| 摘要: | 長久以來，國人對棒球運動存在著深厚的情感，隨者職業棒球景氣的復甦和休閒生活漸漸受到重視，棒球雜誌的市場逐漸擴大，競爭者也一一投入此市場，但以往運動雜誌領域的相關文獻多用質化方式討論可能的行銷策略，而本研究則是以問卷的方式對讀者進行調查，從數據中整理、推論並以此為依據對業者提供在擬定行銷策略時的參考建議。 本研究根據研究目的，在人口統計變項、生活型態、閱讀行為和購買決策因素等四個變項上設計問題，對到球場觀賞職業棒球的觀眾進行問卷發放，再以敘述統計、信度分析、效度檢定、卡方檢定、皮爾遜積差相關、因素分析、t檢定、單因子變異數分析與雪費事後檢定等統計方法進行資料分析，以便業者更精準的設定行銷策略。 經分析之後，本研究發現：一、不同人口統計變項之棒球雜誌讀者在閱讀行為上部分有顯著差異。二、不同人口統計變項之受訪者在選擇購買棒球雜誌時之決策因素上部分有顯著差異。三、不同生活型態之棒球雜誌讀者在閱讀行為上部分有顯著差異。四、不同生活型態之棒球雜誌讀者在選擇購買棒球雜誌時之決策因素上有顯著相關。
As a long run, affections toward Baseball are deeply rooted in Taiwanese, along with the quicken of economy and the respect of leisure time, the market size of Baseball magazines is broaden, and the competitors are plunged. The documents related to the sports magazine marketing strategies were mostly in the way of Qualitative Methodologies. Instead of Qualitative Methodologies, the research method of this survey was investigated by questionnaire, then due to the assembled data to adduce the reference for baseball magazine publishers. According to the purpose of this survey, the questionnaire was made around the 4 variables: population statistics, life style, reading behavior and buying decision process. After filled by the people who went the baseball gymnasium to watch baseball games then the data were assembles and analyzed by descriptive statistics, reliability analysis, validity analysis, chi-square test, Pearson correlation, factor analysis, t-test, one-way ANOVA, and Scheffe multiple comparison analysis, etc. The follows are main conclusion of this thesis:a)The readers of different population statistics appear obvious variance on reading behavior.b)The readers of different population statistics appear obvious variance on buying decision.c)The readers of different life style appear obvious variance on reading behavior.d)The readers of different life style appear obvious correlation on buying decision. |
