THE EFFECT OF FANS’ ATTITUDE ON PROFESSIONAL BASEBALL SPONSORSHIP IN TAIWAN：SECOND-ORDER FACTOR ANALYSIS
Date Issued
2005
Date
2005
Author(s)
Chen, Jeng-Hung
DOI
zh-TW
Abstract
Baseball is Taiwan’s national sport and it is the fifteenth year for professional baseball in Taiwan. The operation of professional baseball games faced unprecedented difficulty and crisis due to baseball players’ involvement in gambling, cheating in the games and the fierce and vicious competitions between Taiwan Major League (TML) and Chinese Professional Baseball League (CPBL). However, as Chinese Taipei, the national baseball team, continuously creates excellent results in international baseball games, great performances by Taiwanese players in overseas leagues (MLB and NPB) and the merger of TML and CPBL, the professional baseball games have again sparked enthusiasm and fever in Taiwan. Where there are people, there are profit-making opportunities and it is the rule in commercial societies. More and more corporations find that they can reap lucrative profit from being sponsors of the professional baseball games and ultimately, professional baseball sponsorship will become more prevalent and widespread in the near future. Though corporations can attain their goals by supporting professional baseball games, they should carefully assess consumers’ effects on sponsors’ benefit. Due to the lack of current researches in the area of professional baseball sponsorship in Taiwan, this research intends to use consumers’ attitude toward professional baseball and its sponsorship as a base and find out the factors that influence the benefits of professional baseball sponsorship.
The data were collected through questionnaires and there were three hundred and ninety-four questionnaires effective. The adopted analysis tool was LISREL statistical method and the induced conclusions are as follows:
1. By the second-order factor analysis, we found that the fans’ overall perception of professional baseball games is affected by their attitude toward the professional baseball teams and players.
2. When fans hold favorable attitudes toward the overall perception of professional baseball games, the firms can gain more benefits through sponsorship.
3. When fans hold favorable attitudes toward the sponsoring firms, fans will also hold favorable attitude toward sponsoring activities and moreover the firms can gain more benefits through sponsorship.
4. When the fitness or the commitment between sponsors and professional baseball teams and players is cohesive, fans will also hold favorable attitude toward sponsors’ activities.
5. When fans hold favorable attitude toward sponsors’ activities, the firms can get more benefits through sponsorship.
6. The involvement of the professional baseball does not affect the overall sponsoring activities and effects.
Subjects
職棒
二階因素分析
BASEBALL
SECOND-ORDER FACTOR ANALYSIS
Type
thesis
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