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中華職業棒球大聯盟兄弟象隊關係行銷之研究 = Relationship ...

丁原鵬

中華職業棒球大聯盟兄弟象隊關係行銷之研究 = Relationship Marketing in Brothers Elephant, Chinese Professional Baseball League

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Relationship Marketing in Brothers Elephant, Chinese Professional Baseball League
作者:	丁原鵬,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	130葉圖，表格 : 30公分;
標題:	職棒
標題:	Professional baseball
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/11345076656471343073
附註:	參考書目：葉103-109
摘要註:	本研究乃以中華職棒兄弟象隊為主，以Morgan and Hunt (1994)所提出之「關係承諾信任理論」為基礎架構，了解球團如何成功維繫與現場觀賞球迷與收看轉播球迷之關係並探討其相關影響因素。研究目的如下：一、檢視兄弟象球團與球迷間「關係承諾信任理論」之適用程度二、建立適用於兄弟象球團與球迷間「關係承諾信任理論」模式三、比較兄弟象隊現場觀賞球迷及收看電視轉播球迷在人口統計變項、球迷行為、與球團互動之「關係承諾信任理論」模式之差異　　本研究以問卷調查法進行資料蒐集，現場球迷之調查於台灣西半部七個球場進行系統抽樣；收看電視轉播球迷則以網路問卷進行。現場問卷共發放469份，網路問卷共發放741份，分別回收456份與298份。　　研究結果發現關係承諾與信任為影響球迷離去意願之關鍵變項，前者的概念也就是兄弟象球迷口中的「不離不棄，是我兄弟」的精神。提高關係終結成本、提升關係利益及增加球迷對球團的信任皆可直接提升球迷對於球團的關係承諾。而欲提升球迷對球團的信任程度則可從四大因素著手，分別為提升共享價值觀、倚賴其他關係者的表現、增加溝通管道與內容，及降低球團、球員之投機行為。現場觀賞球迷與收看轉播球迷在關係承諾信任理論模式上之實證結果沒有顯著差異，但在人口統計變項、球迷行為及關係承諾信任理論量表同意程度上有所不同。 Relationship marketing- establishing, developing and maintaining successful relationship exchanges- is aimed to establish a long-term relationship between two stakeholders, which is a critical strategy in today’s business management. Purpose of this study is to understand the relationship marking between Chinese Professional Baseball Team “Brothers Elephant” and their fans, further differentiated as those who would attend the games onsite and those only watch the TV broadcasts, based on the research framework of the “relationship commitment-trust theory” (Morgan and Hunt, 1994). Main study objectives are:1.To examine whether the “relationship commitment-trust theory” can be applied directly to the Brothers Elephant Team and their fans.2.To develop the appropriate “relationship commitment-trust” framework for the Brothers Elephant Team and their fans.3.To compare two types of fans for those who would attend the games onsite and those only watch the TV broadcasts at home in terms of their demographics, behaviors, and the marketing relationship. Onsite surveys at seven Brothers Elephant games in Western Taiwan and an online survey for the TV fans were implemented to gather their opinions between August and September, 2010. We have received 469 and 741 responses for onsite fans and TV fans, respectively, and among them, 455 and 298 are valid answers. The result indicated that “relationship commitment” and “trust” are two important factors to explain whether fans will support Brothers Elephant. “Relationship commitment”, especially strongly affects fans’ “propensity to leave”, confirming to the slogan, “wherever you go, whatever you do, we’ll be right here waiting for you”, a strong bounding relationship expressed repeated by loyal Brothers Elephant’ fans. The results also indicate that the level of relationship commitment is positively linked to “relationship termination cost”, “relationship benefits” and “trust”. The level of trust, on the other hand, is influenced by “shared values”, “other stakeholders”, “communication” and “opportunist behavior”. There is no significant differences between two types of fans on the marketing relationship based on the “relationship commitment-trust theory” even their demographics and fan behaviors are somewhat different.

中華職業棒球大聯盟兄弟象隊關係行銷之研究 = Relationship Marketing in Brothers Elephant, Chinese Professional Baseball League
丁, 原鵬

中華職業棒球大聯盟兄弟象隊關係行銷之研究 = Relationship Marketing in Brothers Elephant, Chinese Professional Baseball League / 丁原鵬撰 - [高雄市] : 撰者, 民100. - 130葉 ; 圖，表格 ; 30公分.
參考書目：葉103-109.
職棒Professional baseball

中華職業棒球大聯盟兄弟象隊關係行銷之研究 = Relationship Marketing in Brothers Elephant, Chinese Professional Baseball League
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