職業運動球隊社會責任、球隊認同對購買意願影響之研究－以統一7-ELEVEn獅球隊為例

Abstract

本研究旨在探討職業運動社會責任、球隊認同與購買意願間之關係，並選擇至現場觀看中華職棒大聯盟以臺南市立棒球場為統一7-ELEVEn獅為其主場之例行賽的統一7-ELEVEn獅隊球迷為研究對象，於2013年3月29日及30日，透過問卷調查法得有效樣本408份，以瞭解球迷在職業運動社會責任認知、球隊認同與購買意願之現況，並以描述性統計及多元逐步迴歸進行統計分析，研究發現如下： 一、統一7-ELEVEn獅隊球迷的身分背景仍以年輕男性學生，月收入在一萬元以下為主要族群，大致與過往文獻相符。在接收訊息的來源上則以網路為主要媒介，顯示網路及社群網路已成為球迷在搜尋球隊資訊的重要載具。 二、球團社會責任、球隊認同與購買意願之現況皆呈正向，意味著球迷對球團在社會責任的付出上獲得球迷的肯定；球團的長期經營獲得球迷的認同；球迷對球團展現高度的支持意願。 三、社會責任、球隊認同與購買意願間皆具正向解釋力，意味社會責任的投入在球隊認同的形成上已扮演關鍵之角色；球迷對社會責任認知程度的多寡影響後續消費行為；球隊認同不單單影響球迷的實際購買行為，更會影響無形的支持方式。 四、社會責任與球隊認同對購買意願間具正向解釋力，且高於單一社會責任或球隊認同對購買意願之解釋力，意味球隊在具備球隊認同的基礎下，透過社會責任的落實，更能吸引球迷進場觀賽與額外消費行為之意願。 基此，本研究建議未來統一7-ELEVEn獅隊除了鞏固原先男性學生族群外，亦可藉由主題日之舉辦以吸引不同客群進場觀賽，同時可將社會責任納入球隊運作核心，加強非賽季的社會責任活動，並將其落實在統一7-ELEVEn獅隊其他主場，以增加球隊的附加價值。Professional sport teams are demanded to behave socially owing to the increasing awareness of socially issues among consumers, yet relatively little research attention so far has been given specifically to fans’ perceptions and reaction to corporate social responsibility. A questionnaire was to explore the relationship among CSR, team identification and purchase intention. A total of 408 Uni-lion fans were selected to participate in this study for the quantitative survey. Descriptive statistic and Mulitple Regression Analysis were performed to analyze the collected data. The results are as following:

1. The main group of Uni-lion fans were male students, between 18 to 25 years old, monthly income under 10,000 NT dollars. Internet is the important resource for fans to receive games and CSR information. 2. Fans were percieved team’s involvement in CSR and positively in support of it; the extent of team indentificaiton among fans were relatively high, implying the team’s effort being rewarded by the fans; the degree of purchase intention is relatively high, implying fans strongly supported the team in various ways. 3. Fans’ awareness of team’s CSR can positively influence team identification, indicating that CSR is one of factors forming team’s identification; fans’ awareness of team’s involvement in CSR can positively influce purchase intention, especially “word of mouth” facet, implying that fans will actively share about team’s related information; team identification can positively influence purchase intention, expescially “media consumption”,showing that with higher extent of higher identification toward the team, fans were more willing to search for more team news and information. 4. Purchase intention can be significantly impacted by CSR and team identification, suggesting that with the basis of team identification, CSR initiatives can be furthur added to the marketing matrix to attract more fans’ willingness to consume.

Based on the research results, it is suggested that Uni-lion team can develop other marketing strategies to increase other consumption groups; meanwhile, adding social responsibility into the teams’s core value, increasing the differentiation in the competitive market.