| Summary: | 碩士 === 東吳大學 === 國際貿易學系 === 92 === ABSTRACT
The major purposes of this study are:(1) to understand the reasons why the fans choose to identify and support the baseball team;(2) to examine the satisfaction of the fans towards the marketing strategies and services of the baseball team;(3) to explore the loyalty of the fans ; (4) to clarify if different demographic backgrounds would influence fans’ choice to identify and support to the team;(5) to find out if fans’ identification to a team would influence their satisfaction and loyalty to the team. There were 492 subjects drawn from the audiences who have their own support team participating in the survey. Major inventories are“The Questionnaire of team identification” ,“The Satisfaction Inventory of the Fans.”and “The Loyalty Inventory of the Fans.”. One-way ANOVA and regression model were adopted to test the hypotheses. The findings of the study are as follows:
1.Brother Elephants Baseball Team is the most popular team with fans’ identification.
2.Most of the fans are male, with age ranging from 21 to 25 .The majority of
the fans are college-graduated. Students are the major population. Most of the
fans are from Northern part of Taiwan, however, those from the southern part of Taiwan couldn’t be ignored.
3.Accoundind to One-way ANOVA of demographic background on team’s identification ,it is found that there were significant differences among the fans’ residential areas and supporting teams.
4.Team’s identification have significantly positive effects on fans’ satisfaction and fans’ loyalty.
5.Fans’ satisfaction has significantly positive effects on fans’ loyalty.
6.Team’s identification can enhance fans’loyalty through Fans’ satisfaction.
Key words: Team’s Identification、Fans’ Satisfaction、Fans’ Loyalty
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