An Investigation of The Chosen-Supported Elements and Loyalty of The Baseball Fans to La New Bears, Chinese Professional Baseball League (CPBL)

• Main Authors: Hung Lin Chi, 洪琳琦
• Other Authors: Hung Huang Chia
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/m9gma6

碩士 === 國立臺東大學 === 體育教學碩士在職專班 === 97 === An Investigation of The Chosen-Supported Elements and Loyalty of The Baseball Fans to La New Bears, Chinese Professional Baseball League (CPBL) Abstract The purpose of this study is to understand the relationship between the support given by the baseball fans and their loyalty to the clubs in Chinese Professional Baseball League (CPBL). By adopting the method of purposive sampling, a total of 326 La New Bears fans who were watching games at Kaohsiung County Municipal Chengching Lake Baseball Field responded to the questionnaire in the CPBL baseball season during September and October 2007. The questionnaires were analyzed through the methods of descriptive statistics, t-test(independent), one-way ANOVA and Pearson Product-Moment Correlation. Several significant findings were found and listed below: 1.The female La New Bears fans were heavily influenced by the factor “the important others”. The La New Bears fans aged between 25-44 regarded the factor “the image of the club” as an important issue. In terms of the factor why they gave support to La New Bears, the fans with income between 30,001-40,000 NT dollars and those who participated in fan club obtained higher scores. 2.Among the La New Bears fans, the fans aged “between 25-44 years old”, fans whose income was “between 30,001-40,000 NT dollars per month”, and those who participated in fan club showed higher loyalty to the club. 3.To the La New Bears fans, the higher the score they had on the item “the support giving to the club”, the higher loyalty they held to the club. Keywords: ball game fans, the chosen-supported elements, loyalty