運動團隊認同感、訊息型態與社群媒體對運動消費者訊息處理之影響

Effect of Team Identification, Message Valence and Social Media on Sport Consumer Information Processing

林怡秀(Yi-Hsiu Lin)

《大專體育學刊》 15卷2期 (2013/06) Pp. 148-159

https://doi.org/10.5297/ser.1502.003

摘要

本研究以資訊處理觀點為理論架構，探討媒體來源與訊息類別對個體訊息處理的影響效果，以及運動團隊認同感在媒體來源與訊息類別對個體訊息處理是否具有調節效果。本研究採實驗設計方法將受試者隨機分派到實驗情境中，亦即2（正面訊息與負面訊息）×2（傳統媒體來源與社群媒體來源）×2（高運動團隊認同感與低運動團隊認同感）之受試者間的研究設計。研究結果顯示，主流傳統媒體來源所呈現的訊息比起社群媒體來源所呈現的訊息並無顯著較高的訊息可信任度與對訊息的態度。正面訊息比負面訊息對訊息來源與訊息內容產生較高的訊息可信任度與對訊息的態度。此外，運動團隊認同感在受試者對於不同媒體來源訊息的回應並不具有調節效果；運動團隊認同感在受試者對於不同訊息型態的回應亦不具有調節效果。本研究結論建議運動組織使用社群媒體以及正面訊息來行銷與推廣賽會或球隊。

關鍵字

運動行銷 ； 調節效果 ； 運動傳播

並列摘要

The purpose of this study was to investigate the effects of media sources and message valence on individuals’ information processing by means of information processing perspective, and to examine the moderating effect of team identification on the media sources and message valence. A between-subject experimental design of 2 (positive message vs. negative message)×2 (traditional media vs. social media)×2 (high identification vs. low identification) was utilized with the participants randomly assigned into the treatments. The results showed that no significant differences in message credibility or attitude toward the message based on media sources. Furthermore, better message credibility and attitude toward the message revealed for the positive message than the negative message. Moreover, no moderating effect of team identification was found on the relationship between media sources and attitude toward message. Similarly, no moderating effect of team identification was found on the relationship between message valence and attitude toward message. These findings suggested that sport organizations are using social media and positive message to market or promote the sporting events or sport teams.

並列關鍵字

sport marketing ； moderating effect ； sport communication

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