在地人挺在地球隊：地方認同對地方依附與球隊認同關係之調節效果

Locals Support the Home Team: The Moderating Role of Place Identity in the Place Attachment - Team Identification Relationship

郭姿吟(Tzu-Yin Kuo) ； 戴維佑(Wei-Yu Tai) ； 邵于玲(Jackie Yu-Lin Shao)

《臺灣體育運動管理學報》 17卷1期 (2017/06) Pp. 47-69

https://doi.org/10.6547/tassm.2017.0003

摘要

目的：本研究援引環境心理學中的地方依附、地方認同兩構面，探討Lamigo桃猿隊球迷對地方（桃園）及球隊情感間的關係。研究目的為了解地方依附和球隊認同間的關係，並確認地方認同是否在以上兩者間扮演調節角色。方法：以問卷調查方式，採取便利抽樣於桃園青埔球場抽取600位球迷，其中支持Lamigo桃猿隊且為桃園人的填答內容則為本研究的有效資料，有效問卷共221份。結果：資料分析發現：一、地方依附對球隊認同有顯著正面解釋力；二、地方認同作為一調節變項，對地方認同與球隊認同間的關係有正面增強效果。結論：球迷的地方依附能轉化為對球隊的認同，地方認同高低則決定這個轉化效果的強度，研究結果指出臺灣職業球團透過在地經營拓展球迷基礎的可能。最後，本研究提出強化球隊與地方間連結的屬地經營相關建議。

關鍵字

屬地主義 ； 職業運動 ； 中華職棒 ； 主場城市

並列摘要

Introduction: Taking Lamigo Monkeys (LM), a Taiwanese professional baseball team, as a case study, this study explored how fans' psychological ties with their home city relates to their connection with their sports team or franchise. Two relevant environmental psychology constructs, place attachment and place identity, were adopted in this study. Specifically, we examined the effect of fans' place attachment on their team identification and verified the moderating effect of place identity on the aforementioned relationship. Methods: Convenience samples were drawn from 3 LM home games at the Taoyuan International Baseball Stadium. Among the 600 respondents, 221 were LM fans from the local Taoyuan community; their responses were used for further analysis. Results: Multiple regression results showed the following: (a) Place attachment had a significant positive effect on team identification; and (b) place identity, as a moderator, strengthened the relationship between place attachment and team identification. In other words, the more strongly individuals felt attachment with their home city, the more strongly they identified with their team. Furthermore, the level of their place identity determined the strength of this relationship. Conclusions: These findings indicate that professional teams in Taiwan could potentially build a larger fan base by focusing their operations and marketing efforts on the local community. Finally, we suggest several strategies for cultivating a stronger and deeper association between a team and its home city.

並列關鍵字

franchise ； professional sports ； Chinese Professional Baseball League (CPBL) ； home city

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