目錄 - ç ”ç©¶ç™¼å±•è™• - 稻江科技暨管理學院

稻 江 學 報 第 五 卷 第 一 期
Customer Satisfaction and Identity Theory are being used models of Sport
Spectator Conative Loyalty :League Volleyball Tournament of 97
Enterprises
Po-jui Wu 1 Ming-Tsung Lee 2
1 Department of Leisure Recreation & Travel Mangement,Toko University,Chyayi County
2 Jhu-Tscun Primary School , Director
Abstract
Objective: This study was based on Trail, Anderson and Fink’s essay, which discussed the relationship of
satisfaction, identity and loyalty of spectator. The researcher takes firsthand data to test and verify their dissertation.
Method: The sample of this research was the spectator of the “league volleyball tournament of 97 enterprises” at .the
southern part of Taiwan, sample method was random sampling. All of the questionnaires was 600, retrieve 512,
effective rate was 74%. The resulting materials were tested by t-test , factor analysis, test of reliability and validity ,
and path analysis. Result: Model A explained 74% of the variance in sport spectator conative loyalty; Model B
explained 76% of the variance in sport spectator conative loyalty , and Model C explained 57% of the variance in
sport spectator conative loyalty. The spectator’s satisfaction or (dis)confirmation of expectancies for event
experience/outcome can influence their mood directly. Then the mood can effect their self-esteem responses. Finally,
the identification with team and self-esteem responses would influence conative loyalty directly.
Keyword: Satisfaction、Identity、Conative Loyalt
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