職業運動團隊品牌利益、品牌態度、心理承諾與球迷行為忠誠度關係之研究：以紐約洋基隊為例

A study on the relationships among brand benefits, brand attitude, psychological commitment, and fans' behavioral loyalty for professional sport teams: The case of the New York Yankees

目的：本研究目的在探討職業運動團隊品牌利益、品牌態度、心理承諾與球迷行為忠誠度之關係，並提出管理之意涵。方法：以PTT實業坊的紐約洋基隊球迷，作為本研究的對象，採網路問卷方式進行資料蒐集，共回收有效問卷472份，本研究依研究目的以結構方程模式探討變數之關係。結果：品牌利益對品牌態度具有正向影響關係；品牌態度對心理承諾具有正向影響關係；心理承諾對行為忠誠具有正向影響關係；品牌態度對行為忠誠具有正向影響關係。結論：職業運動團隊應以品牌利益為塑造品牌態度的首要考量因素，以提高球迷知覺到的品牌利益，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忠誠度，因為透過球迷所顯示的球迷忠誠度是職業運動團隊的重要資產；而品牌利益及品牌態度卻是球迷忠誠度之重要前因變項，故職業運動球隊應從品牌利益及品牌態度的層面進行策略研擬及執行，進而提升球迷忠誠度。Purpose: The purposes of the current study were to investigate the causal relationships among brand benefits, brand attitude, psychological commitment, and fans' behavioral loyalty, and to provide managerial implications based on the findings of this study. Methods: The subjects in the current study were the New York fans recruited from the electronic bulletin board PTT; 472 valid questionnaires were collected using online survey. Structural equation modeling was performed for data analysis. Results: Brand benefits positively impacts brand attitude; brand attitude positively influences psychological commitment; psychological commitment positively influences behavioral loyalty; and brand attitude positively affects behavioral loyalty. Conclusion: Professional sport organizations should be aware of the fact that brand benefits are a critical antecedent of forming brand attitude. Also, professional sport teams should value fan loyalty as it is an important asset. Furthermore, brand benefits and brand attitude are antecedents of fan loyalty; thus, professional sport teams should aim at strategies for cultivating brand benefits and brand attitude in order to increase fan loyalty.