| Summary: | 碩士 === 靜宜大學 === 觀光事業學系 === 100 === The objective of this research is to investigate the audiences of CPBL’s consumption value, satisfaction and loyalty. The interviewees of the questionnaire were obtained by the site audiences of CPBL; the total amount of questionnaires was 386, in which there were 363 valid samples retrieved, so that the effective response rate was 94%. Lastly, Descriptive analysis, Item Validity, Reliability and Validity, Factor Analysis, T-test, One-way ANOVA, Pearson Correlation and Multiple Regression analysis were used to analyses result. The final result of research found that (1). The consumption value of CPBL’s audiences can be divided to Social, Emotional, Epistemic, and Conditional etc. through Factor Analysis. (2). The demographic segmentation factors may influence interviewee’s behaviour; For instance, Age: satisfaction and consumption value, Education background: satisfaction, loyalty and consumption value, Income: Loyalty; however, occupation status, age and marital status has no influences to CPBL audiences’ satisfaction, loyalty and consumption value. (3). The features of audience participation, excludes satisfaction of viewing frequency for recent year and peers along with game, loyalty and consumer value, the satisfaction of decision-maker to watch CPBL and willingness of paying the ticket price on postseason championship league has no significant differences in loyalty, the rest of features represent remarkable divergences. (4). Multiple regression analysis found that 3 factors remarkably interacts one another: 1.satisfaction influences loyalty, consumption value effects total satisfaction and consumption value affects loyalty. 2. there are significant difference of satisfaction and loyalty, consumption value and total satisfaction, consumption value and loyalty on watching ball below 3 years and watching ball above 10 years, viewing frequencies below 5 times and above 11 times, going to the ball game alone or accompany with someone, and willingness of paying under 300 NT dollars and above 600 NT dollars in championship league.
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