A Study on Professional Baseball Website-based Online Consumer Motivation, Satisfaction and Behavior Intention in Taiwan Area

• Main Authors: Su Shih-Po, 蘇士博
• Other Authors: Wang Ching-Tang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/55859656048007483027

碩士 === 國立臺灣體育大學 === 運動管理學系碩士班 === 97 === 　　This research aims to delve into the correlations between professional baseball website-based online consumer motivation, satisfaction and behavior intention in Taiwan area as well as to verify the positive correlations between the three factors. The research results will offer advice to Chinese Professional Baseball League, baseball teams and operators for official websites of professional baseball teams, served as reference for market segmentation and marketing strategies. This research adopted questionnaire survey and took consumers in Taiwan area using professional baseball websites to develop online shopping as the research subjects. “Questionnaire of Study on Professional Baseball Website-based Online Consumer Motivation, Satisfaction and Behavior Intention in Taiwan Area” was used as the research tool, while research samples were collected through purposive sampling. Pearson correlation analysis, Canonical correlation analysis and Stepwise regression were applied to the data processing to gain an understanding of the connotation of cause and effect and to achieve the research objective. Findings from this questionnaire survey are: 1. It shows positive correlations between professional baseball website-based online consumer motivation and satisfaction in Taiwan area. 2. It has positive correlations between satisfaction and behavior intention of professional baseball websites in Taiwan area. 3. It shows positive correlations between the partial construct of professional baseball website-based online consumer motivation and behavior intention in Taiwan area. 4. Professional baseball website-based online consumer motivation and satisfaction in Taiwan area have positive influence on behavior intention.