The Relationship between Player Identification and Purchase Intention of Licensing Accessory Product: Player’s Performance as the Moderating Effects
碩士 === 靜宜大學 === 觀光事業學系 === 99 === In 20th century, the annual business volume in sporting industry had grown to 500 billion USD. The “licensing accessory products” is one of the four major revenue sources in professional sporting industry. In this study, scenario experiment was used in our method, t...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/45023402823230454662 |
| Summary: | 碩士 === 靜宜大學 === 觀光事業學系 === 99 === In 20th century, the annual business volume in sporting industry had grown to 500 billion USD. The “licensing accessory products” is one of the four major revenue sources in professional sporting industry. In this study, scenario experiment was used in our method, the video of player’s performance were separated into three parts to examine the different situations using data from 307 valid samples. The result shows that the “gender” and the “frequency of watching games” have significant difference on the scores of player identification and purchase intention of licensing accessory products. In these three different performances, player identification has positive effects on public’s purchase intention of buying licensing accessory products. Additionally, “bad performance” makes the R-square in its highest; whereas “good performance” gets opposite result. Base on these findings, this study made several marketing suggestions to the manager of MLB licensing accessory product industry.
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