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    题名: Effects Of Negative Information On Team Image, Fan Identification, And Purchase Intention Among Chinese Professional Baseball League Fans
    作者: 陳朝鍵;Chen, Chao-Chien;黃純真;CHEN, HUANG CHUN;Chen, Yu-Jen;陳育真
    贡献者: 休閒與遊憩管理學系
    日期: 2017-10
    上传时间: 2018-04-03 09:18:13 (UTC+8)
    摘要: Chinese Professional Baseball League (CPBL) had gone through several negative news caused tarnished image and the fans lost. The literatures review in past about negative information were focused on "gambling" and "baseball match-fixing" to effect on professional baseball club. However, the negative information also included the issues of sportsmanship and social ethic and morals. Thus, the aim of this study was to explore the effect of negative information on the team image, fans identification, and fans' purchase intention. The study used Questionnaire Survey to select CPBL's fans as research subjects recruiting the four game events in Taipei, Taichung, Tainan, and Kaohsiung based on "convenient sampling." This study was adopted questionnaire survey, receiving 432 effective questionnaires. As expected, the results found that the negative information of CPBL had the negative effect on team image and purchase intention; team image had the positive effect on the fans identification and purchase intention; fans identification had the positive effect on purchase intention. Finally, the research recommends that professional baseball club could be through record enhanced, creating star player, and enriching the content of sport event to enhance the team image as well as strengthen fans' team identification and purchase intention to the sport team.
    關聯: International Journal of Organizational Innovation
    显示于类别:[休閒與遊憩管理學系] 期刊論文


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