Investigating the fan loyalty and the relationship quality: professional baseball teams as an example

• Main Authors: Chen, Chia Hung, 陳佳宏
• Other Authors: Huang, Eugenia Y.
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/5f98sb

碩士 === 國立政治大學 === 資訊管理研究所 === 103 === Baseball game is an important sport in Taiwan. As professional baseball teams have established one by one, the number of fans, who prefer to buy tickets to watch baseball games, has a direct impact on their profit. It has been a critical issue for professional baseball teams to enhance fan loyalty. Professional baseball teams try their best to manage relationships with fans as longer as possible. Thus, this study investigated the relationships among relationship benefit, relationship quality, and fan loyalty. The subjects were fans of professional baseball teams. Due to the rapid growth of social media, professional baseball teams tend to interact with their fans by setting virtual community on social media sites, if better fan relationship management is desired. Thus, this study adopted social media interaction as another critical factor of relationship quality. The results, based on data collected from 348 baseball fans, indicated that relationship benefit and social media interaction have positive effect on relationship quality. And fan motivation and relationship quality have positive effect on fan loyalty.