| Summary: | 碩士 === 國立高雄師範大學 === 體育學系 === 99 === The purpose of this study was to analyze the relationship between fan loyalty and team identification of La New Bears fans in Chinese Professional Baseball League.
The questionnaire was used as a tool, 563 valid questionnaires were retrieved, and the rate of the recovery was 93.83%. This study applied descriptive analysis, Hotelling Trace, one-way MANOVA and canonical correlation. The conclusions of the study were as follows:
1. Most of the La New Bears fans were male, aged 19-24, college students, single.The average of watching games in the ballpark was below 5 times per year.
2. La New Bears fans in Chinese Professional Baseball League of fan loyalty and it included three dimensions which were reached to agreed level. Furthermore, the results of fan loyalty indicated that emotional involvement was the top rated factor followed by refusing to change and repurchase intention.
3. The evaluative identification of team identification among La New Bears fans in Chinese Professional Baseball League was up to agreed levels, but the others were not.
4. There were four background varieties made significant differences in fan loyalty which were such as sex, age, educated degree, and the average of frequency of watching games in the ballpark per year.
5. There were four background varieties made significant differences in team identification which were such as sex, age, educated degree, and the average of frequency of watching games in the ballpark per year.
6. According to the canonical correlation analysis, there was a significant positive correlation between fan loyalty and team identification.
First, based on the findings above, suggested the relevant professional baseball managers are to positive build the fan loyalty, increasing the team identification of fans, attracting fans go to the ballpark, and then to earn the profits. Moreover, for future studies, it was recommended that aim the professional baseball team’s organization and management, enlarge the subject of study, different dependent variables, or in-depth interview.
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