The Effect of Experiential Value on Community Economy and Economical Benefits : Professional Baseball as an Example.

• Main Authors: CHUANG, QING-ZHI, 莊清志
• Other Authors: ZENG, JHIH-HONG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/xct7ap

碩士 === 國立屏東大學 === 企業管理學系碩士班 === 104 === As time goes on, consuming mode has changed from products function in the past days to experiential value during purchasing. Experiential value is to create much more valuable process for customers, makes customers feel more than what they expected include sensational, emotional and aesthetics experiences before they decided to purchase. The research is to discuss the experiential value of profession baseball game audiences and the influence among Community Economy and Economical benefits of baseball games. This research use Mathwick, Malhotra, and Rigdon（2001）Experiential value theory which had mentioned (1)Consumer return on investment, CROI (2) service excellence (3) playfulness (4) aesthetics four categories and (5) knowledge for the construction of this research. The research uses questionnaire method, picking targets randomly from professional baseball game audience to complete the research. 200 questionnaire had sent, 188 returned are valid. The valued percentage is 94%. 150 Online questionnaire had sent, 150 valid questionnaire had returned. The valued percentage is 100%. The method use descriptive statistical analysis，correlation coefficient and regression analysis to process the data. The results shows:H1: Experiential value to Community Economy is at notable value - partly tenable;H2 :Experiential value to Economical Benefits is at notable value - partly tenable;H3 :Community Economy to Economical Benefits is at notable value - tenable. The result of this research provides the baseball franchise can take the result for reference, to improve the managing direction. Positively manage community network s and innovative productions, to draw out the blueprint and for the marketing reference and applications.