| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 98 === A professional baseball team’s major source of profits depends on the support of its fans, seasonal ticket selling, commercial products, broadcasting rights, and the number of fans involved. Therefore, how a professional team uses strategies to gain the support from the fans is really important. We are acknowledged that the loyalty fans have approached a relatively high-frequency of several behaviors such as purchasing tickets to baseball games and buying team-related commodities. There are many basic factors of a successful team, these factors include athletes’ training, salaries, relationship-building with the fans, and etc. As a result, this research enables and aims to understand the league of professional sports in Taiwan—The professional teams of Chinese Professional Baseball League (the Brother Elephants, Sinon Bulls, Uni Lions and La New Bears). This study also allows us to have a more in-depth view at the different aspects of the four diverse professional baseball teams’ operational management.
This research uses both quantitative and qualitative data analysis. In order to facilitate the sampling of quantitative data, we used convenient sampling selected fans from the four teams mentioned above who were watching the games as our research object. In qualitative data, a total of 572 valid samples were obtained; in qualitative information, the research targeted at the various teams within the support group meetings or pellets for the interviews with the cadres targeted at in-depth interviews to collect the information and research relevant to the subject. In the quantitative analysis, it included information processing using ANOVA, t-test, multiple regression, hierarchical regression analysis on the assumptions and validation tests.
There are several findings from the result of analysis:
1. There are significant differences on the factors to support the team, the loyalty of team and identification of baseball organization and team management between the fans of different demographic variables.
2. There are significant co-relation between the factors to support the team, identification of baseball organization and team management, and the loyalty of team.
3. The factors to support the team with significant impact to the loyalty of team.
4. The identification of baseball organization and team management with significant impact to the loyalty of team.
Finally, according to the finding of this study, we would attempt to offer several suggestions: First, through a specialized service team management and fans, strengthen the image of pellets to attract high-income and household customers’ population approach ballpark; Second, to establish the team brand, rather than simply relying on the star players.
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