The Moderating Effect of Team Identification on the Relationship between Service Quality and Repurchase Intention- An Example of CPBL
| Autor: | Chou,Yu-Jo, 周羽若 |
|---|---|
| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Baseball, in Taiwan is a very popular ball games, but also the mind of the people of Taiwan. Professional sports team management is intricately related tofans because revenue from ticket and merchandise sales form the primary sources of income for professional sports teams. This indicates that fans play a crucial role in professional sports. This study examined fans regarding the relationship of repurchase intention with team identification and service quality of venues, CPBL fans as the research object. Service quality factors,namely service quality importance analysis and venue service quality evaluation, served as the independent variables, with team identification serving as the moderatingvariable and repurchase intention as the dependent variable. Through an online survey, 1159 valid questionnaires were collected. A hierarchical regression analysis revealed： 1.Service quality importance analysis, venue service quality evaluation. 2. Team identification were positively correlated with fans’ intention to watch games and intention to purchase merchandise. 3. Team identification moderated the relationship between service quality and intention to watch games, but did not exert significant effects on the relationship between service quality and intention to purchase merchandise. This study also proposed some related suggetions, based on the study results, to the government, CPBL and its team organizations. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|