A Research of Consumer Behavior in Chinese Professional Baseball League －A Study of Catholic Fu-Jen University

• Main Authors: Tsung-I, Cheng, 鄭宗益
• Other Authors: Deng-Yuan, Huang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/93961190257053090980

碩士 === 輔仁大學 === 應用統計學研究所 === 92 === The domestic professional movement in Taiwan, the professional baseball started quickest.On March 10, 1990 started until nowadays. Experienced the duty stick in this period to sign the gambling case disturbance, the grouping alliance, the alliance merge, as if has had been through repeatedly a big earthquake. Until 2003, after two alliances merges, the average of visitor increase 8% than 2002. This shows the baseball audience has slowly coming back. In view of above, how discovers the consumer characteristic to make the unique marketing technique, then is this research institute must discuss. In order to understand how the students in Fu-Jen University view about the professional baseball consumer’s consumer behavior, this research came up with proportional stratified Sampling by using random drawing of 385 student feedback from the questionnaires. The questionnaires were divided into four categories based on different types of people’s life styles and discuss each market segment’s basic characteristic and consumer behavior in order to understand the current market condition and the differences between the different market segments to provide the marketer with management suggestions. The results of this research are as following: 1. Wheatear a person would go watch a baseball game is based on gender, wheatear the person has involved with any kind of activities related to baseball, whether the person is a baseball fan, whether the person is motivated and emotional effected by the atmosphere and the score of baseball game. The likelihood of a person watching a baseball game came up to be if the person is a male who is involved in baseball related activities, is a baseball fan and enjoy the atmosphere and the score of baseball game. 2. Overall, the Brother Elephants team is at the leading place. Both the Sinon Bulls team and the Brother Elephants team are competing with each other and are very close to each other. The Macoto Cobras team , the Brother Elephants team and the La New Bears team these three teams have better commercial results than the Uni-president Lions team , the Sinon Bulls team and the Chinatrust Whales team. 3. Different groups of people has different reasons for watching baseball game, self-isolated people watch a baseball game due to the reason that they do not have anything else better to do. People who like to social watch a baseball game with a group to enjoy the atmosphere, people who are into sports watch a baseball for the baseball players they like, people who are in the fashion trend watch a baseball game for no special reasons.