職業運動品牌聯想因素之探討--以中華職棒大聯盟統一獅與兄弟象為例

Abstract

本研究旨在瞭解統一獅與兄弟象球隊的球隊品牌聯想因素情形，不同人口統計特徵、不同參與行為於球隊品牌聯想影響因素之差異情形。採用問卷調查法，製作球隊品牌聯想因素中文化量表，針對統一獅於台南市立棒球場與兄弟象於新莊棒球場主場賽事之進場觀看中華職業棒球大聯盟的現場觀眾為研究對象進行研究。 研究結果發現，統一獅與兄弟象之品牌聯想因素皆呈正面聯想，滿意度平均6以上，兩隊支持者在總教練因素、球隊管理因素、球隊標識因素、娛樂效果因素、球隊傳統因素以及美好回憶因素上有顯著差異。 在人口統計變項對球隊品牌聯想因素影響上，統一獅支持者在性別變項、教育程度變項、婚姻狀態上皆有顯著差異，在職業變項上則無顯著差異；兄弟象支持者在性別變項、教育程度變項、職業變項、以及婚姻狀態變項上皆有顯著差異。在不同參與行為變項對球隊品牌聯想因素影響上，統一獅與兄弟象支持者在後援會變項、觀看歷史變項、現場觀賞變項、透過電視轉播觀賞比賽變項上皆有顯著差異。

The purpose of this study was to understand the brand associations of “President”& “Brothers” Professional Baseball Teams. Questionnaire was applied to examine the brand associations in the Professional Baseball Teams. Samples of “President” & “Brothers” were the home team spectators of “President” & “Brothers” in Tainan Stadium and Hingchuang Stadium Taipei County. The results were found as following: 1. Brand associations of “President” & “Brothers”were all positive, the average was over 6 point, and were significantly different on the dimensions of “Head Coach”, “Management”, “Logo”, “Product Delivery”, “Tradition” and “Nostalgia”. 2. Demographics variables: For “President”: sex, age, marital status, and educational background are significantly different; for “Brothers” : sex, age, marital status, occupation and educational background are significantly different. 3. Participation behavior variables: “President”& “Brothers”: fan club participation, the history of watching professional basketball team, watching professional basketball games onsite, watching professional basketball games thought television are significantly different.