體驗行銷要素、體驗價值與涉入程度對中華職棒觀眾再購意願之影響

Abstract

中華職棒開打至今已邁入第19年，觀眾總人次卻在負面新聞影響下，從百萬人以上急降，只剩約60多萬的人次。觀眾人數關係球團經營的經濟效益，然而，爭取新顧客成本高於維繫舊顧客甚多，提昇觀眾再購意願將是未來中華職棒大聯盟的首要課題。爰此，本研究以體驗行銷概念，瞭解中華職棒觀眾觀賽後產生的體驗價值，並加入涉入程度，藉以分析其再購的意願。依據研究目的，本研究以2007年曾到現場看過球賽的觀眾為對象，採用網路問卷共蒐集670份樣本資料，使用描述性統計、獨立樣本t檢定、單因子多變量變異數分析、Pearson積差相關等方法分析資料，最後進行迴歸與路徑分析後，獲得本研究結果為： 一、中華職棒觀眾主要為男性、年齡層集中於21至30歲、職業多為學生、學歷以大學或專科為主、月平均收入則多在10,000元以下，以支持兄弟象的球迷為最多。 二、不同人口統計變項在體驗行銷要素與體驗價值上呈現顯著差異。 三、中華職棒觀眾之體驗行銷要素、體驗價值、涉入程度與其再購意願間有顯著相關，其中以涉入程度的關聯性最強，體驗行銷要素中的思考體驗關聯性最弱。 四、高涉入程度之觀眾在體驗行銷要素、體驗價值和再購意願上得分明顯高於低涉入程度者。 五、涉入程度、情感體驗、支持特定球隊與高觀賽頻率為預測中華職棒觀眾再購意願之最佳迴歸模型。路徑影響模型中，涉入程度對再購意願的直接效果最佳，其次為體驗價值；涉入程度對體驗行銷要素與體驗價值有顯著之直接效果，而體驗行銷要素則對體驗價值有最佳之直接效果，並透過體驗價值對再購意願產生間接效果。 建議聯盟與球團未來應針對不同族群擬訂行銷活動，以強化情感體驗的策略為主，同時改善負面體驗感受和多行價格導向的促銷，並藉由落實球迷組織功效，拉近球迷與球隊的距離。此外，可依據觀眾涉入程度高低做區隔，分析不同目標對象的特性，以適合的活動滿足觀眾之需求，並彙整即時回饋意見，做為日後修正之參考。

The games of the Chinese Professional Baseball League(CPBL) started playing until now had stepped into 19th years. However, affected by the negative news which caused by gambling on the games, the population of the audience had decreased rapidly from millions to 600 thousands. The amount of the audience directly affects the profit which the baseball teams would gain. The cost of attracting new audiences is much more expensive than keeping on contacting with visible audiences. For this reason, to encourage the repurchase intention of the audience will be the most important concern for the CPBL in the future. Therefore, this study drew up the experiential marketing which concentrates on customer experiences, the audiences’ experiential value and involvement in order to analyze their repurchase intention after they watched the games. Based on the purpose of this study, the objective of this study were audiences who had been watched baseball games in the baseball field during year 2007. The method in this research was a survey on the web-site and 670 samples were involved. The data were analyzed by statistic tools, such as descriptive statistic, independent-sample t test, MANOVA, Pearson product-moment correlation. After regression and path analysis, the results of this study were showed below: 1.The audiences of CPBL were mostly male, age 20-to-30, and most of them were college or university students. Their average income was less than NT10,000. Most of them were fans of the Brother Elephant baseball team. 2.The variables of demographic had significant differences on experiential marketing and experiential value. 3.For the audiences of CPBL, the experiential marketing, experiential value, and involvement were significantly related to repurchase intention. Among these variables, involvement had the strongest connection, but the think experience had no significant influence on repurchase intention. 4.Audiences with active involvement had more score than audiences with passive involvement on experiential marketing, experiential value and repurchase intention. 5.Involvement, feel experience, specific baseball team royalty, and frequency of watching games were variables for the best model of regression to predict repurchase intention of audiences. In path analysis, the involvement had the best direct effect on repurchase intention, and experiential value was the second. The involvement had major direct effect on experiential marketing and experiential value. However, the experiential marketing had best direct effect on experiential value, and it had indirect effect on repurchase intention through experiential value. It is suggested that the league and the baseball teams should make more promotion plans for different markets. The strategies of these plans should be focused on enhancing feel experience. Meanwhile, it is important to improve negative experiential feeling and to emphasize on setting variable prices. It can shorten the distance between the fans and the baseball teams by the affections of fans clubs. Moreover, based on involvement of audiences, it can design a suitable activity for different target by their specific characters. It can be help to collect real-time feedback for the improvement in the future.