| Summary: | 碩士 === 國立臺灣體育運動大學 === 運動管理學系碩士班 === 100 === Based on the Brand Loyalty Model developed by Jacoby and Chestnut (1978), this study discusses the relevance between customer satisfaction of sport authorized product, attitude loyalty and team identification. The main purpose of this study was to understand the relationship between the professional baseball fans at present, customer satisfaction of sport authorized product, team identification and attitude loyalty. Therefore, this study pays great attention in identify the degree of identification of baseball fans in the attitude loyalty of sport authorized product, customer satisfaction and team identification.
In this study, fans spectating CPBL games at Tainan and Taichung baseball Field taking place from 2011.07.06 to 2011.07.07 were selected as subjects, 732 questionnaires were distributed while 706 questionnaires were valid respond corresponding a 92.4% of return rate. The collected data were then computed by SPSS 12 for Window with descriptive analysis, intem analysis, factor analysis and path analysis. The results of this study confirmed the attitude loyalty model proposed be Jacoby and Chestnut (1978) and shows:
1.In professional baseball fans, most of them are male, students, ages between 21 to 30, with college/university background and monthly income below NT$ 17,000. Most of Uni-Lion fans had licensing product purchase experience.
2.There are significant difference among team identity, customer satisfaction and loyalty on fans demographic variables.
3.In path analysis, all studied variables are significantly correlated.
Based on the empirical process of this study, the findings of this study, hopefully, can be referred by the related studies and sport organization for future marketing strategy.
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