中華職棒球隊會員滿意度、涉入程度與消費行為之研究

Abstract

中華職棒各球團積極發展會員制度，將其視為與球迷互動和經營管理密不可分的重要策略。會員制度不僅是促進球迷與球隊之間情感連結的媒介，更是提升球團營運效益和品牌形象的關鍵工具。本研究以中華職棒2023球季曾購買任一球隊會員之消費者為對象，採問卷調查法，進行其對會員滿意度、涉入程度與消費行為之調查；回收有效問卷共485份。研究結果顯示中華職棒球隊會員以男性、30-39歲、大專院校、單身、上班族、月收入4萬至6萬元之間。會員滿意度以「票務權益與保留」為高、涉入程度為中高等涉入。消費行為中會員年資以一年為多，大多是新會員或續約一次，支持球隊以中信兄弟為多；會員在2023球季進到主場觀賽次數多為15次 (含) 以下；出發地大多為雙北，交通時間在30分鐘以下，觀賽時段偏好平日及假日；較多為單獨一人進場；會員購買單場票所花費之票價落在301-600元之間，偏好購買內野熱區，在購票外每場平均消費為500元 (含) 以下；66.2%的會員並沒有考慮過不續約；大部分會員皆對整體會員權益感到滿意，非常可能再次續約且願意維持等級，也有意願介紹親友加入會員。不同人口背景變項及會員類別對消費行為有顯著影響；會員滿意度與涉入程度之間有相互影響關係；涉入程度與消費行為呈現正相關；不同會員滿意度及涉入程度對消費行為也有部分顯著影響。綜上所述，本研究建議球團定期對會員進行意見調查，以即時調整和優化會員制度，提升會員的整體滿意度和消費體驗。Various CPBL teams are actively developing their membership systems, considering them as crucial strategies inseparable from fan interaction and operational management. The membership system serves not only as a medium to foster emotional connections between fans and teams but also as a key tool to enhance the operational efficiency and brand image of the teams. This study targets consumers who purchased membership from any CPBL team during the 2023 season and employs a questionnaire survey method to investigate their satisfaction with the membership, level of involvement, and consumption behavior, with a total of 485 valid responses collected. The research findings indicate that CPBL team members are predominantly male, aged between 30 and 39, college-educated, single, employed, with a monthly income ranging from 40,000 to 60,000 NT dollars. Membership satisfaction is rated as moderately high, particularly regarding"ticket benefits and retention," while involvement is moderately high. Regarding consumption behavior, the majority of members have a membership duration of one year, mostly comprising new members or renewals, with the highest support for the CTBC Brothers team. During the 2023 season, most members attended home games 15 times or fewer, primarily originating from the Taipei-New Taipei area, followed by Taichung, Chiayi and Tainan, with a travel time of under 30 minutes, and a preference for attending games on weekdays and weekends. Most of which attended the game alone alone, with the average spending per game on tickets falling between 301 and 600 NT dollars for infield seats and an additional average expenditure of 500 NT dollars or less per game. 66.2% of members have not considered not to review their membership. The majority of members are satisfied with the overall membership benefits, with about 60 % of which are highly likely to renew their membership, and about 70% of which that are willing to maintain their level and introduce friends and family to join as members. Various demographic variables and membership categories significantly influence consumption behavior; there is a mutual influencing relationship between membership satisfaction and involvement level; involvement level and consumption behavior are positively correlated, and different levels of membership satisfaction and involvement have a significant impact on consumption behavior. In summary, this study suggests that teams conduct regular surveys of members' opinions to adjust and optimize the membership system promptly, thereby enhancing overall member satisfaction and consumption experience.