運動賽事之球迷認同對支持行為之影響：社會認同理論觀點

The Effect of Sport Event Fans' Identification on Supportive Behaviors: Evidence from the Social Identity Theory

林若慧(Jo-Hui Lin) ； 林濰榕(Wei-Rong Lin)

《休閒產業管理學刊》 7卷2期 (2014/09) Pp. 1-17

https://doi.org/10.6213/JLRIM.2014.7(2)1

摘要

本研究目的在實證球迷認同（球隊認同與球員認同）對球迷支持行為（球隊支持行為與球員支持行為）之影響及其外溢效果。具有特定支持球隊的球迷為本研究調查對象，問卷施測地點為台灣北中南部的棒球場，共計回收有效問卷457份。資料以結構方程模式進行分析，研究結果顯示：「球隊認同」顯著地正向影響「球隊支持行為」；「球員認同」顯著地正向影響「球員支持行為」；外溢效果部份，僅有「球隊認同」顯著地正向影響「球員支持行為」，「球員認同」與「球隊支持行為」之間則無顯著關係。本研究結論為球迷認同可增進球迷的支持行為，唯有球迷對球員的認同無法產生外溢效果至提昇球迷對球隊的支持行為。最後，提出可做為職棒球團在球迷經營上之建議。

關鍵字

社會認同 ； 溢出效果 ； 職業運動

並列摘要

The purpose of this research is to examine the relationships between sport event fans' identification (i.e., player identification and team identification) and supportive behaviors (i.e., players' supportive behavior, team's supportive behaviors), and the spillover effect of both them. Participants of this study were the fans who supported specific sport team. Total 457 valid questionnaires were collected from the participants at north, central and south baseball fields of Taiwan. The obtained data were analyzed by structural equation modeling approach. The results revealed that participants have greater fans' team identification significantly leads to a higher level of team's supportive behaviors. Furthermore, participants showed greater fans' player identification that also significantly leads to a higher level of player's supportive behaviors. In terms of spillover effect, fans' team identification has significantly impact on player's supportive behaviors while fans' player identification has no significant effect on team's supportive behaviors. The conclusions of this study reveal that fans' identification can facilitate supportive behaviors. Nevertheless, fans' player identification has no spillover effect on team's supportive behaviors. Our findings could be considered as useful reference for the management sector, while administering fan's activities.

並列關鍵字

Social Identity ； Spillover Effect ； Professional Sports

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