您滿意嗎？生活滿意在運動消費的中介角色

Are You Satisfied? Mediating Role of Life Satisfaction on Sport Consumers

盧譽誠(Yu-Cheng Lu) ； 王豐家(Fong-Jia Wang) ； 石明宗(Ming-Tsung Shih) ； 黃義翔(Yi-Hsiang Huang) ； 蕭嘉惠(Chia-Huei Hsiao)

《大專體育學刊》 22卷1期 (2020/03) Pp. 1-18

https://doi.org/10.5297/ser.202003_22(1).0001

摘要

本研究目的為探討臺灣籃球運動觀眾，在籃球賽事情境中對於中華男子籃球隊之團隊認同歷程，以及釐清影響運動觀眾再購意願的因素，並針對2019年籃球世界盃亞太區資格賽，選取中華男子籃球隊與日本男子籃球隊比賽的現場觀眾為研究對象，以便利取樣方式抽取397位參與者進行問卷調查，結果發現團隊認同對再購意願及生活滿意度具有顯著預測效果；生活滿意度對團隊認同與再購意願具有部分中介效果。研究結論：團隊認同不僅對於再購意願與生活滿意度有直接的影響，也會因生活滿意度提升而增進購買意願。因此，提升觀眾對運動團隊的認同感可有效提高觀眾的生活滿意度，同時增加觀眾入場觀看球賽的意願。

關鍵字

團隊認同 ； 購買意願 ； 現場觀眾 ； 中介效果

並列摘要

The purpose of this article was to explore the relationships between life satisfaction, consumer repurchase intention and team identification for the local audiences of the Chinese Taipei men's national basketball team. This study drew information from a convenience survey administered to a sample of the live audience at the competition between Chinese Taipei team against the Japanese team in the 2019 Fédération Internationale de Basketball (FIBA) Basketball World Cup Asian Qualifiers. Three hundred and ninety-seven study participants were selected. The results show that the predictive effect of team identification on repurchase intention and life satisfaction is significant; meanwhile, life satisfaction has a partial mediating effect on team identification and repurchase intention. This study concludes that team identification not only has a direct correlation with consumer repurchase intention and life satisfaction but also, through the increase of life satisfaction, raises consumer purchase intentions. Therefore, enhancing the audience's recognition of and identification with the team can effectively improve the audience's life satisfaction and increase their willingness to watch the game.

並列關鍵字

team identification ； purchase intention ； live audience ； mediating effect

參考文獻

張家瑋、黃秀卿、韓靜芳、張家銘（2017）。熟年居民休閒運動參與、正向情緒對主觀幸福感之影響。運動休閒管理學報，14卷2期，22-35頁。doi:10.6214/JSRM.1402.002[Chang, C.-W., Huang, H.-C., Han, C.-F., & Chang, C.-M. (2017). The effect of recreational sport participation and positive emotion on mature age residents’ subjective well-being. Journal of Sport and Recreation Management, 14(2), 22-35. doi:10.6214/JSRM.1402.002]

王建興、黃國軒、方怡潔（2016）。球隊主場行銷、屬地聯想、球隊認同與行為意圖之關係研究─以中華職棒大聯盟 Lamigo 桃猿隊為例。運動休閒管理學報，13 卷 1 期，9-24 頁。doi: 10.6214/JSRM.1301.002[Wang, C.-H., Huang, K.-H., & Fang, I.-C. (2016). The relationships among home game marketing, territorial association, team identification, and behavioral intention: A case study of the Lamigo Monkeys in the CPBL. Journal of Sport and Recreation Management, 13(1), 9-24. doi:10.6214/JSRM.1301.002]

陳建男、洪新民、丁文忠（2015）。職業運動競爭平衡、觀眾人數與市場共同性的關係：以中華職棒為例。大專體育學刊，17卷1期，39-49頁。doi:10.5297/ser.1701.004[Chen, C.-N., Hung, H.-M., & Ding, W.-Z. (2015). Relationships among competitive balance, attendance, and market commonality of professional sports: An example of Chinese Professional Baseball League. Sports & Exercise Research, 17(1), 39-49. doi:10.5297/ser.1701.004]

吳柏叡、賀湘邦、林房儹（2011）。中華職棒觀賞者的消費行為與需求彈性。大專體育學刊，13卷 3 期，241-249 頁。doi:10.5297/ser.1303.003[Wu, P.-J., He, H.-P., & Lin, F.-T. (2011). Consumer behavior and demand elasticity for Chinese Professional Baseball League. Sports & Exercise Research, 13(3), 241-249. doi:10.5297/ser.1303.003]

張文馨、陳思羽、季力康（2012）。運動熱情與主觀幸福感的關係：正向情緒的中介效果。體育學報，45 卷 4 期，301-309 頁。doi:10.6222/pej. 4504.201212.0804[Chang, W.-S., Chen, S.-Y., & Chi, L.-K. (2012). The relationship between passion and subjective well- being in athletes: The mediating role of positive emotion. Physical Education Journal, 45(4), 301-309. doi:10.6222/pej.4504.201212.0804]