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E93039
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職棒球隊在廣告代言人角色之研究
The Baseball Teams as the Product Endorsers of their Sponsors
1.黃宗成
1.Tzung-cheng Huan
1.國立嘉義大學休閒事業管理研究所
1.Graduate Institute of Recreation, Tourism and Hospitality Management , National Chiayi University
001,002,003,004
1.國立嘉義大學休閒事業管理研究所
1.Graduate Institute of Recreation, Tourism and Hospitality Management , National Chiayi University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2004-08-01
A.14 計畫執行期間(訖):2005-07-31
2004-01-102004-02-10
A.16 收到日期:2005-12-01
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嘉義市棒球迷

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400


400
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C.2 聯絡日期:2005-12-05
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1.國立嘉義大學休閒事業管理研究所
1.Graduate Institute of Recreation, Tourism and Hospitality Management , National Chiayi University
1
C.7 資料公開日期:2005-08-01
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008
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1.中信鯨
2.廣告代言人
3.職棒球隊
4.贊助者
1.Chinatrust Whales
2.Endorser
3.Professional Baseball Team
4.Sponsor
 本論文研究目的在了解中信鯨球迷之個人特性、觀賽動機、觀賽前期望、觀賽後體驗、觀賽滿意度、購買意願、中信鯨代言績效及其間之關係。抽樣地點為中信鯨 球隊所在地嘉義市之市立棒球場,採用便利抽樣法發放問卷,並配合人員訪問,共回收了400 份有效問卷。研究結果發現中信鯨球迷個人特性不同,其球賽觀賞動機亦不同;中信鯨球迷觀賽動機會影響其觀賽前期望、觀賽後體驗、觀賽滿意度,而觀賽滿意度 又會影響購買意願及中信鯨之代言績效。本論文證實職棒球隊對贊助企業有其廣告代言人效益,可創造雙贏之結果,期望此結論能作為我國職棒及其他職業運動與贊 助企業永續經營之參考。

The objectives of this study are to explore the Chinatrust baseball fans’ demographics, motivation, expectation, experience, satisfaction, willingness to buy, endorser performance, and the relationship among them. The survey was conducted at Chiayi City baseball stadium, a base of the Chinatrust, by convenience sampling and 400 respondents were interviewed. The results show that the baseball fans of different demographics have different motivation; baseball fans’ motivation can influence their expectation, experience and satisfaction; moreover, baseball fans’ satisfaction can influence their willingness to buy and endorser performance. The desirable outcomes do proof that sponsors and baseball teams can create win-win situation based on a positive advertising effect. Outcomes that suggest how to foster a win-win situation will be presented to management in support of sustainable management of professional baseball and other professional sport activities.

D.16 完成檢誤日期:2006-04-07
D.17 預定釋出日期:2005-08-01
D.18 初次釋出日期:2006-06-21
D.19_1 最新版釋出日期:2006-06-21
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10.6141/TW-SRDA-E93039-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E93039
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