An Empirical Study of Brand Love of Chinese Professional Baseball League Fans

• Main Authors: CHEN, YEN-CHENG, 陳彥程
• Other Authors: HSU, MAO-CHOU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/65hthd

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 107 === The main purpose of this study was to explore the current situation of brand admiration among Chinese professional baseball League fans, and to verify the applicability of the brand admiration scale for Chinese professional baseball fans. The study used questionnaire survey method to collect research data, and the formal questionnaire was conducted from April 1 to 12, 2019. For the audience of the Chinese professional baseball match, 500 formal questionnaires were distributed for testing in which 489 questionnaires were recovered with 24 of which were incomplete and ineffective. A total of 465 valid questionnaires were obtained, and the valid rate was 93%. Descriptive statistical analysis was carried out with SPSS20.0 software on the recovered effective sample. Structural equation model analysis was carried out with SmartPLS2.0 statistical software to test convergence validity, discrimination validity and interpretation ability R2 testing. The results show that the convergence validity and the discrimination validity of each dimension item meet the verification criteria. In terms of R2 aspect of explanatory ability, the R2 value of passionate participation is 0.866; investment willingness is 0.883; self-identification is 0.782; co-recall is 0.812; emotional connection is 1.0 (indicating the combined effect of positive emotion, negative emotion and long-term relationship maintenance); and brand admiration is 1.0 (indicating that driven by passion, existence meaning and emotional connection). The whole data shows that the model of this study has a good explanatory power. The applicability of the professional sports fan brand admiration scale in Chinese professional baseball League was supported. According to the findings of the study, specific suggestions are put forward. First, set up a community network fan group to release the latest team information at any time; second, issue team membership cards to provide exclusive concessional activities; third, regularly organize social activities with fans to enhance the centripetal force of fans. The marketing strategies follow-up professional baseball match related research are provided as reference for the relevant promotion units of Chinese Professional Baseball League. Key words: Chinese Professional Baseball League, Brand Admiration, Partial Least Square Method