The Research in the Influence of Star Players on Fan’s Loyalty

[[abstract]]現今，職業運動團隊的經營已經逐漸企業化管理，顧客對於品牌或產品忠誠度的高低，將直接影響企業經營成本與利潤。許多研究文獻中可得出，忠誠度的表現更是會影響到球迷或消費者再次購票進場觀賞比賽意願的重要指標。而過去的研究大多都是以球迷的角度來調查，主要研究促使球迷進場觀看球賽的因素，較少探討明星球員所應具備的特質，本研究係以專家訪談之方式探討明星球員須具備那些特質，較能提高球迷對球隊的忠誠度，並分析訪談內容，以此提供相關單位作參考或依據。 研究發現在明星球員所應具備的價值上面，道德性價值與道德性價值中的項目其重要程度，皆為重要以上的程度，而在個人性價值與社會性的價值中，則有相對而言對於球迷影響較低的特質，表示球員可以盡量符合重要程度較高的特質，以此提升球迷對於球員的認同，進而提高球迷的忠誠度。 The management of professional sports teams has gradually been managed in an enterprise. The level of loyalty of customers to brands or products will directly affect the operating costs and profits of enterprises. In many research literatures, the performance of loyalty is an important indicator that affects the willingness of fans or consumers to purchase tickets again to watch the game. Most of the past researches have been conducted from the perspective of the fans. The main research is to encourage the fans to enter the game to watch the game, and to explore the characteristics of the star players. This study is based on expert interviews to explore the star players must have those The traits can improve the loyalty of the fans to the team and analyze the interview content to provide relevant units for reference or basis. The study found that in the value of the star player, the importance of the items in the moral value and the moral value are all important and above, while in the value of personal value and social value, there is a relative For the lower quality of the fans, it means that the players can try to meet the higher importance characteristics, so as to enhance the fans' recognition of the players, and thus improve the loyalty of the fans