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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/29320


    Title: SBL第七季籃球聯賽運動觀賞者涉入程度與忠誠度
    Authors: 梁綺華
    Liang, Chii-Hwa
    Contributors: 科技管理學系
    Technology Management
    Keywords: 運動觀賞;職業運動;休閒活動;休閒運動
    sports spectators;professional sports;leisure activities;recreational sports
    Date: 2010
    Issue Date: 2014-06-27 00:25:47 (UTC+8)
    Abstract: 本研究旨在探討第七季SBL超級籃球聯賽球迷運動觀賞之涉入程度與忠誠度之現況與關連。研究方法以問卷調查方式進行，研究工具包含：基本變項量表、涉入程度量表與忠誠度量表三部份。本研究對象以第七季超級籃球聯賽球迷與觀眾為研究對象，獲得有效問卷296份，所運用的統計方法為百分比與次數分配、重複量數單因子變異數分析、多元迴歸三種統計方法。研究結果顯示：中華職棒球迷之不同涉入程度沒有顯著差異存在。其次，中華職棒球迷之不同忠誠度有顯著差異存在，其中以態度忠誠為最高，行為忠誠其次，認知忠誠最低。最後，情境涉入對態度忠誠具有
    The attitudes and loyalty of the fans and viewers of the Super Basketball League (SBL) was investigated in this study. The questionnaire survey method was used as the research method, and the research tools included basic variable scale, the scale of both
    Appears in Collections:[Department of Technology Management] Seminar Papers

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