A Correlation Analysis of Baseball fans’ Perception of Team Identity, Identification, and Loyalty：An Empirical Study of CPBL

• Main Authors: Shen-Zih Syu, 許伸梓
• Other Authors: Chia-Wu Lin
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/23997999893479723445

碩士 === 國立東華大學 === 企業管理學系 === 93 === The history of professional baseball league in Taiwan is about 15 years. No matter the competition in industry or the substitute of the sport consumption market in Taiwan sequentially threaten the survival of the professional baseball league. Moreover, the market condition has transformed gradually from the traditional seller's market to the buyer's market. It indicated that understanding the characteristics of sport consumers is beneficial for the sport industry managers of engaging in sport marketing and attaining to sustainable existence. Therefore, our research takes the viewpoint of fan club to proceed the sport consumers’ study, and probes into the following issues: 1. the influence of club membership to perception of team identity, identification, and loyalty; 2. through the viewpoints of the identification and loyalty, how club activities affect the fans’ behavior; 3. the relationship among perception of fan identity, team identification, and team loyalty; 4. under the influence of team image, how team identification and team loyalty form a relationship. Our research took the CPBL’s on-the-spot fans as the main objects. We sent out 660 questionnaires in the main baseball stadium and retrieved 475 questionnaires. The results indicate that the fans who had been the members of fan club would have more perception of team identity, identification, and loyalty than the fans who had never been the ones. And the club activities the teams devise would positively affect team identification and team loyalty. We could test and verify the relationship between perception of fan identity and team identification, and the one between team identification and team loyalty from our research. Therefore, the result indicate that it’s feasible to apply the identification model to the domain of consumer behavior. And we could conclude that using fan club to enhance fans’ identification and strengthen their loyalty is also expectable.