Key Factors on Baseball Fans Choosing Teams to Support and the Correlation among Experiential Satisfaction, Participation behavior, and Loyalty– A Case Study on the Chinese Professional Baseball League

• Main Authors: YangDe-wei, 楊德偉
• Other Authors: Chuan-Yuh Wang
• Format: Others
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/85993528709995738956

碩士 === 崑山科技大學 === 企業管理研究所 === 94 === In 1987, the Professional Baseball Promoting Committee was established under the effort of Hung, Ten-Sheng, known as “The father of professional baseball”. Professional baseball games officially started in 1990. The games have been extremely popular and out of favor. As a result of the customers era, there are various temptations out there for customers. The Chinese Professional Baseball League (CPBL) must understand the key factors on fans choosing teams to support, factors influencing experiential satisfaction, fans’ participation behavior, the reasons for the formation of loyalty as well as the correlation among each factor. The population of this research is fans of six teams of CPBL. Fans were sampled by convenience sampling method from those watching games at Hsinchuang Baseball Stadium, Tienmu Baseball Stadium, Hsinchu Chung Chen Baseball Court, Taichung Baseball Stadium, Tainan City Baseball Field and Kaohsiung County Baseball Field. A total of 1550 questionnaires were distributed while 1200 are effective. SPSS12.0 is adopted as the research tool. Descriptive Statistics, Factor Analysis, T-test, One-Way ANOVA, Chi-Square Tests, Cluster Analysis, Discriminate Analysis, Canonical Correlation, and Scheffe’s method are included in the statistical analysis. The result shows that among different demographic variables, only the difference between gender and loyalty is not significant, other items such as factors for supporting a team, experiential satisfaction and loyalty show significant or partial significant differences. After Cluster Analysis, their level of participation behavior is divided into high and low-to-mid groups. In terms of factors for supporting a team and participation behavior, only “Management images of the baseball team” and “Territoriality Principle” show no significant difference while others do. Therefore, different factors for supporting a team result in different participation behavior. There is no significant difference between experiential satisfaction and participation behavior so experiential satisfaction factor does not influence the level of participation behavior. For participation behavior and loyalty, only “BIRG and repurchase behavior” show significant difference, while other factors do not. Hence, different levels of participation behavior will have different level of loyalty. The factors for supporting a team are significantly correlated to experiential satisfaction and loyalty. Experiential satisfaction is significantly correlated to loyalty.