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系統識別號 U0026-1309201712390900
論文名稱(中文) 運動隊伍相關因素、品牌聯想對購買意圖的影響:以衛星球迷為例
論文名稱(英文) The influences of team-related factors and brand equity on purchase intention: The case of satellite fans
校院名稱 成功大學
系所名稱(中) 體育健康與休閒研究所
系所名稱(英) Institute of Physical Education, Health & Leisure Studies
學年度 105
學期 2
出版年 106
研究生(中文) 林民育
研究生(英文) Min-Yu Lin
電子信箱 zxc111333@yahoo.com.tw
學號 RB6044043
學位類別 碩士
語文別 英文
論文頁數 44頁
口試委員 召集委員-馬上閔
口試委員-張景弘
指導教授-馬上鈞
中文關鍵字 運動隊伍相關因素  品牌聯想  購買意圖 
英文關鍵字 team-related factors  brand association  purchase intention 
學科別分類
中文摘要 本研究的目的是針對衛星粉絲檢視其在運動隊伍相關因素(明星球員和團隊成功)、品牌聯想(品牌標識、承諾、社會互動、團隊歷史)與購買意圖之間的關係。“林來瘋”現象引起了世界的關注,而在美國大聯盟邁阿密馬林魚先發投手陳偉殷也在台灣獲得了很多媒體的關注,能夠造成這些現象普及的主要因素是因為網路媒體的興起,這使得衛星球迷不管在任何地方,都可以去支持他們所喜愛的球隊或是選手。因此,以台灣消費者為例,以林來瘋現象以及MLB中的明星球員為背景,調查衛星球迷如何選擇球員和球隊並展示其品牌權益,這將有助於國際體育的銷售成長。資料透過網路收集來自493位的衛星球迷並以結構方程模式進行分析。結果顯示,團隊成功對品牌標識和承諾有顯著的負向關係,對社會互動、團隊歷史和購買意向有顯著正向影響;明星球員顯著正向影響品牌標識、社會互動、承諾和購買意圖;團隊歷史在團隊成功與購買意圖之間具有中介作用,而社會互動和承諾則在明星球員與購買意圖之間具有中介作用。結果可以幫助職業運動隊伍更加了解跨域拓展品牌的有效方法。
英文摘要 The purpose of this study was to examine the relationships between team-related factors (star player and success), brand association and merchandise sales among satellite fans. The “Linsanity” phenomenon has attracted attention in Taiwan and the USA, while the start pitcher of the Miami Marlins in Major League Baseball, Wei-Yin Chen, has also attracted a great deal of media attention in Taiwan. Their popularity may be attributed to the rise of communications technology which has given satellite fans multiple ways to access their support teams and players, no matter where they are. As such, an investigation of how satellite fans choose to show brand equity with players and teams, using the example of Taiwanese consumers in the context of the ‘‘Linsanity’’ phenomenon and the star player in the MLB, can potentially shed light on an important aspect of international sport marketing. Data were collected from 493 satellite fans via an online survey. The results revealed that team success negatively impacted brand mark and commitment but positively impacted social interaction, team history, and purchase intention; star player positively impacted brand mark, social interaction, commitment, and purchase intention. The results also verified that team history mediated the relationship between team success and purchase intention, while social interaction and commitment mediated the relationship between star player and purchase intention. These findings could help professional sports teams better understand how to capitalize on branding opportunities across geographic boundaries.
論文目次 Abstract I
List of Figures VII
List of Tables VIII
Chapter One: Introduction 1
Chapter two: Literature Review 3
2.1 Team Related Factor 3
2.2 Brand Equity 4
2.3 Brand association 5
2.4 The satellite fan 5
2.5 Purchase intention 6
2.6 Hypothesis development 7
Chapter Three: Method 12
3.1 Research context 12
3.2 Measurement 13
3.3 Participants and data collection 16
3.4 Data analysis 16
Chapter Four: Result 17
4.1 Descriptive statistics 17
4.2 Measurement Model 19
4.3 Structural Mode 21
Chapter Five: Discussion and Conclusion 25
5.1 Discussion 25
5.2. Limitations and future study 27
Reference 28
Appendix 35



List of Figures
Figure 1 The proposed conceptual model 11
Figure 2 The results of testing the hypothesized model. 24


List of Tables
Table 1 Constructs and sources of literature 15
Table 2 Brand association’s constructs and sources of literature 15
Table 3 The demographic profile of the sample (n=493) 18
Table 4 The factor loading, CR and AVE 20
Table 5 Mean and Interconstruct Correlations 21
Table 6 Results for the hypothesised model. 23

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