按讚會帶來票房？職棒球隊Facebook粉絲專頁行銷訊息效率對於觀眾入場人數之影響

緒論：社群媒體已經成為非常重要的行銷媒介，Facebook (FB)中的粉絲專頁廣受使用者的喜愛，許多社團與企業因為FB社群網站上龐大的人潮能為企業或是自媒體業者帶來商機紛紛加入，但是線上按讚、留言與分享是否能轉化為線下實體到球場為中華職棒的球隊帶來實際之觀眾人數，目前尚未有文獻探究線上行銷發文對於吸引線下實體觀眾之研究；方法：本研究以2021-2022年中華職棒五隊之官方FB粉絲專頁上之發文為研究對象，本研究第一階段使用雙碼理論(dual coding theory)為基礎，以發貼文之文字數、圖像數、影音秒數為投入變數，以表情數(按讚數)、留言數與分享數為產出變數，以差額為基礎之資料包絡分析法(Slack-Based Measure Data Envelopment Analysis, SBM-DEA)與總邊界資料包絡分析法(Metafrontier-to-DEA)，衡量在官方FB粉絲專頁上之異質性發文之行銷效率與Meta Technology Ratio (MTR值)，第二階段收集文獻上影響中華職棒觀眾人數之影響因素，以Stimulus-Organism-Response (SOR)理論，探討行銷刺激，對於感官之影響(按讚、留言、分享)，進而影響線下觀看球賽人數，以每場比賽之觀眾人數為依變數，以縱橫面迴歸(Panel Regression)為研究方法，同時探討貼文之MTR值與其他控制變數對於每場比賽之觀眾人數之影響程度；結果：研究結果顯示樂天桃猿於2022與2021年之貼文效率表現較其他四隊好；非比賽日MTR平均值都高於比賽日的MTR平均值，研究也發現主隊比賽日的MTR值與比賽觀眾人數間存在非線性關係，兩者間存在倒U型關係，表示球隊的MTR值在經過轉折點前，與觀眾人數呈現正向關係，但是經過轉折點後，比賽日的MTR值越高則進場觀看比賽觀眾人數越少，結論：FB上之貼文效率值顯著影響CPBL入場人數，研究結果可以提供給CPBL各隊在FB貼文行銷以影響入場人數之參考。

Introduction: Social media has become a vital marketing medium. Facebook fan pages are widely popular among users, and many companies are joining due to the vast crowd on Facebook’s social platform, which can bring business opportunities. However, whether likes, comments, and shares can be converted into actual in-person attendance at baseball games for Chinese Professional Baseball League (CPBL) teams remains unexplored. No existing research has examined the impact of online marketing posts’performance on in-person audiences. Methods: This paper uses the dualcoding theory. First, it uses the Python language to retrieve the text lengths, number of photos, video lengths, and numbers of likes, comments, and shares in 2021 and 2022 to assess the marketing performance of Facebook messages posted by five CPBL teams through the slacks-based measure data envelopment analysis (DEA) and Metafrontier-to-DEA. Second, it uses the stimulus-organismresponse theory to examine the impact of Facebook marketing post efficiency on actual in-person attendance at CPBL games through panel regression in 2021 and 2022. Results: The findings indicate that the Rakuten Monkeys had better post performance in 2022 and 2021 than the other four teams based on the meta-technology ratio (MTR). The average MTR was higher on non-match days than on match days. A non-linear relationship was found between the home team’s MTR on match days and the number of attendees. Conclusion: An inverted U-shaped relationship exists. A team’s MTR on match days correlates positively with the number of attendees up to a certain point, after which a higher MTR on match days is associated with fewer attendees. These results can provide insights for Facebook post marketing for all CPBL teams.