119 - 129

内容语文

繁體中文

中文摘要

本研究旨在探討球隊認同和組織認同在成功的善因運動行銷中扮演的角色,本研究母體以中部地區大學部學生(含:大學、科技大學、技術學院)進行調查,共發出400份問卷,回收有效問卷336份。分析結果發現:(1)「消費者對善因運動行銷態度」會正向影響「購買意願」(2)「運動和善因配適度」會正向影響「消費者對善因運動行銷態度」(3)「善因組織認同」會正向影響「消費者對善因運動行銷態度」。

主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
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被引用次数
  1. 鄭志富,曾國峰(2019)。中華職棒善因運動行銷合作關係之探討。臺灣體育運動管理學報,19(2),175-197。
  2. 鄭志富、楊琬琳、曾國峰(2017)。臺灣與美國職業運動公益活動之比較。大專體育,143,22-31。