1
3
E10018
3
018
運動賽事之球迷態度對支持行為的溢出效果:社會認同理論之運用
Appling the Social Identify Theory to the Spillover Effect of Sport Event Fans' Attitudes on Supportive Behaviors
1.林若慧
1.Jo-hui Lin
1.國立嘉義大學觀光休閒管理研究所
1.Graduate Institute of Recreation, Tourism, and Hospitality Management, National Chiayi University
001,002,003,004
1.國立嘉義大學觀光休閒管理研究所
1.Graduate Institute of Recreation, Tourism, and Hospitality Management, National Chiayi University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2011-08-01
A.14 計畫執行期間(訖):2012-07-31
2011-11-012011-11-30 2012-03-012012-03-30
A.16 收到日期:2012-11-07
2
中華職棒球賽之現地觀眾

1
493

493
007
01
C.2 聯絡日期:2012-11-09
2
1.國立嘉義大學觀光休閒管理研究所
1.Graduate Institute of Recreation, Tourism, and Hospitality Management, National Chiayi University
1
自計畫執行結束日期起二年後公開

C.7 資料公開日期:2014-08-01
2
008
3
1
1
1
2
3
3
001
1,2
1.球迷認同
2.社會認同理論
3.溢出效果
4.支持行為
1.Fans’ Identification
2.Social Identity Theory
3.Spillover Effect
4.Supportive Behaviors
本研究旨在探討球迷認同(包括:球員認同與球隊認同)與球迷支持行為(包括:球員支持行為與球隊支持行為)二者之關係,以及前者對後者的外溢效果。本研究基 於「社會認同理論」提出研究架構與假說,針對實際參與賽事之球迷運用立意抽樣法發放現地問卷。再以階層迴歸分析研究變數之間的關係。本研究結果為確立球迷 認同對於球隊支持行為具有直接的影響,而且,球迷的球隊認同會外溢到球員個人的支持行為相對地,球迷的球員認同並不會外溢到球隊支持行為。本文除驗證球迷 認同的外溢效果,並針對職棒球團的行銷活動與球迷消費行為等實務提出管理意涵。

This proposes of this study is investigated the relationships between sport event fans’ identify (player identification and team identification) on their supportive behaviors, and the spillover effect of both them. Based on the Social Identity Theory, the study suggests a conceptual framework and hypotheses. The questionnaires of on-side sport event fans and purposive sampling are adopted. On-side sport event participants chosen are fans who gave support for a specific team. Hierarchical regression analysis is employed to test the relationships among research variables. The results of this study are to demonstrate the direct effect of fans’ identification on the supportive behaviors. And fans’ team identification has a spillover effect on players’ supportive behavior. Some suggestions about marketing management and consumer behaviors are discussed.

D.16 完成檢誤日期:2013-04-03
D.17 預定釋出日期:2014-08-01
D.18 初次釋出日期:2014-08-01
D.19_1 最新版釋出日期:2014-08-01
1
1
1
2
1,1,3
10.6141/TW-SRDA-E10018-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10018
追蹤清單
下載(0)
申請(0)
遠距(0)