The Influence of the Home Experiential Marketing , Team Identification of Lamigo Monkeys on Repurchase Intention of customer with Customer satisfaction as Intermediary Factor.

• Main Authors: Tzu-Kang Huang, 黃子剛
• Other Authors: 莊育詩
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/cr93wb

碩士 === 健行科技大學 === 國際企業經營系碩士班 === 103 === In Taiwan, people are crazy about baseball. CPBL （Chinese Professional Baseball League） is the professional sport which is the most mature and enduring. Although CPBL has been developing for more than twenty-five years, many companies still change hands because of the pressure caused by the financial loss which is incurred from operations. To adapting to the environmental changes, the Lamigo company （its predecessor is La new Bear）, keeps using new ideas in marketing. It is the first one to set the home court on Taoyuan Court for the whole year. It also turns the traditional mode of cheer squad into the Korean way of singing and dancing, re-establishes the software and hardware equipment of Taoyuan Court, and holds all kinds of theme weeks. Due to all the innovations, going to baseball games is like joining a carnival. This mode of marketing makes the number of the home-court fans increase. In the thesis, I would like to do a quantative research by analyzing the results of the questionnaires to explore the relation between the fans’ repurchase intention and Lamigo’s experiential marketing on Taoyuan home court as well as the team identification, using customer satisfaction as an intermediary test. The questionnaires are delivered to the fans who go to Qing Pu Baseball Court. 250 copies are delivered with 225 valid and 5 invalid responses returned. The return rate is 90%. Based on the results, both Lamigo Monkey’s experiential marketing and the team identification have a positive effect on the fans’ repurchase intention. Customer satisfaction also has a positive effect on the fans’ repurchase intention. The positive effect of customer satisfaction with Lamigo Monkey’s experiential marketing on the fans’ repurchase intention indicates that the intermediary test exists. It’s a partial intermediary. In terms of the home-court fans’ team indentification, the relation between customer satisfaction and the fans’ repurchase intention demonstrates that the intermediary doesn’t exist.