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    ASIA unversity > 管理學院 > 經營管理學系  > 博碩士論文 >  Item 310904400/10729

    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/10729

    Title: Factor of Addiction for Customer Loyalty and Switching Barriers - A Case Study of the Chinese Professional Baseball League
    Authors: Yu-Shun Hong
    Contributors: Department of Business Administration
    Keywords: Switching Barriers;Addiction;Loyalty
    Date: 2010
    Issue Date: 2010-11-04 17:20:29 (UTC+8)
    Publisher: Asia University
    Abstract: In recent years, the rise of recreational sports culture, baseball is the most popular sport in the country, one of the fans support their favorite teams and players, but in recent years, baseball gambling and game events are frequent, heavy crack down baseball's development, but loyal Baseball fans still supported to staying. This study investigated the switching barrier of fans addicted to factor, but factor in the observed switching barriers, the lack of non-rational behaviors, this study will be addicted to one of the factors summarized as switching barriers, switching barriers in order to verify whether the addiction factor. And to study the fan satisfaction, switching barriers and fan loyalty, the order to clarify the relationship between the three. This study collected 497 valid questionnaires, The empirical method used structural equation modeling analysis, the study found that addiction is a factor for switching barriers. Spectators and fans approach the level of frequency switching barriers and loyalty for a difference of interference, competition entering the frequency view more barriers arising from the higher switching, the higher the relative fan loyalty. Have joined the fan club and the fans did not join support groups are also switching barriers and differences in loyalty generated interference, the fans have joined the support group will have a higher switching barriers and loyalty. Same time, the study found that the frequency of observing a competition and have more join the fan club fans indulge high performance. Frequency and high concept game show has joined the fan club's fans on the team with a high performance switching barriers and loyalty.
    Appears in Collections:[經營管理學系 ] 博碩士論文

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