The Effect of Promotion on Consumer Purchasing Intention for Tickets of Professional Baseball Game - The Case of Taichung Intercontinental Baseball Stadium’s Consumers

• Main Author: 王勝鋒
• Other Authors: 蔡璧徽
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/qz65xy

碩士 === 國立交通大學 === 管理科學系所 === 104 === With national team’s good performance in international baseball competitions, progress on professional league system, and innovation of promotion events, watching baseball games is becoming one of popupar leisure activities in Taiwan. Average audience per game of Chinese Professional Baseball League grows 127% since 2012. This research uses the Howard Model as the main conceptual framework. For quantitative analysis, this research uses questionnaire to collect data. It takes randomly survey samples from consumers of Taichung Intercontinental Baseball Stadium. The total effective samples are 463 units. This research uses factor analysis, chi-square test, analysis of variance, and regression analysis to verify the proposed hypotheses by SPSS software. The research results show: (1) There is significant difference between “demographic variable” and “product attributes”. (2) There is significant difference between “demographic variable” and “degree of attention on promotion”. (3) “Degree of attention on promotion” and “purchase intention” have significant correlation.