| 摘要: | 台灣近年來，國民所得提高與週休二日的實施，故越來越多人願意花時間金錢投入休閒運動，而職業運動的盛行，也使許多人開始關注職業運動，除了收看節目也越來越多人願意進場觀看及購買周邊商品，然而一個職業球團如何脫穎而出則是重要的課題。本研究討論職業球團建立品牌形象來提高目標消費群的認同，以提高消費者之品牌態度與購買意願。
目的：本研究目的在探討職業運動團隊品牌形象、品牌態度、消費者購買意願之關係，並提供運動產業相關單位擬定發展政策的參考。方法：使用問卷調查法蒐集資料，問卷回收後應用SPSS for Windows 17.0統計套裝軟體，分別進行敘述性統計分析、單因子變異數分析、信效度分析、階層迴歸分析。
結果：(1)品牌形象與購買意願具有顯著正向影響關係；(2)品牌形象與品牌態度具有顯著正向影響關係；(3)品牌形象與品牌態度具有顯著正向影響關係；(4)品牌態度對品牌形象及購買意願具有中介效果。
結論：職業運動團隊應以建立球隊品牌形象為首要考量，以提高球迷對球團的認同，進而提升球迷對球隊之品牌態度。職業運動團隊應重視球迷品牌態度，因為透過球迷所顯示的品牌態度度是職業運動團隊的重要資產；而球迷購買意願取決於職業球團的品牌形象及球迷的品牌態度，故職業運動球隊應從品牌形象及品牌態度的層面進行策略研擬及執行，進而提升球迷對職業球團商品的購買意願。
In recent years, the national income and improve the implementation and two days off every week, so more and more people are willing to spend time and money on leisure sports, and occupation of the popular movement, and many people began to concern the occupation movement, in addition to watch programs are more and more people are willing to approach to watch and buy merchandise, but how a occu-pation pellet talent showing itself is an important topic.This study discusses occupa-tion pellet to establish brand image to enhance the target consumer group identity, to enhance consumer brand attitude and purchase intention.
Objective: the purpose of this study was to explore the relationships between occupation sports team brand image, brand attitude, purchase intention, and to pro-vide the sports industry related units to formulate development policies. A question-naire survey method to collect data, questionnaire recovery after the application of SPSS for Windows 17 statistical software package, were conducted descriptive sta-tistical analysis, one-way ANOVA, analysis, validity of hierarchical regression anal-ysis.
Results: (1) have positive influence relationship between brand image and pur-chase intention; (2) the brand image and brand attitude positively influences; (3) the brand image and brand attitude positively influences brand attitude; (4) has a medi-ating effect on brand image and purchase intention.Research.
Conclusion: the occupation sport teams should to establish team brand image as the most important consideration, in order to improve the recognition of the pellet fans, fans of the team and enhance the brand attitude. Occupation sports team should pay attention to the fans brand attitude, as shown by fans of the brand attitude is an important asset occupation sports team; the brand image and the fans and the fans purchase intention depends on the occupation of pellets brand attitude, so the occupation sport teams from the brand image and brand attitude at strategies for improvement, and fans of the occupation pellet commodity purchase intention. |
