The relationship between decision making and repurchase intention of spectators in the 7th Super Basketball League 2010

• Main Authors: Huang Chen-wen, 黃呈文
• Other Authors: Philip Cheng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/65920926363204083364

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 98 === Questionnaire survey was applied to figure out the status of decision making and repurchase of spectators in the 7th Super Basketball League 2010, furthermore, to discover the relationship between decision making and repurchase intention. This reaserch provides a valuable reference to refine management of SBL in consumer aspect and contribute to the development of basketball in Taiwan as well. Results are as following :（1）Main statistics of SBL spectators are female, ages between 12 to 23, averaged income down 10,000NTD , junior and senior high students. Furthermore, most of them have their favorite teams, buy tickets onsite, attend with companions and view field competition for four times or more.（2）Factors of decision making consist of social interaction, promotion, convenience, favorite team, game service and preference.（3）Age, vocation, education and income make singinificant difference in decision making.（4）Favorite team and booking form make significant difference in decision making.（5）Positive relation exists between decision making and repurchase intention. Based on results above, suggestions are provided as following : （1）Promoters should focus on potential consumers and market segmentation.（2）Promoter should study out typical strategy of tickets selling and enhance ability of competence in single team.（3）Combination with public media helps to refine sports marketing.（4）Promoters should consolidate fans royalty and make good use of influence created by star players.（6）Promoters should facilitate transportation and parkinglot to competition arena.（7）Promoters should make strong connection with emotional demand from consumers.