職業運動球迷涉入、球隊認同與球隊忠誠度之研究

Abstract

近年來，不同大小的企業都紛紛投入贊助臺灣職業運動球隊，希望藉此提升自身的品牌形象，並擴大企業的發展領域。此外，有企業更分別同時投資於職業籃球和職業棒球，這使得他們成為臺灣少數同時擁有兩支職業運動球隊的企業。另一方面，職業運動球隊也希望通過企業贊助尋求更多資金，並通過贊助企業的品牌吸引或擴大新的球迷群。 從建立球隊認同到開始涉足新領域，最終建立球隊忠誠度，甚至在籃球和棒球之間出現球迷轉移的情況。本研究正式問卷透過到臺北和平籃球館及新莊棒球場，採立意抽樣進行問卷發放，有效回收問卷為 385 份，回收率為 89.5%。研究工具包括涉入量表、球隊認同量表、球隊忠誠度量表與個人基本資料問卷，並以描述性統計、獨立樣本 t 檢定、 單因子變異數分析、皮爾森積差相關分析和多元線性迴歸分析進行資料處理與分析。研究結果為不同支持球隊及教育程度之球迷在涉入、球隊認同、球隊忠誠度上呈現顯著差異。球迷在涉入、球隊認同、球隊忠誠度呈現顯著正相關。再者，涉入及球隊認同對球隊忠誠度具有顯著的預測能力。因此，本研究建議臺北富邦勇士及富邦悍將可以加強對於年輕族群和居住在北部的球迷宣傳，並加強臺北富邦勇士及富邦悍將與富邦集團兩者之連結，同時持續保持在支持運動發展上的良好形象，以使球迷更加支持富邦的球隊及富邦集團。In recent years, companies of different sizes have invested in sponsoring Taiwan’s professional sports teams, hoping to enhance their brand image and expand their business scope. Furthermore, some companies have invested in both professional basketball and professional baseball, making them among the few enterprises in Taiwan to own two professional sports teams. On the other hand, professional sports teams hope to seek more funding through corporate sponsorship and attract or expand their fan base through the brands of the sponsored companies. From establishing team identification to venturing into new territories, and ultimately building team loyalty, even leading to fan shifting between basketball and baseball. This study used a questionnaire distributed through the Taipei Heping Basketball Gymnasium and the Xinzhuang Baseball Stadium, using a purposive sampling method. A response rate of 89.5% yielded 385 valid questionnaires collected. The research tools included involvement scale, team identification scale, team loyalty scale, and personal basic information questionnaire. Descriptive statistics, independent t-test, one-way ANOVA, Pearson correlation, and multiple linear regression analysis were utilized for data processing and analysis. The study result showed significant differences in involvement, team identification, and team loyalty among different team support and education level. There was a positive correlation between involvement, team identification, and team loyalty. In addition, the study revealed that involvement and team identification were significant predictors of team loyalty. Therefore, this study suggests that the Taipei Fubon Braves and Fubon Guardians can strengthen their promotion to young fans and fans living in north Taiwan and enhance the link between the two teams and the Fubon Group. They should also maintain a good image in supporting sports development to gain more support from fans for Fubon’s teams and Fubon Group.