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    ASIA unversity > 管理學院 > 經營管理學系  > 博碩士論文 >  Item 310904400/112465

    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/112465

    Title: 明星球員對球迷忠誠度影響之研究
    The Research in the Influence of Star Players on Fan’s Loyalty
    Authors: 彭政閔
    Contributors: 經營管理學系碩士在職專班
    Keywords: 職業運動;明星球員;球迷忠誠度
    Professional Sports;Star Players;Fan’s Loyalty
    Date: 2019
    Issue Date: 2019-11-11 11:19:55 (UTC+8)
    Publisher: 亞洲大學
    Abstract: 現今,職業運動團隊的經營已經逐漸企業化管理,顧客對於品牌或產品忠誠度的高低,將直接影響企業經營成本與利潤。許多研究文獻中可得出,忠誠度的表現更是會影響到球迷或消費者再次購票進場觀賞比賽意願的重要指標。而過去的研究大多都是以球迷的角度來調查,主要研究促使球迷進場觀看球賽的因素,較少探討明星球員所應具備的特質,本研究係以專家訪談之方式探討明星球員須具備那些特質,較能提高球迷對球隊的忠誠度,並分析訪談內容,以此提供相關單位作參考或依據。
    The management of professional sports teams has gradually been managed in an enterprise. The level of loyalty of customers to brands or products will directly affect the operating costs and profits of enterprises. In many research literatures, the performance of loyalty is an important indicator that affects the willingness of fans or consumers to purchase tickets again to watch the game. Most of the past researches have been conducted from the perspective of the fans. The main research is to encourage the fans to enter the game to watch the game, and to explore the characteristics of the star players. This study is based on expert interviews to explore the star players must have those The traits can improve the loyalty of the fans to the team and analyze the interview content to provide relevant units for reference or basis.
    The study found that in the value of the star player, the importance of the items in the moral value and the moral value are all important and above, while in the value of personal value and social value, there is a relative For the lower quality of the fans, it means that the players can try to meet the higher importance characteristics, so as to enhance the fans' recognition of the players, and thus improve the loyalty of the fans.
    Appears in Collections:[經營管理學系 ] 博碩士論文

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