體育賽事觀賽體驗與球隊吉祥物品牌個性 對職業球隊品牌權益之關聯－以MLB為例

NCUIR > School of Management at National Central University > Executive Master of Business Administration > Electronic Thesis & Dissertation > Item 987654321/68278

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68278

Title:	體育賽事觀賽體驗與球隊吉祥物品牌個性對職業球隊品牌權益之關聯－以MLB為例
Authors:	林俊甫;LIN,CHUN-FU
Contributors:	企業管理學系在職專班
Keywords:	吉祥物;觀賽體驗;品牌個性;品牌權益;Mascot;Sporting event experience;Brand personality;Brand equity
Date:	2015-08-28
Issue Date:	2015-09-23 11:14:38 (UTC+8)
Publisher:	國立中央大學
Abstract:	在職業球隊運動中使用吉祥物做為球隊標幟的現象非常普遍，藉由吉祥物的演出帶動球迷更快進入比賽的氣氛中，並能適時的鼓舞球員的士氣，炒熱觀賽的情緒，尤其對於有主客場比賽機制的運動，如職業棒球、籃球等。吉祥物可激發觀眾對球隊的認同感，球隊也可藉由吉祥物傳遞球隊文化與其訴求的運動精神與企業識別。吉祥物已經成為了球隊比賽活動外，球迷觀賞的重要一部分，有的吉祥物甚至成了球隊的代名詞，球隊吉祥物也可藉由周邊商品的販售及參與商品廣告來創造收入。故球隊吉祥物對於觀眾觀賽經驗的影響是否能提高入場觀賽的意願，並進而提升球隊的品牌價值，成了本研究探討的重點。因此選擇以經營運動吉祥物相當熱絡的MLB，來探討觀眾的賽事觀賞體驗是否影響球隊吉祥物的品牌個性，與球隊吉祥物的品牌個性是否能預測球隊品牌權益之間的關係。總計回收有效問卷247份，以T檢定、變異數分析、皮爾遜積差相關分析及多元迴歸分析法進行統計分析，研究結果顯示受訪者背景變項對「體育賽事觀賽體驗」及「球隊吉祥物品牌個性」無顯著影響；「體育賽事觀賽體驗」與「球隊吉祥物品牌個性」呈現顯著之正相關；「球隊吉祥物品牌個性」無法有效預測「球隊權益」。 ;Sports team mascots are popularly in professional team sports. They are good at making a game come alive, and give a boost to the morale of the players, especially in baseball and basketball games. Team mascots enhance spectators’ team- identity, they also transfer messages of the team culture and sportsmanship. Mascots have become a huge part of sports, with some gaining as much fame as the players they support. They make the profits for teams by selling related products of mascots or advertisement. The operation of mascots marketing is very expertly to teams in MLB, so this study attempts to explore the relation between the experiences of spectators and the brand’s personality of the MLB teams’ mascots, and whether the brand’s personality of mascots will predict the brand’s equities of sports teams. Empirical study is applied to investigate people in Taiwan, whether fans or not, through a web questionnaire as well. This research discusses factors influencing spectators’ perception to the mascots of professional teams, and hopes to provide suggestions to the owners running professional sport as well as the marketers of professional sport.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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