| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所 === 102 === Chinese Professional Baseball League (CPBL) currently is the only professional sport in Taiwan which has been established for 24 years. Many negative factors that make baseball attendance declined rapidly; however due to the World Baseball Classic (WBC), in addition to a number of famous players returned to Taiwan to join the CPBL, CPBL set off a boom in 2013, and baseball once again resume "national sport" title. Affected by WBC, there is significant growth of audiences in the baseball season of 2013, the 24th year of CPBL. The newly formed baseball team EDA Rhinos (former Sinon Bulls), the total number of visitors and the average single-game attendance, both were in the first place among four CPBL teams, and also received the final ticket to the CPBL Championship. Therefore, the purpose of the study was to investigate the relationship among involvement, satisfaction and loyalty, and characteristics of EDA Rhinos fans. Convenience sampling questionnaires was utilized, a total of 507 questionnaires distributed, and 471 valid. The collected data was analyzed by descriptive statistics, t-test, exploratory factor analysis, reliability and validity analysis, one-way ANOVA, Scheffe’s method, and Linear Structural Equation Model (SEM).
According to the research was found that: involvement, satisfaction and loyalty had some significant differences in demographic variables; fans involvement has a positive impact on satisfaction and loyalty; fans satisfaction also has a significant positive effect on loyalty.
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